Optimo + Mass Appeal: Starting 5 Tour

Introducing Hip Hop’s Next Generation

Optimo and Mass Appeal hired me to photograph the kickoff of the Starting 5 Tour, spotlighting up-and-coming hip hop artists embarking on their journey. The photography was narrative-driven, designed to introduce these emerging talents to new audiences by capturing glimpses of their personalities, creative processes, and individual styles.

I documented the full arc of the experience—behind-the-scenes moments, artists preparing for their sets, and their live performances. The images were packaged and published as Instagram galleries, creating a compelling visual story for each artist. These galleries also included photographs by @gregnoire, and @joshmaready. This project allowed me to leverage my live music photography skills, hunting for unique moments during performances and capturing the energy of each artist and the atmosphere of the room.

Working on a tight timeline, I quickly built rapport with each artist, scouted locations for their portraits, and directed them to feel comfortable and authentic in front of the camera. The result was an intimate, dynamic collection that showcased both the raw energy of their performances and the personalities behind the music.

Role: Photography, Creative Direction, Artist Portraits, Live Performance Coverage, Behind-the-Scenes Documentation

Team Credits:
Agency Partner: Co.Lab Creative
Agency ECD/Partners: Tim Hancock, Charles Nordeen
Record Label: Mass Appeal
Artists: 070 Phi, Cantrell, EZR1, Stro, Fashawn, DJ Fresh
Additional Photographers Featured: Greg Noire, Josh Maready