Straight, No Chase
The sophomore EP of multifaceted artist, Jourden
Straight, No Chase was released on August 23, 2024, marking Jourden's confident re-introduction as a rising voice in hip-hop. The sophomore EP reveals a more realized artistic voice, raw and unfiltered, born out of a period of deep personal change. Across its seven tracks, she pays tribute to '90s hip-hop and neo-soul while carving out a sound that is entirely her own.
I was the PM and marketing lead on this project, ensuring stakeholders stayed aligned and helping shape the campaign’s creative direction.
Throughout the campaign, Jourden released visual teasers for her EP tracks. This helped establish her brand and introduce her sound to new audiences across socials.
Visuals
Independently and in collaboration with platforms, Jourden released several freestyles throughout the campaign. Nodding to one of hip-hop's most essential traditions, they showcased her raw ability and exposed her to a wider audience who appreciated her lyricism.
Freestyles
Leaning further into the fundamental elements of hip-hop, Jourden secured time with some of NY's top DJs and radio stations throughout the campaign. This helped her gain credibility and respect among those who would go on to champion her sound and further establish her among her peers.
DJs
Jourden performed across live stages and online platforms throughout the campaign, bringing her sound directly to audiences near and far. This allowed her to demonstrate her raw talent in real time, deepening her connection with existing fans while drawing in new ones.
Performance
The Straight, No Chase campaign resulted in critical praise from EARMILK, VIBE, and Live Nation's Ones to Watch, highlighting Jourden's commanding presence and distinctive lyricism. The EP helped her accumulate over 3.5 million streams worldwide, while her Instagram following grew by 70% within six months.