August 23rd 2025.
The New WAY culture campaign is taking the world by storm as it strives to empower today's youth to redefine what success means in terms of their careers. To further spread its message, the campaign has teamed up with the popular musician, The Weeknd, for his "After Hours Til Dawn" tour. The tour recently made a stop at the Mercedes-Benz Stadium in Atlanta, where the partnership was able to reach even more young people.
This groundbreaking campaign is a collaboration between Stand Together and Dream Studios, two organizations dedicated to addressing issues such as racial and socioeconomic disparities. The goal of the project is to empower young people to explore career options through non-traditional means. La Mar Taylor, creative director and founder of XO Records and No More Dreams Studio, expressed his excitement about the partnership, stating, "No More Dreams Studios exists at the intersection of entertainment and creativity, and we're proud to partner with Stand Together to help young people and society at large imagine what career success can look like."
The WAY campaign aims to break down outdated narratives surrounding education and achievement and instead, uplift stories of passion, purpose, and possibility. This was evident at the Atlanta tour stop, where concertgoers had the opportunity to visit the WAY station video booth. The booth encouraged visitors to reflect on what makes them unique, highlighting the importance of thinking beyond traditional norms.
The campaign also features inspiring video messages from WAY influencers, including rapper Killer Mike and business leaders like Melissa Proctor, executive vice president and CMO of the Atlanta Hawks and State Farm Arena, Richard Branson, founder of the Virgin Group and tech innovator, and Iddris Sandu. Colette Weintraub, head of Stand Together Music, Sports & Entertainment, emphasized the significance of the WAY campaign, stating, "The prevailing belief in society has many believing there is one path to success, and success looks a certain way. WAY is intended to give people social permission in a time when there is a lot of social pressure. We want people to know they can define their own pathways to success, and there is more than one pathway. Most importantly, what success looks like is up to you."
The WAY campaign is making its way across the United States, with upcoming tour stops in Tampa, Houston, San Antonio, and Indianapolis. The tour will culminate in its final stop in New York City on September 27. This powerful partnership between the New WAY culture campaign and The Weeknd's tour is just one example of the impact that can be made when organizations come together to empower and inspire today's youth. It is also a testament to the message of the campaign, which encourages individuals to define their own paths to success and to realize that success can take many forms. As a result, the world is being introduced to a new wave of young people who are breaking free from traditional norms and embracing their unique talents and passions.
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