Thirty years after Reasonable Doubt, JAŸ-Z brought the JAŸ-Z30 tour to Stade de France, 8 years after his last show in Paris. Roc Nation teamed up with NEUF for the creative documentation of the night, celebrating 30 years of a career that has ran parallel to the evolution of Hip-Hop from local genre to a global powerhouse shaping culture. The approach was to document the tour with the same intentionality that the way the tour itself was built with: celebrating the legacy of the greatest rapper of all time with a sophisticated eye, both minimalistic and grandiose.
NEUF put together a team around three distinct eyes to create a full scope: one rooted in Paris fashion and glamour, two embedded deep in the French rap scene for hero shots, and a video team already battle-tested on fast-turnaround coverage.
The project spanned across five photo drops being edited and posted live throughout the set, press-ready video cutdowns with live audio synced in and a full video recap shipped in under twelve hours shipped in the same day.
Immediate reaction was felt throughout socials, closing out the tour in a memorable way and cementing JAŸ-Z’s legacy as untouchable.
