The Black Crowes 2020 Tour Announcement

The Objective:
Generate national awareness and excitement for The Black Crowes’ tour, celebrating the reunion of brothers Chris and Rich Robinson and the 30th anniversary of the band’s seminal debut album, Shake Your Money Maker.

The Approach:
We executed a strategic, mystery-driven campaign designed to spark curiosity and cultural conversation ahead of the announcement. Activations included cryptic teaser billboards across key North American tour markets, hand-painted murals created in collaboration with local artists, and two surprise club performances in New York City and Los Angeles that reignited fan enthusiasm. The campaign culminated in a bold, nostalgia-rich moment with a full vinyl wrap takeover of the iconic Tower Records on the Sunset Strip, anchoring the tour launch in music history while generating high-impact visual buzz.

The Results:
The integrated rollout successfully cut through the noise, delivering strong national attention, widespread fan engagement, and sustained momentum leading into the tour on-sale - reestablishing The Black Crowes as a major touring force and celebrating a milestone moment in the band’s legacy.