Matter+

Challenge: After years of being underground, a legacy electronic music label was ready to step back into the spotlight — but the scene had changed. The challenge? Relaunch a brand with history, without feeling dated. We had to reconnect with NYC’s underground heartbeat while standing out in today’s oversaturated feed.

Approach: Rather than just post a logo and say “we’re back,” we told a story.

• Developed a video interview series rooted in NYC club culture and its evolution, spotlighting the label’s founder and new partner.

• Directed, produced, shot, and edited a launch campaign from the ground up.

• Captured still photography to give the label a fresh but familiar visual identity

Results: Launch content garnered 1500+ engagements and 8k+ video views on just the initial Instagram posts. We saw assets used in PR and across social accounts to sustain the launch campaign (not included in these metrics).

Client: Matter+// Partner Agency: Repeat + Rinse // Agency: Chemistry Session