The New WAY (Who Are You?) tradition marketing campaign, an initiative to empower youth to redefine profession success, partnered with The Weeknd’s “After Hours Til Daybreak” tour for its Atlanta cease at Mercedes-Benz Stadium.
The marketing campaign is a partnership between Stand Collectively, a philanthropic group created to deal with points like racial and socioeconomic disparities, and Dream Studios. The mission goals to empower youth to discover profession choices by way of a non-traditional method.
“No Extra Desires Studios exists on the intersection of leisure and creativity, and we’re proud to companion with Stand Collectively to assist younger individuals and society at massive think about what profession success can appear like,” La Mar Taylor, inventive director and founder, XO Data and No Extra Desires Studio, mentioned in a press launch.
“This partnership permits us to interrupt down outdated narratives round schooling and achievement, and as an alternative, uplift tales of ardour, function, and risk.”
Forward of the Aug. 21 present, concertgoers had the possibility to go to the WAY station video sales space, which urged guests to mirror on what makes them distinctive. The marketing campaign additionally options inspiring video messages from WAY influencers, akin to rapper Killer Mike. The video consists of Melissa Proctor, govt vice chairman and CMO of the Atlanta Hawks and State Farm Enviornment; Richard Branson, founding father of the Virgin Group and tech innovator; and Iddris Sandu.
Colette Weintraub, head of Stand Collectively Music, Sports activities & Leisure, defined the significance of the WAY marketing campaign, which encourages youth to suppose past conventional norms.
“The prevailing perception in society has many believing there’s one path to success, and success seems a sure manner. WAY is meant to present individuals social permission in a time when there’s lots of social strain. We would like individuals to know they will outline their very own pathways to success, and there’s a couple of pathway. Most significantly, what success seems like is as much as you,” Weintraub said.
Every U.S. tour cease contains a “WAY Station” video with upcoming concert events in Tampa, Houston, San Antonio, and Indianapolis. The tour makes its closing cease in New York Metropolis on Sept. 27.
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