A distinctive platform for cultural exchange and communication
If traditional PR activities aren’t effectively reaching Gen Y and Gen Z, it’s time for a new approach. That’s why we developed Back to Tape, a platform that dives into the world’s largest youth culture: Hip-Hop.
The Story: Hip-hop veteran Niko Backspin embarks on a journey to connect with numerous artists, creatives, fans, and enthusiasts within the hip-hop community. The focus is on the core values of this culture—respect, inclusivity, pioneering spirit, and creative self-expression—values that resonate deeply with Porsche’s own principles.
In addition to a range of stories, social media posts, podcasts, press reports, books, tapes, and events, this content series now features three compelling feature-length video documentaries.
The cross-media success story of Back to Tape
Newsroom media relations
Since the launch of our content platform, Back to Tape has garnered hundreds of articles and clippings. Journalists worldwide are intrigued by the authentic insights we offer into hip-hop culture.
From the beginning, the Porsche Newsroom has served as the central hub for our public relations efforts. Here, we provide media representatives with all the essential information and materials they need for their reporting.
Film documentaries
We’ve now produced three documentary-style films with our host Niko Backspin. The first focused on the German hip-hop scene, and in the second, we traveled across Europe.
For the third installment, we did something truly special. To mark the 50th anniversary of hip-hop, we journeyed to its birthplace. We interviewed 23 artists, including legends like Xzibit, Karl Kani, and DJ Muggs from Cypress Hill.
Social media
Our aim is not to annoy people with dull advertising but to offer authentic content that genuinely interests them. That’s why we’re present where content is already being consumed—on social networks like YouTube, Instagram, Spotify, and others.
Naturally, “Back to Tape” is featured on Niko Backspin’s channels. However, it also appears on the profiles of well-known interviewees like D-Smoke, Kool Savas, and Lord Esperanza.
Events
Hip-hop is a culture that connects people worldwide through its values. That’s why we’ve consistently brought people together at events as part of “Back to Tape.”
A highlight was our guest appearance at the Elbphilharmonie, where we united fans, journalists, and artists. The event featured German hip-hop legends like Moses Pelham and Curse, as well as newcomers, graffiti artists, and breakdance icons.
One Idea, Three Seasons
“Hip-Hop Culture – A Road Trip Through Europe” is the title of the cultural and travel guide we published, available in both German and English.
Spanning 212 pages, the book profiles 17 different artists from Germany, the Netherlands, the UK, France, Spain, and Denmark. What do they all have in common? A love for hip-hop and a significant influence on the culture in their own unique ways. All proceeds from book sales were donated to Viva Con Agua.
One Idea, Three Seasons
Since its premiere in 2018, the award-winning “Back to Tape” series has repeatedly made waves. It all began with a documentary about hip-hop in Germany, then continued with a journey exploring the roots of European hip-hop culture. In Season 3, we embarked on a road trip through the USA to celebrate hip-hop’s 50th birthday. What’s next? Stay tuned!
