David Peters
Creative + Marketing Direction
Digital Strategy
David Peters
Creative + Marketing Direction
Digital Strategy
What started as a passion for photography and film has led me down a ten-year career of wearing many hats. Shooting, editing, directing, graphic design, motion design, creative direction, social media management, and most recently digital marketing strategy and execution.
A decade on the road, and a decade inside a label, taught me how to build stories that move at the speed of a live audience.
Doing every one of those jobs personally is what shaped how I lead now. I know what these roles actually take.
Today I split my time across creative direction, marketing, and digital strategy. Building brand systems, campaigns, and content that carry the same weight as the work behind them.
Feature / Documentary
Ten days at Tree Sound Studios, Atlanta, January 2019. Over 300 artists, producers, and engineers cycled through the building to make Revenge of the Dreamers III. 100+ hours of footage cut to thirty minutes.
Shaped the arc across the ten days, from Cole's opening call to the final playback.
Lead camera across studio, hallway, and lounge scenes. Handheld, low-light, long lenses.
Title cards, artist name plates, and Revenge diamond identity treatments.
Dreamville. Sacrifices
Co-Director
Dreamville. Under The Sun
Co-Director
J.I.D & EARTHGANG. Never Had Sh!t Tour
Director
J. Cole. Applying Pressure: The Off-Season
Producer
Role
Content Director & Digital Strategy Lead
Channel
Team
Videographers, photographers, and editors on the road
Built and led the content operation behind J. Cole's Fall-Off world tour. Set the visual language for @TheFallOff26, directed a rotating road team of videographers, photographers, and editors across every stop, and shipped a daily content engine that turned each show into a cultural moment the next morning.
Everything on the feed, the stills, the reels, the fan reactions, the merch drops, the show recaps, ran through this system.
100M+
Views across channels
10M+
Unique viewers
5M+
Interactions
02
Built @TheFallOff26 from zero into the tour's home channel, with cross-platform amplification across TikTok, YouTube, and X. Grid architecture, reels pacing, drop cadence, fan-culture moments, and merch tie-ins all planned as one system.
Off-page seeding
Every tour moment was shaped for the native page and simultaneously placed with the right outside voices, so the story broke on multiple feeds at once and kept building on itself.
@bleacherreport
J. Cole showed love to Donovan Mitchell and Coco Jones mid-concert.
149K likes
@big_business_
J. Cole let the crowd of 20,000 sing 'Nobody's Perfect' word for word.
55.9K views
@waltercbarnett
J. COLE X THE ODYSSEY. Fall-Off Tour meshed with shots from The Odyssey.
Cross-cultural edit
Fan-culture reel
From practicing Cole's songs in her car to going bar-for-bar with him on stage.
Reshared widely
@spiritualword
The Fall-Off World Tour has officially started. Home-state kickoff.
Opening-night narrative
@complexmusic
J. Cole is BACK on the road this SUMMER. 'The Fall-Off' world tour kicks off July 11 in Charlotte.
Announce-day placement
@theshaderoom
He's Worldwide. 1M+ joined the presale queues. 4 continents, 50+ cities.
TSRTunez feature
@hotnewhiphop
800K presale tickets sold across 18 markets. Most presale tickets ever for a hip-hop tour.
Industry milestone
@Rap
Full Charlotte opening-night setlist. 34 songs, no openers, straight into the vault.
Opening-night amplification
@XXL
J. Cole kicked off his massive The Fall-Off Tour. Powerful performances of 'Love Yourz' and 'Life Sentence'.
Tour recap coverage
Rap News
J. Cole surprised MSG fans when A$AP Ferg came out to perform.
Surprise-moment coverage
NFR Podcast
"It was insane, I f*cking loved it. It felt like a real rap show." NFR unpacks the tour experience.
Long-form endorsement
What we shipped
