MassiveMusic (Hip) Hop Back to the 90s for Agency Cribs

MassiveMusic takes a trip back to the golden-age of hip-hop, delving into the musical archives to soundtrack behind-the-scenes series Agency Cribs. 

Channelling their inner MTV, the global music agency teamed up with Creativepool and Ground Control to throw open the doors of some the most exciting agencies in adland.

Get to know the staff, the work, the culture and the atmosphere of some of the industry’s top creative shops across a series of behind-the-scenes films. 

Brought on board to give the project the authentic ‘Cribs’ sound, MassiveMusic’s London office created original music for the titles, and carried out the search and licensing for the series’ soundtrack.

Paul Reynolds, MD of MassiveMusic London, explains: “Creating the titles for Agency Cribs was a really fun project, which involved researching old US music TV shows and listening to a lot of late 80's and early 90's hip-hop. After we created the original music for the titles, we sourced and licensed a selection of tracks for the show's content that would make Ice-T nod in approval (and to the beat)."

“An inspiring and positive work environment in the creative industries is particularly important. If your team works in a comfortable space that inspires them, they will feel more confident to pursue their own creative endeavours. Having a peek inside some of the coolest and most creative work spaces has given us ideas for our own office and studios. When the Massive Amsterdam HQ moves next year, we hope Agency cribs will come pay us a visit!"

First up to receive the Cribs treatment is SapientNitro, who invite us into their Spitalfields and Battersea homes and offer a sneak-peek into their day-to-day operations. 

The series of online films launched on 12th November.