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“We see this as just the beginning,” adds Johnson, who points to celebrities like Jennifer Lopez who have created their own memes, leading to big spikes in activity. According to Twitter, there have been more than 400,000 Tweets mentioning #StraightOutta since Aug.
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1 two days in a row across Facebook, Twitter and Instagram, and, during that time, there were an average of 15,000 #Straightoutta tweets and retweets per minute. 5, the site has had 7 million visitors and nearly 6 million downloads of the meme (as of Aug. 5 launch of the site featured a handful of Beats partners, including Dre, tennis star Serena Williams and NFL player Richard Sherman, presenting their own “Straight Outta Somewhere” stamps, and it’s taken off from there. “It wasn’t about Compton as a place anymore, it became about being proud of where you’re from.”īeats hired North Kingdom agency to create the meme generator, which allows anyone to input their own hometown in N.W.A’s signature black and white logo. “That is where the campaign took its form,” says Johnson. After three junior Beats employees were tasked with coming up with a campaign, they stumbled upon a video of Dre talking about how the members of N.W.A named their debut album Straight Outta Compton because they wanted to show they were proud of where they came from. The “Straight Outta Somewhere” meme was the brainchild of Beats by Dre, in partnership with Universal. “You very rarely see companies like this in a room together,” Beats by Dre CMO Omar Johnson tells The Hollywood Reporter. “But we were all super aligned with Dre’s goals, and he’s been a great maestro to conduct all of these brands working together.” 'Straight Outta Compton' Premiere: Ice Cube and Son Reveal "Hood Prowess" Behind the Biopic