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earl sweatshirt
the missing six: an internet-wide hidden album scaveneger hunt
Inspired by Season 4, Episode 1 of Atlanta, “The Most Atlanta,” and a real-life album secretly uploaded to the internet by Earl Sweatshirt and The Alchemist, this spec campaign launches an internet-wide scavenger hunt to uncover a hidden six-song album from rapper Earl Sweatshirt. In the episode “The Most Atlanta”, Earl voices Blue Blood, a deceased rapper who leaves behind a series of clues leading fans on a scavenger hunt to discover his final resting place. Bringing that fictional storyline into the real world, the campaign challenges fans to track down an album originally hidden online on September 15, 2022, the same day the episode premiered.The hidden album, titled Thirty-Three, will be released publicly on February 24, 2027, Earl Sweatshirt's 33rd birthday. However, the first 33 people to complete the scavenger hunt will earn bragging rights, an exclusive Nike x Earl Sweatshirt collaboration, and a free physical copy of the album.
art direction: andrew flynn
copy: andrew flynn
Teasers
Tweets from Earl Sweatshirt including hints to the legend, album title, features, and producers a few months before Thirty-Three officially releases to garner national attention.
Legend To The Scavenger Hunt:
Sequential lyrics throughout the song lead listeners across the internet to find the next clue. Each stop leads to the next clue with the Thirty-Three logo, a lyric, Earl’s producer pseudonym randomblackdude, the numbers 3, 6, 33, and/or Doom for MF Doom.Stop 1: Wikipedia for Ford Bronco
Lyric - “I whip the stolen Bronco.”
Stop 2: Sub-Reddit for Half-Life
Lyric: “I’m at home playing Half-Life.”
Stop 3: Fandom Wiki Page for Batman Detective Comic #33
Lyric - “How you know? I read it in a book once.”
Stop 4: Letterboxd review on 2009 film Black Dynamite & collab with YouTuber Karsten Runquist
Lyric - “I seen it in a movie once.” Stop 5: Private link to Thirty-Three by Earl Sweatshirt on Soundcloud
Unlisted album on Earl Sweatshirt’s Soundcloud that can only be accessed through direct link. First 333 winners get a free copy of the limited release 1/333 CDs.Limited Release Nike x Earl Sweatshirt Collab
Unlisted Instagram collab posts between Nike & Earl Sweatshirt that can only be accessed through direct link. First 33 winners get free Nike Air Zoom Pegasus 33s and a hat to commerate the journey required to run across the internet.