NxWorries Win a GRAMMY for ‘Why Lawd?’
We all have records that capture a place in time so vividly. NxWorries’ first album Yes Lawd! and the subsequent remix record hold a special place in my heart. Back in 2016-17 I was running around New York, struggling to get my foot in the door in the world of music after years of branded “cultural” lifestyle and footwear marketing for brands like adidas, Nike… you name it. This album served as the soundtrack.
At the time, I was fantasizing about a move to Los Angeles, but that wouldn’t happen just yet. Life has a weird way of coming around full circle - things just progress a little slower (but you’ll always end up adjacent to the daydreamed destination in a way that surprises yet makes total sense).
Fast forward a few years, and I was able to interview Knxwledge and Anderson .Paak during my stint as HYPEBEAST’s Managing Music Editor. They hinted at a follow-up album, but wouldn’t reveal too much. Then COVID hit and the editorial world crumbled. I freelanced for a few years, then out of nowhere the opportunity to move to LA finally happened… to lead digital marketing for Stones Throw Records right before NxWorries launched their sequel some 8 years later - Why Lawd?.
Now I can proudly say that I worked on a GRAMMY Award-winning album - Stones Throw’s first. That being said, AP and Knx basically market themselves, but we were able to pull off a bunch of fun stops along the way. From commissioning artist Rhymezlikedimez for a visualizer and alternate album cover, to surprising fans with little lead time and hosting an entire pop-up on release day, this campaign remains one of my personal favorites at Stones Throw.
Project role: led the social media rollout for both paid and organic marketing on label and artist accounts, implemented new strategies for influencer marketing, created original social media and e-comm assets, built dedicated newsletters along the way, and planned & hosted a Why Lawd? Los Angeles pop-up shop.
