Soho House: Highway Album Release
Album Release Party & Live Performance
New York City - Ludlow House - 2022
Context
Victor Victor and Geffen Records were preparing to release the second studio album for their priority artist, Highway. The goal was to celebrate the album in a way that felt intimate, culturally resonant, and aligned with the artist’s world rather than a traditional industry-forward release.
Live More partnered with Victor Victor, Geffen Records, and Soho House to design an experience that centered music, community, and atmosphere within Soho House’s Lower East Side location.
What Happened
Live More produced an album release party and live performance for Highway at Soho House’s Lower East Side location, bringing together artists, creatives, execs, and cultural tastemakers for an evening rooted in sound, connection, and celebration. The event combined a curated audience, intentional programming, open bar, and a performance-led format that allowed the music to take center stage.
Objective
Celebrate the release of Highway in a way that felt authentic to the artist
Create an intimate, performance-led experience rather than a traditional industry event
Bring together a culturally aligned audience across music, fashion, and creative spaces
Our Role
Creative and partnership strategy
Event concept and experience design
Venue collaboration and coordination
Audience curation and event production
On-site execution and run of show
Outcome
Event reached RSVP capacity within 72 hours
Venue operated at full capacity
Strong attendance from artists, creatives, and industry leaders
High engagement during the live performance
Reinforced artist and label positioning through experiential storytelling
Why it Worked
By prioritizing intimacy and musical presence over scale, the event allowed the album to be experienced as it was intended — live, personal, and communal. Partnering with Soho House provided a trusted cultural backdrop, while a tightly curated audience ensured the moment felt meaningful rather than promotional.
The result was a release experience that honored the music and strengthened the relationship between artist, community, and collaborators.
