“Word Music” is a marginalizing term. Meant to mean music that’s “not from here. This definition is ironic given the name itself is the most inclusive. Shouldn’t world music be for everyone no matter who you are or where you’re from?

We set out to answer that with the album, titled "World Music Radio'' (WMR). It’s best described as a concept album that reexamines and redefines the term "world music" as it exists in the popular music space. "World music" is typically used as a blanket term used to describe music that's "not from the US or UK." ​

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​Working hand-in-hand with Batiste and his label VERVE, our team spent months turning Batiste’s musical vision into a unique strategic POV and visual world that would be the throughline for the album. This remarkable collaboration touched all aspects of the campaign from rollout to album launch and beyond, including strategic positioning, communications strategy, photography, graphic design, and content production.