The MTV crew went after the established “Black Ink Crew” fanbase, but also cast a wider net that targeted a younger, African American and Latinx demo. The 360-degree campaign featured Compton as the main centerpiece, depicting human stories and artists looking to make a name for themselves and their city. The effort included promos featuring the best of Compton and a TV blitz. There also was a big presence at the Once Upon A Time in the LBC Festival, which had a pop-up tattoo parlor back stage for artists such as DMX and Bizzie Bone to get tatted up.
