Europe’s leading
One-Stop-Shop for
Hiphop Culture
We deliver Insights, Products, Strategies, Concepts, Activations, and Media for and from hiphop culture – including music, fashion & art.
Founded in 2021, we are already trusted by some of the biggest brands in the world, from sports & fashion over spirits to consumer electronics.
What we do
Our business units
Our access to exclusive data sources allows us to generate both qualitative and quantitative data-based information. We uncover insights from various streams within hiphop culture, investigate trends, and identify business potentials – long before everybody else.
Based on data & insights, we know what people from within hiphop culture want: the kind of brands, the right products, and the most popular benefits. Based on this foundation, we develop new products, platforms and brands that people integrate into everyday life.
Our company’s core is and always will be the desire to sustainably root brands into hiphop culture and enable the greatest talents from within. To do so, we created a data-based strategy framework to match brands with our 14 Hiphop Milieus, define the relevant cultural playgrounds – from music over fashion to art – and define the specific role the brand needs to play within.
To bring a brands culture strategy to life, we create unique activation concepts and experiences – from 360° campaigns over events to seedings and collaborations. In addition to the conception, we also curate all talents required for the execution and supervise the results. See us as your one-stop-shop for hiphop-culture.
Besides being authentic und gaining long-lasting credibility, it is crucial to be seen & heard in the right spots within the culture. We joined forces with one of the leading programmatic media agencies in Germany to build a media company that’s exclusively focused on hiphop culture and curates all relevant media inventory.
DATA +
INSIGHTS
Our access to exclusive data sources allows us to generate both qualitative and quantitative data-based information. We uncover insights from various streams within hiphop culture, investigate trends, and identify business potentials – long before everybody else. We use this data as our basis for new products & ventures, brand strategies, activations, workshops and coachings. Did we mention our white papers & exclusive newsletter with free cultural insights yet? Check it out!
Data & Insights
- 14 Hiphop Milieus
- Ambition Score Study
- Ambition Five Award
- Culture research
- Culture workshop
- Culture forecast
PRODUCTS +
VENTURES
Based on data & insights, we know what people from within hiphop culture want: the kind of brands, the right products, and the most popular benefits. Based on this foundation, we develop new products, platforms and brands that people integrate into everyday life. Our partners are renowned international brands as well as labels and artists from hiphop culture. Together we create a wide range of products, from fashion capsules to cosmetics, watches and banking products.
Produts & Ventures
- Joint ventures
- Subbrands
- Re-Branding
- Product developement
- Plattform concepts
- Collabs
Strategy
Consulting
The core of our company is and always will be the desire to sustainably root brands into hiphop culture and enable the greatest talents from within. In order to do so, we created a data-based strategy framework to match brands with our 14 hiphop milieus, define the relevant cultural playgrounds – from music over fashion to art – and define the specific role the brand needs to play within. The result: Brands overcome their business challenges, gain long lasting cultural credibility and increase their sales.
Strategy Consulting
- Culture Identity Guide
- Culture Playbook
- Corporate Culture & HR strategy
- Music & sound strategy
- Channel strategy
- Market analysis
Brand
Activation
To bring a brands culture strategy to life, we create unique activation concepts and experiences – from 360° campaigns over events to seedings and collaborations. In addition to the conception, we also curate all talents required for the execution and supervise the results. See us as your one-stop-shop for hiphop-culture. Since we only work with creatives from hiphop culture, everything is 100% authentic and enables the greatest culture on earth. That is our mission. It is also the foundation of our standing in hiphop culture and the reason why our actions are embraced.
Brand Activation
- 360° campaigns
- Events & experiences
- Artist & brand collabs
- Ambassador programs
- Seedings
- POS
Media
Besides being authentic und gaining long-lasting credibility, it is crucial to be seen & heard in the right spots within the culture. We joined forces with one of the leading programmatic media agencies in Germany to build a media company that’s exclusively focused on hiphop culture and curates all relevant media inventory. Both on- & offline, always from within culture. Starting in December 2022. Get in touch for more info.
coming soon
Numbers don’t lie
65% OF GEN-Z
ARE HIPHOP
More than 6 out of 10 of young adults in Germany between 14 – 24 years old identify with hiphop culture – making it the most dominant culture among young consumers.
Furthermore, Gen-Z members are aware of the substantial prevalence of hiphop in their generation: Gen-Z respondents assign a median of 60% of their peers to the culture.
OUR LATEST WORK
for Hennessy
Hennessy full on hiphop with big brand campaign. Hennessy, the world’s best-selling cognac, joined forces with THE AMBITION to launch a major brand campaign in Germany. The campaign features producer Ghana Beats, whose beats have been responsible for several number one hits and gold records by Luciano and Shirin David amongst others. Also featured: rapper Billa Joe, who is considered one of the most promising newcomer rappers in the country.
The clou: While Ghana contributes the beat, Billa is involved as an off-speaker and thus brings maximum authenticity to the spot. The campaign was seen on VICE, Hiphop.de, 16bars, on social media channels such as Instagram, Twitter, Youtube, Spotify and out-of-home in selected major German cities.
OUR LATEST WORK
for BBL
First streetfashion collab of easyCredit Basketball Bundesliga ever.
Two years ago we set out to charge the BBL step by step with cultural credibility. After Corporate Design, Sound-DNA and Award-Ralaunch, the next step follows: a small but fine Fashion Capsule with SOULRANGE LTD.
It was especially important to us that BBL uses its means and stage to support a still young brand and the founders in the background, to expand their visibility and professionalize themselves. Just as it does with players: promoting talent and preparing them for the leap to the next level.
The Capsule is available now & exclusively at https://soulrange.co.uk/
OUR LATEST WORK
for Warner / Rheingold
Epic livestream & premiere party for world premier “”Rheingold”” (by Fatih Akin)
For the release of the most awaited and important movie for hiphop culture in more than ten years, Warner, THE AMBITION and Goldmann joined forces to thrill fans and celebrities with movie premier events:
A several hours long stream prior to the premier live from the XPERION in Cologne, with music acts, interviews with Toxic and a live audience welcoming Xatar & friends. The night was topped by an exclusive after movie premier party for 500 invited guests.
OUR LATEST WORK
for Warner
THE AMBITION convinces Warner TV to bring back hiphop magazine “BACKSPIN” for the series launch of “Almost Fly.”
After more than 25 years and a total of 118 issues, the print edition of the oldest German hiphop magazine “BACKSPIN” was discontinued in 2018. For the activation of the new Warner TV series “Almost Fly”, THE AMBITION revives the magazine in an exclusive special edition. Snipes was responsible for the distribution of the 4,000 copies.
OUR LATEST WORK
for Douglas
Douglas, HUGO BOSS and Luciano team up
For the first activation with Douglas, we identified Luciano’s Majestic tour as the perfect stage to give thousands of people two unforgettable evenings in berlin and hamburg – and to promote the new Boss Bottled perfume at the same time.
We shot thousands of perfume-scented butterflies through the arena while Luciano performed his hit single “Schmetterling”. Moreover we organized a beauty fortoshoot for hundreds of fans attending the concert, just before the start of the show, and projected their pictures on the huge screens on stage while Luciano performed his hit “beautiful girls”.
OUR LATEST WORK
for G-SHOCK
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