Def Jam Rapstar
Global Marketing & Product Launch
project background
Def Jam Rapstar was billed as *“the most social music game yet”*—a first-of-its-kind collaboration between Def Jam Recordings, the label that defined hip-hop, and 4mm Games, founded by key members behind *Grand Theft Auto.*
We stepped in as Global Marketing & Platform Lead, taking over the initiative midstream and rebuilding the digital infrastructure for a synchronized international launch. Our team managed marketing and development across five regions—U.S., U.K., Italy, Germany, and Spanish-speaking markets—while integrating Def Jam’s artist roster and authentic hip-hop culture into the game’s digital presence.
It wasn’t just a website; it was the coordination point for a global entertainment launch where music, gaming, and culture converged.
sector
Music Industry / Gaming
highlights
Led global marketing and digital platform strategy across five simultaneous country launches
Architected localization infrastructure supporting five languages and region-specific content
Integrated Def Jam’s artist catalog and brand storytelling into the gaming platform
Delivered unified creative and technical execution across music, gaming, and retail channels
Managed coordination between international teams, developers, and label marketing divisions
