OUR ROLES
Creative Direction
Videography
Art Direction
Set Design
Merchandise
Content Creation
OVERVIEW
It’s Time Tour
Spring 2023
AMPLIFYING FEMALE ARTISTS
In the fiercely competitive and often male-dominated music industry, TRIBL Records sought to create a stark addition to the narrative. Where women were often relegated to supporting roles, TRIBL conceptualized a fully female-led tour — providing talented female artists the spotlight they deserved.
Enter the powerhouse set: Tasha Cobbs Leonard, Taya Gaukrodger, Natalie Grant, and Naomi Raine, each with unique styles and music genres. From gospel to country influences, merging these diverse personalities into a single harmonious vision outlined our creative challenge.
“As a woman, sometimes you do have to fight: to be heard, to keep going, to find your value. What’s unique about the four of us coming together, is we get to fight for one another.”
Natalie Grant
MERGING STYLES
As we immersed ourselves in the landscape and dynamic differences of the artists, we quickly understood embracing the idiosyncrasies of each personality would propel engaging marketing. Each step of the journey, from interviews to promo shoots to songwriting sessions, supplied personable insight into an overlooked stage of the creative process. In one leg of the media tour on ‘Fox and Friends’, Naomi and Taya covered one another’s hits, to expand on the tour’s mission for fearless women partnering together. We contributed to content ideation, interviews, drops and covers, collaborating closely with the social media team.
CENTER STAGE
Working closely with TRIBL’s brilliant production team, they transformed conceptual ideas into breathtaking realities. Renders became a roadmap to the final spectacle, and it was nothing short of awe-inspiring with vivid colors and dynamic visuals. The beautiful platform captured attention; ultimately, for the artist’s words and mission to ring loud.
WOMEN INFLUENCE CULTURE
We saw a staggering increase of 30k Instagram followers in just six months. The meteoric rise of the official Instagram account saw thousands of likes and collaborations garnering closer interaction with followers, influencing the verbiage used for tour merch. Our client's work wasn't just transformative; it was trendsetting.
In the end, this project wasn’t about selling product, gathering ‘likes’ or garnering press, it was about joining powerful voices and sharing profound information. These female artists are a testament to the power of passion and determination, and we were honored to be a part.