LoveRenaissance (LVRN) has been keeping busy during the COVID-19 pandemic by dropping new music. Over the last month, they released EPs from 6LACK and Summer Walker. Other than releasing music LVRN is being productive in other areas. They are helping create other avenues to be creative and bring revenue for their artists during a time where artists aren’t making much money.
For instance, a couple of weeks ago 6LACK dropped his EP 6pc Hot. The project was the center of a marketing campaign that featured a local black-owned business. 6LACK also created new hot sauce, limited-edition wings, and a virtual restaurant experience. In an interview with Rolling Stone, 6LACK stated he put together the EP to keep busy during the quarantine, but his creativity didn’t stop there. Brainstorming alongside other members of LVRN, 6LACK also came up with other creative concepts and promotions.
One of these creative promotions was delivering his hot sauce named 600 Degrees via robot to select fans in L.A. The robot was created by Cyan and would roll up to the door and deliver the sauce instead of human delivery. In Atlanta, the weekend of the release 6LACK promoted the local black-owned restaurant Goodfellas, with a “6LACK wing” special which came with a bottle of 600 Degrees.
LVRN also helped 6LACK come up with his new website 6lackbox.com. The site serves as a new hub for his content. It contains previews of unreleased music, exclusive merch, and videos. There is also a resource center for social activists and other resources for the black community. In his own words, it serves as an “ever-evolving source for all things 6LACK and black.”
It’s refreshing to see a label be able to support its artists in other areas outside of music. LVRN is one of the few, if not only, labels I know that effectively uses it’s resources and talents the right way. They manage their talent effectively and promote creativity and uniqueness within their company. Being able to think out the box has so far helped 6LACK accomplish some goals outside of music. I am interested to see what they are working on with Summer behind the scenes as far as other endeavors are concerned.