3D Crystal - Riyaz Datoo

Behind the Scenes with Run DMC and 3DCrystal.com

After the recent RUN DMC ad spot circulated I was asked to explain how the lyrics happened and how it was created. When you can take a service or commodity and add a cool factor and entertainment to it, you suddenly amplify exposure and attention to your brand. I was introduced to iconic hip hop legend, and rock and roll hall of famer Run DMC at the age of 9. Listening to their tracks enabled me to pick up on the ability to adlib rhyme in every day discourse. This especially made my school presentations memorable for my teachers and classmates. So to have the unique opportunity to create this custom track for 3DCrystal with Run DMC in NYC was surreal to say the least. An experience for the entire family, I assigned the kids to help write the lyrics, which was polished in conjunction with Darryl from Run DMC and then recorded at Platinum Sound Recording Studios New York. Here are some of the BTS scenes shared.