WHITE PAPER:

Wasalu Muhammad Jaco, better known by his stage name Lupe Fiasco, is an American rapper, record producer, and entrepreneur. Known for his sharp lyricism, complex storytelling, and intellectual depth, Lupe rose to fame in 2006 with the release of his acclaimed debut album Lupe Fiasco’s Food & Liquor, solidifying his place as one of hip-hop’s most thought-provoking voices.

We were approached by Thirty Tigers and Lupe’s label, 1st & 15th, to support the rollout of Drogas Light—his first independent release and a significant milestone in his career. Our work began with the development of multiple digital landing pages for early track premieres and pre-order campaigns, building momentum in the lead-up to the album’s release. These pages served not only as key marketing tools but as creative extensions of the album’s narrative and aesthetic.

In addition to digital support, we were entrusted with the design and layout of the physical album packaging. Working closely with Lupe to bring his vision to life, we created both a Digipak CD and Gatefold Vinyl edition—each reflecting the layered themes and bold imagery of Drogas Light. The result was a cohesive visual presentation that honored Lupe’s independent spirit while offering fans a tangible piece of the project, crafted with the same care and complexity found in his music.