Def Jam’s Rick Ross has launched an aggressive marketing plan which includes mixtape releases, video footage and city-to-city promotional touring.
According to Def Jam Senior Marketing VP Chris Atlas, the label is fully backing Ross’ upcoming Teflon Don album.
“We took the fact that he had so many people working with him on the record and captured it on film and video, which we are releasing around the Web,” Atlas says. “Rick has been working nonstop since the last record feeding stuff to his lifestyle and street base. He’s put out three or four mixtapes, and there is constant messaging to his core.” Atlas says Ross is on a 10-city promotional tour and making club and radio station appearances. Atlas adds that Ross is starting to work with brands, due in part to his recent co-management deal with Sean “Diddy” Combs. “We’re opening him up to working with brands,” Atlas says. “He did some smaller stuff before, and he’s been doing some things with Ciroc [a vodka brand Combs endorses]. But now he’s starting to attract attention from some bigger names. For instance, he’s using the nickname ‘Ricky Rozay,’ so some champagne brands are expressing a desire to do something.” (Billboard)
Last weekend, Ross announced that he would be releasing behind-the-scenes footage of studio sessions with Jay-Z.
“I’m releasing the making of “freemason” ..rare behind the scenes..countdown begins now!!!,” he wrote Friday (July 9) night. (Rick Ross’ Twitter)
Recently partnering with Diddy, Ross said his profile has grown is recent months.
“The experience and the knowledge that Diddy possesses is priceless,” Ross said in an interview. “The relationships that he’s accumulated over the last 20 years is priceless for a young artist such as myself. We developed a mutual friendship. We just stayed in contact. I was calling him for advice anyway. He was doing it for free…He was doing so many different things for me on that level..I expressed my interest in developing and designing my own clothing label. I expressed interest in branching off into liquor endorsements, book deals. I’ve yet to headline my own major tour yet, which I’ve never had a problem with, because I love the intimacy of clubs. I love when I can run in the club with 2,000 people in there, and I can look the majority of them in the eye and make sure they feel Rick Ross and understand what Rick Ross brings to the game.” (MTV)
In May, Ross defended his decision to move Teflon Don‘s release date from June to July 20.
“It was a real good move,” Ross said about the delay. “I felt like the June 29th was a little too premature, that was the date my homie Diddy was coming out on anyway. And you know that’s the homie, so I felt like coming in the early July, middle July was best for me from day one. But it’s always good anyway man as long as you’re setting up all your pieces up in the right place. You’re setting your radio up, you’re setting your marketing up, the rest of that sh*t come in place when you got hits.” (Rap Radar)
Teflon Don drops Tuesday, July 20th via Def Jam Records.
Check out some recent Rick Ross footage down below: