Berlin Cameron United’s grasp of youth culture—as illustrated in past work for Boost Mobile and VitaminWater—made Atonn Muhammad confident that the shop could tackle advertising for his Real Hip-Hop Network.
To date, the four-year-old network has lived online. Next month, however, RHN will extend its reach through satellite TV providers DirecTV and Dish. Those expansion plans sparked Muhammad’s search for an ad agency that led to the hiring of Berlin Cameron.
Media spending behind the creative assignment is projected at $15 million. The New York agency’s work will take the form of TV, print, outdoor, radio, and online ads. RHN’s programming represents a mixture of news, documentaries, concerts, videos, and perspective, including a show hosted by rapper KRS-One that's called “Analyze This." Its core target is the 18- to 34-year-old demographic.
Berlin Cameron’s ads will aim to appeal to viewers as well as advertisers and regional cable operators. The shop’s first campaign will likely break in December, according to CEO Ewen Cameron.