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Russell Trotter

Senior Cultural Strategist since 2014


russell@rescuescg.com
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Russell “Hustle” Trotter has an extensive background working with youth, in Hip Hop culture, and advertising and is joining Rescue SCG as our Sr. Hip Hop Strategist. After receiving his degree in PR and Marketing from Georgia Southern University, Russell began his behavior change career working for the Truth Campaign. After three years, he launched an entertainment firm, RRI Entertainment, that produced several events and marketing campaigns around the southeast focusing on the Hip Hop audience. He was able to establish relationships with top celebrities and major players within the music industry. After solidifying these relationships he decided to shift his focus on music, based on the amount of negative content that was targeting African American youth. He launched several projects with nationally known Dee Jays, such as DJ Infamous, DJ J-1 and worked with top names in the industry ranging from Kanye West, Bobby Valentino, Field Mob, Jadakiss, Talib Kweli and Ludacris. As an MC, he started the Hip Hop Leadership program which focused on using hip hop to reach at risk youth locally and nationally. He was able to partner with several schools, non profit programs, and conferences to teach the youth hip hop culture, while educating them in HIV, substance abuse, and violence prevention.

Based on his overwhelming buzz in Atlanta, he was invited to host and perform on the largest traveling art and music tour, Art Beats and Lyrics. In addition to hosting and performing, he received the contract to handle public relations for the tour. The tour was featured on national news outlasts ranging from VIBE Magazine to CNN. Russell was heavily recruited by the agency, IMAGES USA, who promoted the tour and that gave him an opportunity to handle account services and PR for several large brands; KFC, Microsoft, Hillshire Farm, Jack Daniels, and Glory Foods. His specialty was using his in depth knowledge of Hip Hop culture in order to create innovative campaigns for the target audience. He was later offered an opportunity at a larger agency, BBDO to handle broadcast production, digital, experiential, and account management with the Georgia Lottery.

In addition to making an impact within the advertising world, he is super relevant in Hip Hop culture. He was named one of the top cultural influencers by Red Music Academy and earned the “Mr. X” position in the Atlanta market. He also was recruited by VIBE Magazine to be a video personality and culture contributor. He focused his musical talents on co-writing, managing producers and working with younger and established artists.

Russell is proud to continue his work with the Hip Hop peer crowd and we are excited to have him join our team and know he is going to make a huge impact within the organization.