When Blackstar released Jared James Nichols’ new signature amp while he was on tour, I saw an opportunity to transform a traditional product launch into a high-energy, multi-city retail activation. For this campaign, I produced a five-stop demo tour across key U.S. retailers. Over the course of a month, I brought the artist, the brand, and the product directly to musicians where they shop, play, and gather.

As project lead, I orchestrated every detail end-to-end: coordinating with Jared and his management, aligning with Blackstar’s product and sales teams, briefing creative and social, managing retailer logistics, and ensuring each store had the right inventory, signage, materials, and giveaways. The result was a seamless fusion of product education, artist performance, and community engagement that drove excitement no paid campaign could match.

The impact spoke for itself: 100% retailer buy-in, 30–40% traffic lift, a 15% post-event sales bump, and strengthened long-term relationships with key retail partners. Each stop reinforced the product narrative through authentic, firsthand interaction, making fans feel part of something exclusive and giving retailers a launch moment they could own.

What began as a demo became a grassroots launch engine, proof that when product authenticity meets artist storytelling and real-world experience, the result is meaningful demand, deeper community connection, and a scalable blueprint for future high-impact activations.