Execution
Creative Direction + Production
RTF led full creative development and post production for the tour film in partnership with Live Nation.
Editorial Approach
Hard-cut montage pacing and poetic rhythm to mirror the pulse of both artists’ catalogs.
Distribution
Released simultaneously across Wu-Tang, Nas, and Live Nation’s global channels, as well as major hip-hop media platforms
“NY STATE OF MIND WORLD TOUR, Official Announcement Film”
Purpose
To create a cinematic announcement film that embodied the gravity of two hip-hop icons, Wu Tang Clan and Nas, joining forces for the NY State of Mind World Tour.
The objective: ignite global excitement ahead of ticket on sale, celebrate the legacy of East Coast hip hop, and position the tour as a cultural milestone, not just another concert run
Concept
Respect the Funk developed a gritty, anthemic visual narrative that merged Nas’s lyrical elegance with Wu Tang’s street philosophy, two worlds colliding under one ethos: “From the block to the globe.”
The creative tone drew from classic 90s hip hop aesthetics reimagined through a modern cinematic lens, combining archival textures, performance energy, and voiceover storytelling to make it feel like a film trailer for a movement.
Results
- 32+ shows across North America, Europe, Australia, and New Zealand.
- US $1.26 million gross from a single sold-out show at the Prudential Center (Newark, NJ).
- Total tour gross estimated at US $35–40 million, with multiple sellouts and added international dates due to demand.
- 3 million+ combined views across YouTube, Instagram, and Facebook for the announcement film within the first month.
- Featured by Rolling Stone, BET, Hypebeast, and Complex as one of the most anticipated hip hop tours of the year.
- Artists’ combined catalog: 40 million+ albums sold worldwide, 10+ GRAMMY Awards, and a legacy spanning three decades, reinforcing the campaign’s historic weight.
Impact
- The NY State of Mind Tour film became the definitive visual identity for one of the most iconic pairings in hip hop history, uniting generations of fans under a shared sense of legacy. For Respect the Funk, it proved the ability to craft high stakes, globally distributed content that merges cultural authenticity with commercial impact.
- “This wasn’t just a tour announcement, it was a cinematic declaration that New York hip hop still runs the world.”
CREDITS
- Directed: Gabriel Santos
- Editor: Matt Frieheit
- Associate Producer: Nathan Doherty