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Rise Against "Nowhere Generation"

// services
Digital Marketing Lead
Social Media Strategy
Creative Producer
A multi-platform album release campaign for Rise Against's "Nowhere Generation" transformed a traditional record drop into a citywide celebration of social activism and community engagement. Collaborating with Mayor Lori Lightfoot's office to secure an official "Rise Against Day in Chicago" proclamation, the integrated strategy combined an exclusive in-store takeover at Reckless Records, live-streamed performances, coordinated social media takeovers across major platforms, and original video content—all while maintaining the band's activist identity and visual brand consistency throughout every touchpoint.
Activating Chicago's Music Scene & Honoring Band Legacy
The "Nowhere Generation" campaign began with a significant cultural milestone: working with Mayor Lori Lightfoot's office to declare June 4th as "Rise Against Day in Chicago," officially recognizing the band's Chicago roots and longstanding social activism. This proclamation became the anchor for a citywide activation centered around an exclusive takeover of Reckless Records, one of Chicago's most iconic independent record stores. The campaign conceptualized and produced an intimate in-store experience where fifty lucky fans who purchased the album gained access to a rare solo acoustic performance by frontman Tim McIlrath, followed by a personal meet and greet. This approach solved the core challenge of creating buzz while staying true to Rise Against's ethos—rejecting corporate spectacle in favor of authentic, community-driven experiences that rewarded dedicated fans and supported independent businesses.
Orchestrating a Synchronized Digital Ecosystem
Recognizing that most fans couldn't attend the physical event, a comprehensive digital strategy extended the release day experience across multiple platforms simultaneously. Coordinated Instagram takeovers with Reckless Records, Consequence, 101WKQX, and EMP ensured each partner amplified the campaign while maintaining Rise Against's visual identity and messaging. A live fan Q&A session streamed across WKQX's Facebook page and Rise Against's Instagram brought the in-store energy to a global audience in real-time. Strategic social media announcements throughout the day included revealing Descendents and The Menzingers as support acts for the Nowhere Generation Tour. Additionally, surprise acoustic performances were filmed specifically for fans who couldn't attend, ensuring inclusivity remained central to the campaign's design.
Comprehensive Brand Stewardship & Visual Storytelling
Beyond the release day activation, comprehensive creative stewardship of Rise Against's entire "Nowhere Generation" era included managing social channels, producing multiple music videos, and creating content across all platforms. The work required maintaining the band's established visual identity while finding new means of expression that reflected the album's themes of generational frustration and social justice. Content strategies balanced promotional objectives with the band's activist mission, ensuring every post, video, and visual element reinforced their commitment to meaningful change. This holistic approach to brand management encompassed everything from video production budgets and timelines to daily social media content, all while preserving the authentic, uncompromising voice that Rise Against's fanbase expects and respects.

Credits

Client / Label
Loma Vista Recordings – Los Angeles, CA

Band
Tim McIlrath – Vocals, Guitar
Zach Blair – Guitar
Joe Principe – Bass
Brandon Barnes – Drums

Management
Matt Cohen – Manager
Rise Against Management Team

Label Team (Loma Vista Recordings)
Tom Whalley – Founder & CEO
Don Van Cleave – General Manager
Stephanie Trick – Marketing Director
Sam Citron – Digital Strategy
Matt Cohen – Artist Relations & Campaign Lead

Creative & Production Team (Team Computer)
Jennifer Pearl – Digital / Campaign Project Manager