Gray Area New York

Gray Area is the New York house collective behind nights on Brooklyn rooftops, The Ruins at Knockdown Center, 99 Scott and the SI Roof. For every show we make the hype videos that sell it, in two drops. First the announcement: headliner, venue and date, cut from real footage of the artist and the room. Then the full line-up, with every name on the bill. Each drop runs as a story, a feed post and a paid ad, with reel cuts made for the feed. One recognisable system, a new world for every artist: TRICK, MoBlack Records, Zamna Soundsystem, Nitefreak, Lee Foss, Pablo Fierro and dozens more.