Execution
Creative Direction + Production
Respect the Funk oversaw the full process, concepting, shooting, editing, and color grading the video for maximum impact on Instagram Reels and TikTok.
Style & Delivery
Music history video biography of Lil Wayne traveling through the Carter series. VFX, 3D, and Handheld. Delivered multiple versions (with captions / clean cut / story format) optimized for replay and cross-posting. Short runtime (< 60 s) engineered for completion and shareability.
Purpose
The rollout included high-impact media: For example, video announcements tied to the album release date and tour announcement. Fans were primed with visuals and messaging.
Visual assets enabled rapid social sharing, built awareness and created urgency, key for converting viewers into ticket buyers.
By embedding the album and tour messaging together (video → album → tour), the campaign used a classic funnel: engage → excite → convert.
The high visibility venues and legacy story delivered video and photo content that further amplified the cultural reach.
Results
- Viral Impact: The post exploded within hours.
- Tour length: about 34, 36 shows (North America only) according to sources.
- Supporting acts include Tyga, NoCap (on select dates), Belly Gang Kushington, and others.
- To date (with ~207 headline reports submitted to Pollstar’s Boxoffice database): ~1.6 million tickets sold and gross of US$110.8 million.
Impact
- The piece became a cultural pulse moment for the page, reinforcing RTF’s creative reputation for crafting artist driven, cinematic micro content that performs on algorithm and authenticity alike.
CREDITS
- Directed: Gabriel Santos
- Editor: Matt Frieheit
- Produced by: Nathan Doherty
- VFX: Jreams