NIPSEY HUSSLE’S THE MARATHON TO BE CELEBRATED WITH LIVE VISUAL ALBUM EXPERIENCE
10TH ANNIVERSARY OF 2X GRAMMY® AWARD-WINNING ARTIST’S MILESTONE MIXTAPE
TO BE COMMEMORATED WITH INTERACTIVE NEW PRODUCTION
UNPRECEDENTED LIVE EVENT TO FEATURE NEVER-BEFORE-SEEN CONTENT,
COMPUTER-GENERATED IMAGERY, AND SPECTACULAR VIRTUAL TOUR OF LOS ANGELES
AN OKIDOKI PRODUCTION PRESENTED BY PUMA WITH THE MARATHON CLOTHING,
THE MARATHON LIVE VISUAL ALBUM EXPERIENCE
PREMIERES EXCLUSIVELY VIA YOUTUBE TONIGHT AT 6PM PT
The remarkable legacy of Nipsey Hussle will be celebrated with this week’s premiere of THE MARATHON Live Visual Album Experience, an extraordinary new interactive production marking the 10th anniversary of the 2x GRAMMY® Award-winning artist’s milestone 2010 mixtape. An OkiDoki production presented by Puma with The Marathon Clothing, THE MARATHON Live Visual Album Experience will offer an unprecedented look at the places and process that went into making THE MARATHON, featuring never-before-seen content from the era, visits to Los Angeles landmarks that were key to its creation, and travels through the neighborhoods that informed Hussle throughout his remarkable career. Built by OkiDoki using computer-generated imagery on the Unreal Engine, viewers will be able to help steer the content in real-time while following a powerful narrative driven by Hussle’s committed belief in the power of investing in one’s self and community. THE MARATHON Live Visual Album Experience premieres exclusively via YouTube tonight at 6pm PT; an exclusive trailer is streaming now at the official Nipsey Hussle Instagram HERE.
“We wanted to create a dream-like world set in the era of 2009-2010 Los Angeles, a time when Nipsey was crafting and preparing to release his Marathon Mixtape,” notes Kam Burk, creative director of OkiDoki. “It’s almost like a virtual time capsule of this pivotal point in Nipsey’s career. We recreated his vehicle, a Mercedes SL550, and a lot of the landmarks Nipsey frequented and some historic Los Angeles sites using Jorge Peniche’s photography, google maps, 3D modeling software and made it beautiful and interactive in Unreal Engine. His family asked us to not make an avatar of Nipsey, so we had to cleverly use the vehicle, audio interviews and projected imagery and videos in the virtual environment to allow the viewer to feel Nipsey’s presence. Nipsey loved using his car as a music venue for testing out unreleased tracks so we created the illusion that the car is always the source of audio in each of the scenes.”
"We are honored to partner with the family of Nipsey Hussle, the entire management and label team, and OkiDoki to deliver The Marathon virtual album live stream to his adoring fans via YouTube," says Brittany Lewis, YouTube Music Artist Relations Manager. "Nipsey invested so much time promoting entrepreneurship, providing community access to technology, and creating compelling visuals as a compliment to his music, we are proud to continue to uphold and celebrate his legacy of exceptionalism."
Released in 2010, THE MARATHON marked Hussle’s fifth official mixtape and premiere release from his All Money In label. Named among XXL’s “100 Best Mixtapes of 2010,” the collection kicked off what soon proved a truly momentous career. Along with his landmark work as a musical artist, Hussle – who of course grew up in the L.A. neighborhood of Crenshaw, famously selling his mixtapes from the trunk of his car in the parking lot at 3420 W. Slauson Avenue, later home to the hugely successful Marathon Store and featured in THE MARATHON Live Visual Album Experience – proved an innovative entrepreneur, accomplished actor, and groundbreaking philanthropist long known for his innovative and courageous efforts towards community-based activism and economic development.
Released February 2018, Hussle’s studio debut album, VICTORY LAP made a top 5 debut on the SoundScan/Billboard 200 while simultaneously drawing international critical applause. Highlighted by hit singles including “Dedication (Feat. Kendrick Lamar),” “Last Time That I Checc’d (Feat. YG),” and “Rap Niggas,” the album proved among that year’s most celebrated, earning a GRAMMY® Award nomination for “Best Rap Album” while also ranking high on year-end lists including Billboard, Complex, and DJ Booth, to name but a few. Along with his work as a lead artist, Hussle collaborated with a veritable who’s-who of hip hop, including Childish Gambino, Snoop Dogg, 2 Chainz, DJ Mustard, Ty Dolla $ign, Jadakiss, Rick Ross, and YG, teaming with the latter for 2016’s “FDT (F*** Donald Trump),” praised by the Los Angeles Times as “the most prophetic, wrathful and unifying protest song of 2016.” In 2019, Hussle received two posthumous GRAMMY® Awards, including “Best Rap Performance” for “Racks In The Middle (Feat. Roddy Ricch & Hit-Boy)” and “Best Rap/Sung Performance” for DJ Khaled’s “Higher (Feat. Nipsey Hussle & John Legend).”
Okidoki is an artist-centric creative technology company with a passion for immersive, multisensory entertainment. By creating narrative-driven content, Okidoki helps musicians and brands tell original stories in new, imaginative ways that complement the artists' existing body of work.
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