Brassroots District

Brassroots District is a high concept immersive property created by music industry veterans Ari Herstand and Andrew Leib. It’s a fictional funk band modeled loosely after Sly and the Family Stone and other funk bands that brought together black and white musicians during funk’s golden age in the early 1970s. It’s also a live experience about the band, set in 1973.

In 2021, Ari and Andrew asked Monica to produce and direct a live, outdoor production of Brassroots District as a proof of concept. Monica developed the concept with the creators and brought on writer Daysha Veronica to create a culturally-informed and exciting script, using tried-and-true immersive techniques to build the world. 

Audiences were encouraged to dress in their finest vintage threads and given the easy alibi of concert-goers to ground them in the world of play. For some audience members, the simple experience of a tightly produced outdoor concert set in the 70s was enough to keep them grooving. For those hungry for story, the creative team obliged with backstage passes (literally) and a plot that could be uncovered through conversations with characters. 

Though the primary mission of Brassroots District was bringing people together through music and fun, deeper commentary on race, Vietnam, and the excesses of industry was there for those who sought it. Historically accurate details, like vintage cars and set dec, were built into the show design. And the real coup? Getting audiences to seal away their cell phones for two hours and relying on show photographers to capture the moment for them. Check out the photos: www.brassrootsdistrict.com.