Hail To The "Joint Chiefs"

09/20/04

Atlantic Launches Campaign For Fall Urban Blitz Twista, Fabolous, Trick Daddy, Fat Joe, T.I. Albums Due

Atlantic Records has announced the launch of "Joint Chiefs," a major multi-artist marketing campaign heralding the label's killer line-up of fall urban releases. In a one-month span running from late-October to late-November, Atlantic is rolling out new albums from five of hip-hop's biggest names: Twista, Fabolous, Trick Daddy, Fat Joe, and T.I.

The signature image of the campaign is a striking montage of all five artists, which will be used as the focus of a wide array of advertising, merchandising, and promotional materials and activities. All five "Joint Chiefs" artists will attend the Mixshow Power Summit in Puerto Rico at the end of September to officially launch the campaign. In addition, a major "Joint Chiefs" live concert event is being planned, with details to be announced shortly.

"To have these five great artists all deliver new releases for the fall really shows the force of the new Atlantic," said Atlantic Co-Chairman/COO Craig Kallman. "Our urban department is firing on all cylinders, and this phenomenal line-up has given us a golden opportunity to really bring everything into focus in one fantastic campaign."

The extensive "Joint Chiefs" campaign will include high-profile promotions with Premiere Radio Networks, Clear Channel online, Radio One, and BET. On the retail side, partnerships have been forged with Ecko, Underground Station, Logitech, Champs Sports, and Umbro. In addition, Atlantic's nationwide street team will blanket the country with a "Joint Chiefs" awareness blitz-making appearances at clubs, retailers, and sports events; hosting exclusive listening sessions; and raising visibility via promotional vehicles which will travel the Northeast, Southeast, Midwest, and West Coast.

Spanning the hip-hop landscape from New York City to Miami, from Chicago to Atlanta, the "Joint Chiefs" are:

Trick Daddy: "THUG MATRIMONY: MARRIED TO THE STREETS"-10/26 The first Slip-N-Slide/Atlantic album in two years from the platinum-scoring Miami rapper, "THUG MATRIMONY..." is Trick Daddy's finest work to date. The set is spearheaded by the explosive first track, "Let's Go," which is quickly shaping up to be his biggest single ever. For his sixth collection, T Double D is joined by Lil' Jon, Twista, T.I., Ludacris, Cee-Lo, Trina, Ying Yang Twins, the legendary Ronald Isley, and others.

Twista: "KAMIKAZE" Re-issue-11/2 Nine months after Chicago's Twista made a spectacular #1 debut on the Billboard 200 chart with "KAMIKAZE," the double platinum album is being reborn with new bonus material. Twista's breakthrough success in '04 has garnered him four Source Award nominations, plus BET and MTV VMA nods. Alongside the #1 smashes "Slow Jamz" and "Overnight Celebrity," the album features "So Sexy Chapter II (Like This)" featuring R. Kelly, and "Freak a Leek."

Fabolous: "REAL TALK"-11/9 Brooklyn's own Fabolous is back with "REAL TALK," his third new studio album-following the chart-topping, platinum-plus "GHETTO FABOLOUS" and "STREET DREAMS." His latest set includes the first smash single and video, "Breathe." Along with special guest appearances by the likes of Sean Paul, Lil' Mo, and T.I., the album features production from Just Blaze, Scott Storch, the Neptunes, and others.

Fat Joe: "THINGS OF THAT NATURE"-11/30 Fat Joe, aka Don Cartagena, is back with his sixth studio album, "THINGS OF THAT NATURE." Fresh from his latest success with Terror Squad's #1 hit, "Lean Back," the hip-hop mayor of the Bronx raises his game to the next level-with production from the likes of Timbaland, R. Kelly, Cool & Dre, Swizz Beatz, and Scott Storch.

T.I.: "URBAN LEGEND"-11/30 Atlanta-based rap sensation T.I. exploded into national prominence with his acclaimed RIAA gold Grand Hustle/Atlantic debut, "TRAP MUZIK"-which debuted at #4 on the Billboard 200-and featured the hits "24's," "Rubber Band Man," and "Let's Get Away." Now, the "King of the South" is back with his eagerly awaited second label outing, "URBAN LEGEND," featuring the first single, "Bring Em Out."

Source: The Atlantic Records Group