Behind The BEAM & Nemzzz 'Rent’s Due' Mixtape Release Campaign

On March 28th rising Manchester rapper Nemzzz released his anticipated mixtape 'Rent's Due', and with the help of BEAM put together a really impactful campaign for a project that also marked the artist's 21st birthday. Let's get into what they did.

For the release of 'Rent’s Due', Nemzzz teamed up with creative agency BEAM with an idea to flip the concept of an mixtape launch party on its head, as they turned a three-storey townhouse in central London into a fully immersive, high-energy home experience that guests are still talking about to this day.

A stand-out feature of the house was the JD walk-in wardrobe, hidden behind the door of a custom-built “Nemzzz bedroom”. The bedroom was. designed to have guests feel like they were stepping into Nemzzz’s world, it featured bean bags on the floor, a PS5 running FIFA all night, ambient red lighting, and personal touches inspired by his project artwork. Dispite all of the above it was the secret wardrobe space that stole the show. Once inside, guests were able to access a sleek, low-lit dressing room designed to feel like a high-end retail showroom. JD Sports receipts were hidden across the house, and those lucky enough to find one could redeem it for exclusive prizes from Nike Tech Fleeces to DN8 trainers. This wasn’t just an activation, it turned out to be more of a live treasure hunt for those who wanted to indulge in an extra side quest on the night.

Another highlight of the night was the custom-wrapped bar, decked out in full 'Rent’s Due' album artwork. This was more than a place to grab a drink, it was a centrepiece. With support from Peak Moods, Ragga Rum, Solduke’s and 1800 Tequila, the bar became a social hub that tied the whole space together, visually and experientially.

BEAM’s design team also reimagined a classic living room setup, but with a twist. As a DJ booth was built directly in front of the fireplace, transforming the space into the party's pulse. With music from Jadey Wadey, DJ Bempah, Jamo Beatz & Sir DJ Corey on the decks, and Ginga Jay on hosting duties, the room stayed at a consistent vibe from start to finish.

The event also saw Ashley Verse design a custom video content set, powered by Meta, giving guests the chance to step into a stylised 'Rent’s Due' scene. With a Nemzzz track ready for Reels and professional lighting and backdrop, it was a go-to moment for capturing content that lived beyond the night.

Throughout the space, custom props elevated the atmosphere from Rent’s Due cereal boxes and fire-lit branding to ambient decor inspired by the album’s artwork. Every detail was considered to reinforce the narrative and immerse guests deeper into Nemzzz’s world.

Guests were kept fueled throughout the night thanks to Wingstop, who served up food to everyone in attendance, a perfect match for the house party atmosphere. And just when you thought it couldn’t get better, Donutelier came through with the sweet treat, gifting guests with some of the best donuts in the city, rounding off the night on a sugar high.

The next day, things moved to Manchester, Nemzzz’s home city — for a full-circle takeover. BEAM, with support from the Bee Network - Transport for Greater Manchester (TfGM),wrapped a full tram in the album’s artwork, transforming public transport into a moving tribute to the project. Nemzzz then performed a one-of-a-kind live set on board the tram for a handpicked group of superfans a once-in-a-lifetime experience that turned heads across the city and brought the campaign home in a major way.

That same night, the 'Rent’s Due' pop-up tour began, hitting eight cities in a matter of days. These intimate, fast-paced shows created real connection with the Manchester act's fans and helped continue to drive momentum for the already anticipated project. The impact was undeniable as 'Rent’s Due' managed to land Nemzzz a No. 6 on the Official UK Albums Chart in its first week.

This campaign wasn’t just about a mixtape, it was an opportunity to get creative with a rising star's rollout by community-building, and offering fans a real experience.