National Events | Full Service Production
We build the moments
culture remembers.
National touring, live event production
and culture-driving marketing.
our work↓
SCROLL TO ENTER 01—06
NATIONAL TOURS ✦ SOLD-OUT EXPERIENCES ✦ HBCU HOMECOMINGS ✦ FESTIVAL PRODUCTION ✦ AMPHITHEATER PROGRAMMING ✦ 360° MARKETING ✦
From talent to tour.
From stage to sold out.
For over 20 years, Variety Productions has produced award-winning events and satisfied fandoms through culture-defining tours, festivals and live experiences. We connect talent, production, logistics, media and partnerships into one seamless operating system.
Produced through the years
Funk Fest Concert SeriesJeezy — TM:101 LiveRick Ross — Port of Miami 20Praise in the ParkAlabama State Homecoming ConcertFAMU HomecomingTurkey Day Classic Music FestWolf Creek Amphitheater SeasonsATL Southern Soul Music FestR&B LiveFreedom Experience Juneteenth CelebrationBabyface + Chanté MooreHBCU Campus ConcertsOrchestral Hip-Hop ExperiencesGospel + Community EventsDestination + Special EventsBrand ActivationsVIP + Meet-and-Greet Experiences
02 / THREE CASE STUDIESSelected work.
Selected work.
Built for the main stage.
Three case studies showing how Variety turns cultural opportunities into high-impact tours, festivals and community experiences.
01
NATIONAL TOUR · LIVE PRODUCTION · 360° MARKETING
From classic album to sold-out national experience.
To honor the 20th anniversary of a landmark debut without creating a conventional nostalgia show, Variety reimagined the catalog as a premium black-tie symphonic experience. The format paired Jeezy with the Color of Noize Orchestra, conductor Derrick Hodge, musical director Adam Blackstone and DJ Drama—giving the music new theatrical scale while preserving its cultural weight.
Across the national run, Variety helped shape the complete experience: premium theater positioning, market-by-market execution, venue coordination, live production, ticketing and integrated audience marketing. The result was an elevated anniversary platform designed to connect longtime fans and a new generation through orchestra, fashion, storytelling and the energy of a sold-out live event.
50KTour attendance15MCampaign impressionsNATIONALMulti-market crowd reach
Build a national tour ↗
02
COMMUNITY · GOSPEL · AMPHITHEATER
Faith, community and live entertainment at amphitheater scale.
Praise in the Park was built to serve Atlanta’s faith community with the emotional connection of a community gathering and the production value of a major outdoor concert. Variety developed a multigenerational experience around nationally recognized gospel talent, making the lineup relevant to families, church communities and contemporary gospel audiences alike.
The event connected artist programming, amphitheater-scale technical production, show flow, ticketing and audience development with the amplification of Praise 102.5. From campaign creative and radio support to venue coordination and the live audience journey, every element worked together to create an experience rooted in worship, community and shared culture.
12KEvent attendance4MMedia impressionsREGIONALAtlanta community reach
Create a live experience ↗
03
FESTIVAL PLATFORM · MULTI-MARKET · CULTURE
Decades of R&B + hip-hop, built city by city.
Funk Fest is Variety’s enduring culture-first festival platform—uniting legacy R&B, foundational hip-hop and contemporary headliners in major markets across the country. Rather than applying one generic festival model everywhere, the experience is shaped city by city through locally relevant programming, community connection and market-specific audience strategy.
Variety brings together multi-day outdoor production, rapid artist turnover, staging and technical systems, VIP and ticketing operations, vendor coordination, security, sponsorship activation and integrated promotion. The platform has also created space for scholarship and community-impact initiatives, showing how a large-scale entertainment property can deliver cultural credibility, brand value and meaningful local engagement at once.
120K+Prior-tour attendance25M+Campaign impressions18KAttendance per market
Build a festival ↗03 / WHAT WE DOOne partner.
One partner.
Every moving part.
Talent Booking + Programming
Artist sourcing, negotiation, lineup curation and programming strategy.
↗National Touring
Concept, routing, venue coordination, ticketing and market execution.
↗Live Event Production
Stage, scenic, lighting, video, show calling and artist experience.
↗Logistics + Technical
Advancing, travel, staffing, security, vendors and contingency planning.
↗Creative + Marketing
Campaign strategy, key art, trailers, social, CRM and market toolkits.
↗Media + Partnerships
Paid media, sponsorship, activation, audience growth and reporting.
↗Web + Ticketing
Event platforms, conversion journeys, CRM capture and analytics.
↗Every beat, connected.
→→→→→→
From first idea to final encore, one team owns the full journey.
Artists who have appeared across Variety-produced and promoted events.
JEEZYRICK ROSSERYKAH BADUNEW EDITIONMARY MARYCHARLIE WILSONOUTKASTBABYFACET-PAINJILL SCOTTSNOOP DOGGFANTASIATYRESETHE ROOTS112SALT-N-PEPATOTALICE CUBEDJ DRAMAFRANKIE BEVERLY & MAZEBOOSIETHE GAP BANDLL COOL JSWVT.I.JOHN P. KEEDAVID & TAMELA MANNTANKCHANTÉ MOORE
06 / LET'S BUILDYour next event
Your next event
starts here.
Artist or tour. Venue or institution. Brand or sponsor. Bring us the ambition—we’ll build the experience.
START A CONVERSATION ↗