Like many people these days, we demand quality from the products we purchase. We require quality design, functionality, and we have a deep appreciation for products made with quality materials and a focus on excellence. It is important to remember that the customer experience doesn’t start when you begin using the product or service, it begins at the first customer touchpoint which can be the website, printed marketing materials, storefront presentation, or the product packaging. DJ Qbert and his partners get it, so we are excited to celebrate not only his extraordinary turntablism skills but his marketing savvy as well.

Photo Credit:
Photo Credit:

This week we feature the World’s First Interactive Album Packaging, DJ Qbert’s Extraterrestria, his long-awaited follow up to the groundbreaking debut album, Wave Twisters from 2001. QBert’s company Thud Rumble partnered with Algoriddim and Novalia to create the Extraterrestria album cover equipped with a Bluetooth chip and reacts when touched, allowing the users to scratch, mix and fade any songs they load into the software. By accessing DJ QBert’s album (or any MP3) through the DJay app, you’re able to manipulate and effect the songs with the use of the built-in controller. This amazing feature will be available for both vinyl and CD packaging. Incredible right, well most of the copies will be going to those that funded the project on Kickstarter, with only a small number made available through Thud Rumble but there may still be a chance to get your copy. It definitely pays to be an early adopter.

To learn more about DJ Qbert and this project please click here to visit the official Extraterrestria site.

Watch the video below to see it in action!

If you’re not familiar with the DJay2 app required to access this technology check it out here.

At Craft Brand Theory, we are aim to foster richer connections with the people, products and experiences that are featured on the blog. Having said that, I would encourage readers with an interest in DJ culture and studying the art of turntablism to visit Qbert’s Skratch University for some free sample lessons.

Skratch University

doc·u·men·ta·ries FOR CREATIVES: REGGAE-The Story Of Jamaican Music


If you’re a musician, music and culture enthusiast, or film buff, today is the perfect day to watch the 02’ BBC three-part documentary series- Reggae: The Story of Jamaican Music. Produced by Maxine Gordon in collaboration with Mike Connolly, the film explores the origins of reggae starting in the late 50’s with the development of ska, its global transformation during the 60’s and 70’s, and its notable impact on western music, most notably hip hop. Since the days of sound systems and dub music, reggae has continued to reinvent itself as a mighty music and cultural global force. It’s important to note that reggae was not just another genre offered to the world; at its core exists an inseperable intimate connection to the people and the political and social climate of the environment. It was fascinating to learn about the influence of the African drum music traditions of Burru and Kamina on the Rastafarian sophisticated drum ensembles, as well as the influence of bebop jazz on a generation of young classically trained musicians, and early Jamaican DJ party rocking techniques over dub reggae on hip hop’s DJ culture. For your edutainment, please check out this three part series below.


Part 1: 1950’s Ska period & history of Jamaican Independence

Part 2: Roots Reggae & Bob Marley

Part 3: Progression of Reggae in the 80’s and beyond


As a former Marketing executive with a passion for the arts, there is nothing more satisfying than to see a brand (small or large) connect with the creative community in a truly authentic cohesive way that affords the artist reasonable autonomy to express the brand’s personality and message through his or her own personal style. When the brand and artist partnership is vetted properly and the necessary trust and understanding is established, true magic and brilliance will follow suit.

In this video, the Ballantine Scotch brand partners with South African DJ and musician, Black Coffee to create a short film that embodies the brand’s mantra, “Stay True, Leave an Impression.” The film is directed by Novemba of Cap Gunna Collective and features an a cappella performance of one of Black Coffee’s best known productions, “Rock My World” by a 40-person choir. Witness a brilliant creative piece that reinforces the brand’s identity without any forced or obligatory product placement.

Although Ballantine is a massive Scotch whiskey, second highest selling worldwide in fact, it’s origin as a small whisky brand in Edinburgh is quite fascinating. Ballantine’s origin dates back to 1827, when George Ballantine set up a small grocery store supplying a small range of whiskies to his clientele. In 1865, he transitioned the store operations to his eldest son Arhchibald while he set his sights on larger operations in Glascow. He then had time to concentrate on global trading and began creating his own blends. As demand exploded in new markets and time passed, ownership changed hands to larger investors with the capacity to continue driving the business. By 1986 Ballantine was named the #1 brand in Europe and the third largest in the world… not bad for a once small batch whiskey eh. In 2005, the award winning Scotch brand was purchased by Pernod Richard and continues to live up to George’s high standard of quality and principles.

Check out the video and visit to learn more about the brand.


Check out Chivas Regal’s $1Million Fund to support and inspire visionaries and entrepreneurs to create positive change through their work. The Venture video opens with powerful message from Academy Award nominee Chiwetel Eliofor followed by other individuals such as Award Winning Actor Liao Fan, Mexico’s coffee businessman Pablo Gonzalez, and Raan & Shea Parton of Apolis. For more information on this initiative visit