Entertainment | Concerts | Kid Rock |

Kid Rock 'Cheap Date' Tour

Kid Rock | North America | 2015

Working once again with long time Lightswitch collaborator and Parnelli award-winning production designer Nook Schoenfeld, we designed media and video content for the tour, but with a difference.

What It Was

It’s summer? It must be time for our favorite Midwest rocker Kid Rock to head out on the road! Building on the success of 2014’s ‘Best Night Ever’ tour, Kid Rock once again shook up the traditional business model for concert touring economics with a $20 ticket price for 2015’s ‘Cheap Date’ tour.

What We Did

Working once again with long time Lightswitch collaborator and Parnelli award-winning production designer Nook Schoenfeld, we designed media and video content for the tour, but with a difference. Kid Rock wanted a responsive, nimble and dynamic media playback solution so we worked with video equipment provider PRG/Nocturne and the bands DJ ‘Paradime’ to design a system that allowed him to cut and mix video from a vast library at the same time as he is cutting and mixing audio tracks.

Why It Worked

We have enjoyed a long and successful relationship with Nook and Kid Rock, both supporting Nooks ventures as well as working with Kid Rock to tailor content to suit his specific tastes – content that is relevant, patriotic, focused on supporting his songs not upstaging them, balanced with a right sized tongue in cheek humor and a sense of inviting his audience to look through his personal life. By combining this ‘audience accessible’ content with a flexible playback solution, we sent the tour on the way exceeding expectations without breaking the bank and have a very happy client.