Blackout redefined how battle rap events could build anticipation and is widely regarded as one of the most iconic formats in the culture. I led the full creative in this flagship concept, no matchups are announced ahead of time. Instead, battles are revealed live at the venue using a giant, custom-built rolodex each spin unveiling the next opponent pairing in real time. This format turned the audience into active participants, generated massive social buzz, and eliminated match fatigue by keeping lineups secret until moments before they happened.

The mystery became a brand in itself, driving ticket sales, livestream buys, and social chatter at a scale unmatched by traditional announcements. Its cultural impact attracted major partnerships including Drake for Blackout 5 and high-profile guest hosts such as Raekwon from Wu-Tang Clan. Blackout’s exclusivity, suspense, and high production value cemented it as a fan-favorite series and a blueprint for creative event branding in battle rap