Universal Music Group set out to embark on a communications plan that highlighted the music conglomerates commitment to giving back to the community and the brands philanthropic mission to reach urban youth through the power of entertainment and celebrity engagement.


The Blueprint Global Group developed a 15-city brand marketing tour for rap superstar TYGA. The R.O.A.R. initiative featured TYGA and ran in tandem with the Chris Brown FAME tour, securing top tier media and taking artists, influencers and professional athletes into local schools for impromptu performances to boost education and self-esteem in youth.


Blueprint Global Group fulfilled Universal Music Groups mission to reach urban youth. Blueprint Global Group provided the brand with access to over 15,000 youth in tour markets during school visits, garnered coverage from major broadcast networks, digital, and print media that amassed a total value of 540,000 worth of earned media coverage reaching over 2,346,000 people across the globe.

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