Music
Artist development and cultural strategy, carried from first sessions to the culture the work moves through.
Press coverage: Billboard — Swedish House Mafia’s Steve Angello Signs With PPL & More Music Deals; Consequence — Rocco Signs to Grade A/Khalabo Music/Interscope, Drops “She Knows” Video: Exclusive; Lyrical Lemonade — She Knows – Rocco; Variety — Chief Keef Documentary in the Works From Cole Bennett’s Lyrical Lemonade and Kenya Barris’ Khalabo Ink Society (EXCLUSIVE).
The Culture
Grace Street works where music, visual storytelling and culture meet. Our job starts with the artist — developing sound, identity and story — and extends to everything that builds the world around the work.
That means creative direction and visual identity that give a campaign one recognizable language; campaign development that sequences a rollout so it arrives as a moment, not an upload; and cross-seeding into film, television, brands and culture at large, drawing on Grace Street’s own production slate rather than an outside agency’s guesswork.
It also means audience development and cultural strategy — reading where a fanbase actually lives, and placing an artist inside the scenes and conversations their music belongs to, not just the ones a press release can reach.
Rocco — “She Knows” · Grade A / Khalabo / Interscope
Artist Development
From first demo to label desk
Identity, sound and story shaped release by release — the connective work between a bedroom catalogue and a major-label conversation.
Creative Direction & Visual Storytelling
Visual world-building
Cover systems, video treatments and design language that give a campaign one recognisable world across every format it appears in.
Campaign Development
Rollout architecture
Sequencing singles, visuals and press beats so a record arrives as a moment rather than an upload.
Cultural Strategy
Story development & positioning
Identifying the scenes, press and conversations an artist's music actually belongs to, and the story relationships worth building to carry it there.
Cross-Seeding & Partnerships
Film, TV, brands and culture
Exploring cross-seeding opportunities across Grace Street's wider slate — production, brand and editorial connections that could extend an artist's world beyond music.
Audience Development
Who's listening, and why
Reading a fanbase as it actually forms — where it lives, how it grows, and what earns a repeat listen.
Music + Film/TV Integration
Where music meets the wider slate
Exploring natural intersections between music and Grace Street's film and television work — from soundtrack thinking and visual collaboration to broader cross-platform opportunities.
Forthcoming from Grace Street
A music-intelligence desk we are developing for the artists and labels we work with: audience, markets, platforms and momentum read as one picture. The interface below is a concept prototype, not live software.
Grace Street Signal Lab
Music Intelligence Desk
Illustrative · Not Live Data
Illustrative age-bracket breakdown of a fanbase — where the core audience concentrates versus where it's still reachable.
Case Study / 01
The Industry Takes Notice.
Swedish House Mafia’s Steve Angello Signs With PPL & More Music Deals
Billboard’s deals roundup reports rapper/producer Rocco signing with Kenya Barris’s Khalabo Music and Lil Bibby’s Grade A Productions in partnership with Interscope Records, with “She Knows” released August 12 and a major-label debut project slated for that fall.
Read external article
Home Is Where the Story Starts.
Rocco Signs to Grade A/Khalabo Music/Interscope, Drops “She Knows” Video: Exclusive
Consequence’s exclusive covers the 19-year-old Coatesville, Pennsylvania artist joining Grade A — home to Juice WRLD and The Kid LAROI — and Kenya Barris’s Khalabo Music, alongside a “She Knows” video shot in Philadelphia with his childhood friends.
Read external articleThe Vision, In Focus.
She Knows – Rocco
Lyrical Lemonade spotlights the Halftime Huey and Griffin Di Stefano–directed “She Knows” video, noting the Pennsylvania artist’s polish this early in his career with Lil Bibby’s Grade A behind him and Kenya Barris teaming on the project.
Read external article
From the Block to the Big Screen.
Chief Keef Documentary in the Works From Cole Bennett’s Lyrical Lemonade and Kenya Barris’ Khalabo Ink Society (EXCLUSIVE)
Variety’s exclusive reports a Chief Keef documentary in development, directed by Cole Bennett of Lyrical Lemonade and produced by Kenya Barris’s Khalabo Ink Society, chronicling the Chicago artist’s rise, hiatus and return, and the city’s influence on his career. No release date has been set.
Read external article