case study
RAPPIN’ HOOD
— a renowned Brazilian rapper and activist —
lending his voice to the cause, and the Beatbox Gun Machine
turning Brazil’s most-used
firearms into rhythm, the numbers
behind the violence were translated
into code. 
beat box
gun machine
system
CLICK ON THE TEXT TO SEE THE DETAIL
Ponto 41 - Full Music
Rappin’ Hood
Ponto 41 - Playback
Rappin’ Hood
Ponto 41 - Beatbox
Rappin’ Hood
CLICK ON THE NUMBER TO WATCH THE MUSIC VIDEO VERSION
01
02
@gud.reacao
@kdoomofc
@chicao_idg
@mury_sc
@dug.tudooumais
@ananiasctsoficial
@cccamilie
On social media, the news spread and the audience reacted to the hidden message in the beat,
Rappin Hood made the song’s base and the Beat Box GunMachine available to other artists
The press gave wide coverage to the song, spreading the message even further.
PR Results
U$
3.9
M
IN SPONTANEOUS MEDIA
U$
1.7
M
MINUTES LISTENED TO
U$
30
K
PLAYLIST ADDITIONS
U$
60
%
of Brazilian states used music and beats in rap battles
U$
94
%
increase in voluntary surrenders of firearms
After that, Rappin Hood was honored by the Ministry of Culture with the title of Commander of the Order of Cultural Merit
the highest honor dedicated to culture in Brazil
other artists and DJs could make their versions and spread
the coded message even further
CLICK AND LISTEN TO SOME OF THESE MUSIC VERSIONS
Reação Feat Happin’Hood
Cypher Uma Engatilhada
Cortex Feat Happin’Hood
São Paulo
Ecos da Rua Feat Happin’Hood
Gueto