Rolling Loud Always True Records

Setting the Stage
Backwoods didn’t discover Hip-Hop; Hip-Hop adopted Backwoods. From Biggie to GloRilla, decades of organic love built credibility that money can’t buy. As Agency of Record, our challenge was to honor that authenticity at the world’s largest hip-hop festival and concentrated gathering of Backwoods core consumers. We believe the most powerful thing a brand can own isn't a footprint; it's a memory. How does Backwoods create core memories that millions would relive through social?
The Insight & Strategy
While the industry was just waking up to Gen Z’s physical media revival (In 2025, U.S. vinyl sales surpassed $1B for the first time since 1983), we were already executing against it. The revival reflected a desire for tactile experiences in a digital world.
Because analog experiences create deeper emotional connections, We designed an immersive environment that transformed Backwoods from a festival sponsor into a cultural facilitator. Every element was designed to create emotionally resonant moments that lived both in memory and across social, extending Backwoods' cultural relevance well beyond the festival grounds.
The Execution
Beyond sponsorship, we built Always True Records, CDs & Tapes, a fully operational 1,500-sq.-ft. record store constructed in just three days. The shop featured crate-digging bins, listening stations, album-cover creation, and merch customization. Instead of separating artists from fans, high-energy programming drove foot traffic: From The Block hosted daily live sets, Baller Alert broadcasted on-site interviews, and cross-platform integrations with Rolling Loud and Spotify playlisting broadcasted the energy globally. Fans engaged directly with artists while social content extended the experience beyond the festival.
The Results
Always True Records became one of Rolling Loud Orlando's defining destinations, proving authentic participation builds stronger brand equity than sponsorship alone.
88% of Rolling Loud attendees ranked Backwoods #1 for strongest activation.
Social content generated 22M+ impressions with 19.6M social engagements.
Sparked viral momentum, with a single reel generating 7.24M+ views.
Backwoods became part of the stories fans tell about Rolling Loud. By connecting artists and fans, the brand created lasting emotional equity, proving that the experiences people remember are the ones that become part of their lives.