×
You will be redirected back to your article in seconds

Never Mind the Super Bowl, the Biggest Game in Atlanta This Weekend Is Quality Control

The label's marketing manager says, in addition to welcome displays at the airport, some 14,000 posters will plaster the city this weekend.

Those flying in for Super Bowl weekend in Atlanta can expect to be greeted by Quality Control, the local music company that savvily purchased prime display space at the airport and is sniping key areas in the city to the tune of more than 14,000 posters. QC, founded just five years ago by Pierre “P” Thomas and Kevin “Coach K” Lee (pictured), is home to Migos, Lil Yachty, City Girls, Lil Baby and, through a management consulting arrangement, Cardi B. The company was honored at Variety‘s “Hitmakers” event in Hollywood last fall for the tremendous strides it has made in not just breaking acts out of Atlanta, but shaping the sound of hip-hop globally.

Not surprisingly, the company’s acts are performing all over the city during Super Bowl week: On Thursday night, Migos, Lil Yachty and Lil Baby performed on a bill with Ludacris, Lil Jon and others for the Bud Light Music Fest; tonight Migos are performing with Diplo and Tiesto at Shaq’s Fun House; Cardi B is performing with Bruno Mars on Saturday, also as part of the Bud Light fest.

As for QC’s visibility this weekend and throughout the year, credit is due in no small part to Mr. Too Official, marketing manager for QC and CEO of Too Official Promotions, who spoke to Variety on Super Bowl weekend eve.

Whose idea were the welcome screens at the Atlanta airport?
It came from the whole QC marketing team, and our staff at the office.

What was the thinking behind it?
So that when people come to Atlanta, they know we’re the number one label. It’s really a reminder because [you see it] as soon as you get off the plane… And the reaction was crazy! … I hadn’t seen it and everybody started DMing and calling me about it. It was everywhere.

What would you say is Quality Control’s importance in Atlanta?
Artists who are really hustling and trying to get in the game, they look towards QC for motivation. We’re one of the labels where the CEO comes from the streets — ’cause everybody knows that P is from the streets. To see him successful and where he’s at, it’s a big motivation. And he’s straight out of Atlanta.

What are your feelings going into Super Bowl weekend as the eyes of many millions turn to Atlanta?
That’s a big thing. Yesterday, we ordered 14,000 posters so we about to flood Atlanta like no other. Freeways, streets, poles — you’re gonna see our brand everywhere. Each artist that we represent and manage — posters. Our advertising game is about to be crazy. It’s about to be the biggest weekend for people to know what our movement’s really about. They’re gonna see QC really runs Atlanta.

How do you balance traditional physical promotion with apps like Instagram and Facebook?
That’s where we started from. For two to three years, we always advertised like that. When Instagram and Facebook came, it was good for me to put content out but I always kept it grounded. No matter which show, when we do concerts, we print posters to give to the fans because they spend so much to [be there] — they gotta pay for drinks or for shirts, so we always do the posters to kind of give back.

How much does a Too Official guerrilla marketing campaign cost?
A real crazy Too Official guerrilla marketing campaign runs about 50, just rounding. That’s $50K, not 50 dollars.

Any thoughts on Travis Scott’s decision to perform during the halftime show despite cries to boycott out of respect to Colin Kaepernick?
No. I’m just praying that he does a good show, that he’ll be representative of all of us who don’t have a voice. Through all the hate, good energy conquers everything. I think he’s doing a good deed.

More Music

  • Chris Thorne - Beats

    Apple's Beats by Dre Taps Chris Thorne as Chief Marketing Officer

    Beats by Dr. Dre, Apple’s audio-products subsidiary, announced Chris Thorne — whose past gigs have included stints at EA and Jessica Alba’s The Honest Co. — as its new CMO. Thorne takes on the chief marketing officer role after the departure earlier this year of Jason White, formerly Beats’ EVP and global head of marketing, [...]

  • Prince Death

    Prince’s ‘Batman' at 30: How the Film Saved His Career From ‘Horrible’ Financial Straits

    As the movie that ushered in both the modern-day superhero genre and a new peak in the art of saturation marketing, Tim Burton’s “Batman” has a legacy that’s hard to overstate. Virtually everything associated with the 1989 comic-book adaptation became a cultural phenomenon, from Burton’s mischievous, mainstream-goth aesthetic to the meta-narrative of the film’s record-breaking [...]

  • Mary J. Blige and Rihanna

    Rihanna Presents Mary J. Blige With BET Lifetime Achievement Award

    Rihanna took the Microsoft Theater stage on June 23 to present Mary J. Blige with the BET Lifetime Achievement Award. Hailing the legendary singer for her style and sound, Rihanna also made mention of Blige’s history-making two Oscar nominations in the same year, for best actress and original song for “Mudbound.” Accepting the trophy, Blige [...]

  • Offset, Takeoff and Quavo of MigosBET

    BET Awards' Carpet Colored Blue in Honor of Late Nipsey Hussle

    The 2019 edition of the BET Awards doubled as a celebration of late rapper Nipsey Hussle, who was killed in March outside of his Marathon clothing store in Los Angeles. In honor of the man affectionately known as “Nip,” the carpet was colored blue. “The marathon continues” was a common refrain on the carpet (as [...]

  • Cardi B accepts the album of

    BET Awards 2019: The Complete Winners List

    The 2019 BET Awards kicked off with a performance by Cardi B, who came into the night leading with 7 nominations and, not surprisingly, picked up the award for album of the year for her “Invasion of Privacy.” Other top nominees included Drake with 5, and Beyonce, Travis Scott and J. Cole, each with four. [...]

  • BEVERLY HILLS, CALIFORNIA - JUNE 22:

    Quality Control's Coach K Says Abortion Ban Has Already Impacted Business in Atlanta

    A who’s who of black entertainment and tech filled the Beverly Hilton Hotel ballroom on June 22 for the 4th annual Culture Creators Innovators and Leaders Awards brunch. Honorees included Byron Allen, who received the Icon Award; actress and executive producer Marsai Martin, who was named Innovator of the Year; and Quality Control Music founders [...]

  • Juice WRLD Talks Next Album, Streaming

    Juice WRLD Talks Next Album, Audiomack Award at Private BET Weekend Dinner

    On the Saturday evening of BET Weekend, Juice WRLD held an exclusive private dinner and celebration for his Best New Artist nomination at Sunday’s 2019 BET Awards. Presented by Audiomack and BMG, select friends and top executives from Interscope, BMG and GradeA Productions conjoined at BOA Steakhouse on Sunset Blvd. in West Hollywood to congratulate [...]

More From Our Brands

Access exclusive content