Diabolical

JAŸ-Z30 Tour

Celebrating one of rap’s most defining careers, JAŸ-Z30 marks 30 years of Jay-Z’s debut album, Reasonable Doubt, with a landmark tour that kicked off in New York earlier this summer. His first (solo) tour since 4:44 in 2017, the run is rumoured to feature guest appearances from Eminem, Rihanna and Beyoncé, with demand even prompting an additional date at Tottenham Hotspur Stadium.

To promote the London dates, DIABOLICAL worked with Live Nation on a bold, multi-format campaign. City-wide 4-sheet takeovers and a high-impact kiosk site at London Bridge carried the scale of the tour into the heart of the capital.

Over in Shoreditch a striking hand-painted mural brought the campaign directly to the high street, underlining both the cultural weight of JAŸ-Z30 and the scale of a tour that is set to cast a legacy.