I’ve been desperate to share this project, since the initial rough sketches.
MNRK Music Group’s brief: a limited edition 25th anniversary vinyl celebration, evoking the Bobby Digital universe throughout its physical construction. A collectable piece of ‘theatre’ that cannot be pushed onto a shelf between other LP’s, but demands to be experienced and then exhibited as a piece of objet d’art .
Starting with a blank piece of paper, our small MNRK+Pozzoli creative team developed the ideas that became the product you see here. Despite being spread across LA, NYC, London and Milan the team met regularly to brainstorm and develop the project.
“...with Pozzoli, you’re not working with a vinyl pressing or packaging company. You’re working with, a music company and music people who are passionate about the art within and without.”
When it comes to mid-range products, we owe the fan more than just some jazzy coloured vinyl. IFPI 2023 data shows that 43% of vinyl fans buy it to have a physical record to look. To Look At!. And a staggering percentage don’t even own a turntable. So tactile, displayable deluxe vinyl sleeve are logical. Collectability, exclusivity, and value can lie within the design and construction of the sleeve of mid-range releases. Not just the colour of the vinyl.
Bobby Digital is the natural extension of the way we have explored this value proposition for a while now. This fun playful product has little Easter eggs buried within the piece for the fan to discover.
Recorded across three LA studios and released on November 24, 1998, Bobby Digital in Stereo was RZA’s first solo album. As the leader of the Wu-Tang Clan he’d produced most of the albums of the group and solo records of the other members.
Bobby Digital is RZA’s alter-ego, a comic book antihero who drives around in a bulletproof Digimobile, “with an externalized id with little regard for manners, foes or anything resembling consequence”. Visually, Bobby Digital evokes the US blaxploitation movie posters of the early 1970s in all their vibrantly coloured, sexy, explosive, and intense glory.
“43% of vinyl fans buy it to have a physical record to look. To Look At!”
Unsurprisingly, it’s a producer's album, showcasing RZA's talents in the control room. Instead of the edgy street vibe of Wu-Tang Clan, Bobby Digital showcased an experimental sound utilized different production and vocal styles. Instead of the sample heavy beats that RZA became known for, this album leaned heavy on keyboard-driven sound which RZA named the “Digital Orchestra”.
Ghostface Killah, Method Man, Ol’ Dirty Bastard, U-God and Inspectah Deck were the only contributors from the Wu-Tang Clan.
It’s been one of the most fun and rewarding projects to be involved in.