Execution
Creative Direction + Production
RTF led the full process, concepting, shooting, editing, and delivering the announcement.
“The Tour Announcement That Broke the Internet”
Purpose
To create a raw, high energy announcement film that would electrify NBA YoungBoy’s fanbase and turn a routine tour drop into a viral cultural event.
Live Nation needed something fast, bold, and disruptive, a piece that captured YoungBoy’s intensity and mythos while breaking through the noise of social media.
Concept
Respect the Funk conceptualized a cinematic street-level reveal, a short, visceral film shot like a trailer for chaos.
Tight framing, flashes of performance, and real world grit built anticipation before dropping the simple, explosive reveal:
“NBA YoungBoy Tour. Coming Soon.”
Every second was designed for replayability, a loopable, scroll-stopping hit of energy that felt bigger than marketing.
Impact
- This project proved RTF’s ability to move at the speed of culture while maintaining cinematic quality. It positioned Respect the Funk as a creative partner capable of turning a 30 second asset into a viral movement, bridging artistry, hype, and brand value in a single drop.
- “When you can make a video hit like a record, that’s the RTF difference.”
Results
- Viral Impact: The video exploded within hours of release, amassing 100 million+ views in 24 hours and trending across multiple platforms.
- Cultural Resonance: Sparked fan-made edits, duets, and remix versions, cementing it as a defining moment in the tour’s launch cycle.
- Earned Media: Picked up by hip hop outlets including RapTV and SayCheese, bringing millions of additional organic impressions.
Fan Engagement:
- 100K+ comments and hundreds of thousands of shares.
- Clips re-uploaded by fan pages, reaction channels, and major hip-hop outlets.
Commercial Effect:
- Pre-sale signups surged across Cinq’s channels immediately following release.
- Helped the label secure record fast sell through for first wave tickets.
CREDITS
- Directed: Gabriel Santos
- Editor: Matt Frieheit
- Produced by: Nathan Doherty
- VFX: Jreams