UnitedMasters @ The Grammy’s

CLIENT: unitedmasters | 📍 los angeles, california

Context: UnitedMasters held a star-studded concert ahead of the The Grammy Awards featuring Grammy-nominated Brent Faiyaz, Russ, and Toby Nwigwe. Over three thousand guests attended, including Beyoncé and Jay-Z, DJ Khaled, Nas, Wiz Khalifa, Future, Grandmaster Flash, Doug E. Fresh, Daniel Kaluuya, and more. Held at the Hollywood Palladium, the concert celebrated the 50th anniversary of hip-hop, the music distributor’s strides for artists in the last decade, and trailblazing artists moving the culture forward today. The concert was deemed “a historic night” and a resounding success on all fronts including design and production.

Art Direction: Bold text, textured gold accents, sound bars, and lighting effects kept the look striking without detracting from the main event: the music onstage. We acknowledged historic moments of independence in the history of hip-hop via environmental prints and gold-framed screens. Ten different bars designed for Bulleit kept the drinks flowing all night. A gold record wall served as the backdrop for the guests’ video booth experience, and marquee letters throughout gave the night that Hollywood showbiz feel.