Bay Area production company Caruso Company and creative editorial boutique 1606 Studio have formed a joint alliance to provide agencies and brands with one-stop solutions for advertising, branded content and other media projects. The agreement builds on a strong history of collaboration between the two companies that includes projects for OXIGEN Water, University of Arizona Health Sciences and Norton Utilities. All three projects were helmed by Caruso Company director and 1606 partner Doug Walker and edited by Walker and 1606 editors/partners Brian Lagerhausen and Connor McDonald.
These projects represent how this strategic alliance will result in a streamlined workflow, greater efficiencies, and an integrated creative approach. Caruso Company founder and executive producer Robert Caruso said, “Formalizing our relationship, will allow us to work together organically with our good friends at 1606 and tap into the best capabilities of both companies.”
In today’s challenging environment, agencies and brands are looking for solutions that simplify production. “Cross-disciplinary collaboration reduces the number of layers in the production process that can slow the process and dilute the quality of the end product,” said 1606 Studio exec producer/partner Jon Ettinger. “Our two companies have developed a strong rapport and we welcome the opportunity to take the relationship to the next level.”
Caruso Company and 1606 Studio have engaged independent agency Novick, Inc. as their joint sales representative.
The most recent project for OXIGEN Water features its owner and Golden State Warriors star Steph Curry as well as frontline workers. It parallels Curry’s training regimen with the efforts of real-life workers involved in pandemic recovery. Caruso Company and 1606 are currently working on a project for agency Butler, Shine, Stern & Partners, with Walker as director and 1606 Studio’s Brandy Troxler as editor.
Ettinger expects the strategic alliance to lead to a greater diversity of projects and opportunities for 1606 Studio’s full editorial staff.
Other past collaborations include:
- A public service campaign via Erich & Kallman for the United Nations UN Women initiative, promoting International Women’s Day.
- A branding video for the University of Arizona Health Sciences titled Tomorrow is Here.
- An earlier series of short films for OXIGEN and Erich & Kallman profiling frontline workers affected by COVID-19.
Kendrick Lamar will headline the 2025 Super Bowl halftime show
Kendrick Lamar will pop out on the NFL's biggest stage next year: The Grammy winner will headline the Apple Music Super Bowl Halftime Show in New Orleans.
The NFL, Apple Music and Roc Nation announced Sunday that Lamar would lead the halftime festivities from the Caesars Superdome on Feb. 9. The rap megastar, who has won 17 Grammys, said he's looking forward to bringing hip-hop to the NFL's championship game, where he performed as a guest artist with Dr. Dre and Snoop Dogg in 2022.
"Rap music is still the most impactful genre to date," Lamar said in a statement. "And I'll be there to remind the world why. They got the right one."
Lamar has experienced massive success since his debut album "good kid, m.A.A.d city" in 2012. Since then, he's accumulated 17 Grammy wins and became the first non-classical, non-jazz musician to win a Pulitzer Prize for his 2017 album "DAMN."
The rapper's latest album "Mr. Morale & The Big Steppers," was released in 2022. He was featured on the song "Like That" with Future and Metro Boomin on a track that spent three weeks at No. 1 on the Billboard Hot 100 this year. He also garnered another hit with "Not Like Us."
Roc Nation founder Jay-Z called Lamar a "once-in-a-generation" artist and performer.
"His deep love for hip-hop and culture informs his artistic vision," Jay-Z said. "He has an unparalleled ability to define and influence culture globally. Kendrick's work transcends music, and his impact will be felt for years to come."
Roc Nation and Emmy-winning producer Jesse Collins will serve as co-executive producers of the halftime show. The creative direction of Lamar's performance will be provided by pgLang.
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