SCROLL FOR A SERIES OF WORKS LED BY J.D. TUMINSKI
VIDEO PROJECTS
Showcasing a sampling of some of the video projects that I oversaw the creation of, executive produced, creative directed, managed, and promoted. In no particular order:
Working with our partners at Vevo and SB Projects, we put together a series of flagship live performances celebrating the release of Justin Bieber’s #1 album, JUSTICE. Garnering 10’s of millions of views across all pieces, we were able to stir online conversation around the release.
Tier-A livestream performance live from Paris, France, celebrating the release of Justin Bieber’s album, JUSTICE. We teamed up with YouTube to propel their new After Party feature, giving content exclusively to premium subscribers.
In an official partnership with YouTube Music, we produced an original concept called ‘Crate Talk’ in line with 2 Chainz’s album, Rap or Go to the League. Driving millions of views and social currency, the 4 part series drove culture forward with compelling conversations between 2 Chainz, Steve Stoute, Mike Dean, Gary Vee, and Winnie Harlowe.
The two-part series paired Grammy Award Winning artist Lecrae up with the National Championship Clemson Tiger Football team for an original series called ‘Hype Up.’ In it, Lecrae spoke with Coach of the Year Dabo Swinney, interacted with the team and performed for the student athletes. The piece was picked up by major sports outlets, such as ESPN, Bleacher Report, Cycle, and more.
Looking for a way to articulate the making of Snoop Dogg’s album, BUSH, we custom-styled a set to hold a forum for Snoop and Pharrell Williams to hold a strong conversation. The various pieces of the conversation drove millions in viewership and strong sentiment toward the album.
Working with Bleacher Report, we connected Rams superstar Todd Gurley with Def Jam artist YG for a unique segment where they shared a moment to create some music together. Creative concept put together by J.D. Tuminski and produced by B/R.
Teaming up with Vevo for their flagship series, Vevo X, we worked with Alessia Cara and her creative director to find a unique space in Brooklyn to film a series of thoughtful live performances. The series was heralded as one of the best of the year, celebrating the release of her album, The Pains of Growing.
PARTNERSHIPS/MARKETING ACTIVATIONS
A sampling of original partnerships and collaborations from a multitude of industries, led by J.D. Tuminski:
Justin Bieber’s TikTok Valentine’s Day Takeover
TikTok’s first-ever full-length single-artist LIVE performance, #JournalsLive drew over 4 million unique views over two broadcasts, making it the most-viewed single-artist livestream in TikTok history!
Universal Music Group’s Hip Hop 50 Empire State Building Takeover!
Working with Universal Music Group and the Empire State Building, we teamed up with iconic NYC-based UMG hip hop/R&B artists Ja Rule, Ashanti and Jadakiss to light the building gold for Hip Hop’s “Golden Anniversary.” Following this, we took the party to Brooklyn for a bespoke event that celebrated the culture.
Def Jam x NY Jets NFL Campaign
Working together with the NFL’s New York Jets, Def Jam became the first label to ever officially partner with a professional football franchise. Programming around the partnership included original music, Def Jam-licensed music against all original JETS video content, in game appearances, original content, collaborative playlisting, and much more.
Equinox+ x Def Jam Hip Hop History Month Programming
J.D. Tuminski led the first ever full label collaboration with Equinox+ brand SoulCycle for a month long of original programming. The programming included custom choreographed classes that highlighted the past, present and future of hip hop as it related to Def Jam artists. The campaign became the highest rated hip hop related programming on the platform.
NBA 2K22 “Iced Out” Edition
Def Jam’s original music programmed the soundtrack to the special edition of NBA 2K22. In addition to soundtracking the game, Def Jam artists were given the opportunity to film and promote original content as well as receive copies of the game early.
Def Jam x AS Roma Programming
The first ever collaboration from professional Italian Football (Soccer) team AS Roma with a music label in the United States. The collaboration included a collaborative Spotify playlist as well as merch. Planned transfer announcement with GRAMMY Nominated artist Pusha-T.
Lecrae Minitaturizes Himself with Dopl
GRAMMY Award winning hip hop artist Lecrae teemed up with Dopl to create miniature versions of himself as part of a scavenger hunt/sweepstakes throughout his All Things Work Together tour. The first of its kind between a music artist and the 3D printing company.
Alessia Cara Launches Instagram TV
Teaming up with Instagram, GRAMMY AWARD Winning artist Alessia Cara helped usher out the flagship product IGTV. The launch included original content and promotion directly from the team at Instagram
Desiigner Rolls out XBOX Live Sessions
Desiigner launches celebrity XBOX Live Sessions where he gamed with fans on the official Microsoft network.
DeJ Loaf Custom Sole Bicycle
J.D. Tuminski connected California-based lifestyle biking brand SOLE with rising artist DeJ Loaf for a custom bike around her EP. The first collaboration of its kind, the results drove millions of impressions and data capture around the roll out.
MARKETING, SOCIAL & DIGITAL ACTIVATIONS
Influencer marketing with Nicolas Nuvan to capture various videos for the 50th Anniversary of Hip Hop. Example with Ja Rule above.