One of Hip Hop’s most dynamic minds and respected personalities, Bobbito Garcia [click to read], has reportedly taken the Chief Creative role at the advertising group Project 2050 yesterday. Garcia is known for his writing in The Source magazine’s glory days, an author on sneaker culture, co-founder of Bounce magazine, and record label experience, both as a seminal A&R at Def Jam, as well as launching the ’90s Fondle ‘Em imprint (MF DOOM, Mhz, Cage). Most notably, Garcia was also responsible for the Stretch & Bob radio show throughout the ’90s New York, with partner Stretch Armstrong. The Columbia University-sponsored show was responsible for the partial discovery and development of Nas, O.C., Organized Konfusion and others.

Project 2050 is a New York-based company known for its impact on the Hip Hop marketplace. In 2005, the outfit launched with Obey‘s Shepard Fairey as founding creative director.

Bobbito was a natural fit for us in our ongoing mission to align ourselves and our clients with the most highly respected and influential figures in the worlds of culture and creativity. His essence encompasses what Project 2050 is all about,” stated Matt Pressman, Project 2050‘s President in a press release.

I’m elated to join the Project 2050 family,Garcia said. “The shop has always been focused on being genuine and I’ve always held a high regard for their creative process. Their work ethic and forward thinking attracted me to the opportunity the most. For those who know me well, I have always been passionate about exposing cultural movements that begin on the street level and eventually influence the globe. I look forward to working with my friends at W+K, TBWA, Nike, EA SPORTS, New Era Caps, Gatorade, and many more in my new capacity. We will continue to work with agencies, brands and people we admire and trust.