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Long before THE ROOTS became a household name on The Tonight Show with Jimmy Fallon, the Grammy Award-Winning musical group partnered with KELDOF to create an annual celebration during award season that promised the perfect mix of social action with an unforgettable night of ground-breaking, musical mash-ups. The result is one of the most anticipated annual experiences of the year.

The concept behind the ROOTS JAM SESSION is simple: an all-night, invite-only concert where the best in music could hop on stage — without any rehearsal— and jam with the group Rolling Stone called “one of the 20 greatest live acts in the world.” A night where anything could happen: from Common performing with Eyrkah Badu, Big Daddy Kane, Cee-Lo and Snoop… to an impromptu drum-off between Questlove and Travis Barker… to an all out musical orgy wth Queen Latifah, Anita Baker, Matisyahu, India Aire, Fall Out Boy, Dave Chappelle and The Legendary Roots Crew, all jamming together in front of thousands of true music lovers. The night is also a launching pad for new talent, as well as a musical think tank for future collaborations, including the birth of John Legend and The Legendary Roots Crew’s Grammy Award-Winning WAKE UP album.

Performers and attendees have included everyone from Beyonce and Jay Z to Nick Jonas, John Legend, JLo, Ed Sheeran, Mos Def, Tom Cruise, Ne-Yo, Sara Bareilles, Will.I.Am, Chaka Kahn, Don Cheadle, John Mayer, Jada Pinkett-Smith, Elizabeth Banks, Chelsea Handler, Norah Jones, Doug E Fresh, Corinne Bailey Rae, Slash, Drew Barrymore, Jimmy Fallon, and Prince.

Keldof not only produces the annual jam, but also sets the social action agenda each year, partnering with top organizations dedicated to positive global change. From creating each jam’s unique brand identity and corresponding action items to overseeing all branded-partnership activations and customized marketing & advertising strategies, the Keldof team works to ensure that the evening educates and inspires as much as it entertains. SO, while the magic is happening on stage, the interwoven themes of social awareness guarantee that the impact of the night reaches far beyond the venue.

Impact Campaign highlights include:
  • LET UR ____ BE HEARD :: an empowerment campaign, working with local radio stations, a Sunset Blvd billboard, and custom touchscreens throughout the streets of Hollywood to register over 200k voters in advance of the 2008 presidential election — all to encourage the public to let their Voice, Verse, & Vote... be heard!
  • LIVE FOR DARFUR :: “an Everyman Campaign” working to raise awareness for a then very unknown region of the Sudan with customized Save Darfur apparel transforming high profile tastemakers into walking billboards, while launching a postcard campaign to gain governmental support showcasing that EveryMan Can Make a Difference...
  • The RENEWAL Campaign :: the launch of a large-scale, environmental coalition of musicians from Dave Matthews Band to Maroon 5 — all using their collective power to bring about widespread environmental change within the music industry and around the globe, while encouraging fans at home with simple action tips to ”green” their own lives.

marketing + branding + advertising + production

marketing + branding + advertising + innovation