Includes The Rhythm Creators animated series, limited-edition New Balance sneaker & XLARGE lifestyle collaborations, SESSIONS Atlanta mixer, parties & more.
Roland is honoring the 45th anniversary of its legendary TR-808 Rhythm Composer with a global campaign spanning music, fashion, tech, and storytelling. Since its release in 1980, the 808 has become one of the most influential drum machines in music history, leaving its mark on genres ranging from hip hop and pop to techno and trap. To celebrate, Roland has launched The Rhythm Creators, a new eight-part animated series spotlighting some of the iconic artists whose work has been shaped by the 808 and its sibling, the TR-909. Narrated by the artists themselves and animated by Detroit-based Vaughn Taormina, the series debuts with electro pioneer Egyptian Lover and features upcoming episodes with Prince Paul, Fatboy Slim, Jazzie B, and others.
The campaign also includes a Roland x New Balance collaboration on a limited reissue of the Tiago Lemos NM808 sneaker, inspired by the 808’s legacy in skate and music culture. The sneaker drops August 8 via newbalance.com for $114.99. To celebrate, Roland and New Balance will host a private mixer in Atlanta featuring Sonny Digital, Don Cannon, and Mix Master David, along with exclusive demos at Tricky Stewart’s SESSIONS studio. International 808 Day events will take place in Tokyo and London. In Japan, Roland and XLARGE are hosting a launch party in Harajuku with exclusive merch, performances from local techno artists, and a rare vintage TR-808 on display. London’s Roland Store will feature a live DJ set from Complexion and in-store access to the XLARGE x 808 collection, which will also be available online.
