This Is DeLaCruz

About This Project

Summary

This Is DeLaCruz is a digital series spotlighting the unsung heroes of live music—touring audio engineers and techs behind today’s biggest artists. Through in-depth interviews and behind-the-scenes access, the project brings visibility to overlooked professionals while educating and inspiring the next generation. The strategy focuses on authenticity, storytelling, and building community within the live production industry.

Goals & Objectives

The goal was to highlight and humanize the behind-the-scenes professionals in live music, giving them a platform to share their stories, inspire others, and elevate the visibility of touring crew members within the broader music and entertainment industry.

Results & Impact

The series has reached millions of viewers, built a loyal global audience, and helped crew members gain new opportunities. It’s fostered industry recognition, inspired aspiring techs, and created a supportive community celebrating the people who make live shows possible.