by Jamoreelah Mullen
August 22, 2025
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 neighborhood created to deal with points like racial and socioeconomic disparities, and Dream Studios. The mission goals to empower youth to discover profession choices via a non-traditional strategy.
“No Extra Desires Studios exists on the intersection of leisure and creativity, and we’re proud to companion with Stand Collectively to assist younger folks and society at massive think about what profession success can appear to be,” La Mar Taylor, inventive director and founder, XO Information 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“This partnership permits us to interrupt down outdated narratives round schooling and achievement, and as an alternative, uplift tales of ardour, goal, and chance.”
Forward of the Aug. 21 present, concertgoers had the prospect 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 contains 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 assume past conventional norms.
“The prevailing perception in society has many believing there may be one path to success, and success seems to be a sure manner. WAY is meant to provide folks social permission in a time when there may be a number of social strain. We would like folks to know they’ll outline their very own pathways to success, and there may be a couple of pathway. Most significantly, what success seems to be like is as much as you,” Weintraub said.
Every U.S. tour cease contains a “WAY Station” video with upcoming live shows in Tampa, Houston, San Antonio, and Indianapolis. The tour makes its remaining cease in New York Metropolis on Sept. 27.
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