Stones Throw x Roland SP-404MKII Limited Edition Collaboration

Legendary producer, DJ and founding member of the Beat Junkies J. Rocc live from Stones Throw Studios with the freshly minted Stones Throw x Roland SP-404MKII collab.

Roland x Stones Throw - a match made in hip-hop heaven.

Early into my stop at Stones Throw, the opportunity to collaborate with the folks at Roland came up. The 404 is an iconic piece of machinery, one that has a deep history as a go-to tool for at least half of the label’s roster throughout its near 30-year history. The MKI was a mainstay in Los Angeles’ Low End Theory days up until the sequel launched in 2021.

It’s not often that Stones Throw has the opportunity to flaunt a physical product outside of vinyl, so we wanted to make this extra special. As the lead project manager for the collab, I also got the chance to hop back into the director’s chair by leading all creative for the campaign.

Project role: Directed and edited J. Rocc’s Roland performance video for YouTube and social media, led all strategy for the digital and physical product rollout (including hosting a beat battle and in-person launch event with Stones Throw artists), and spearheaded influencer and paid marketing. Also crafted all copy, newsletters and e-commerce.