In partnership with Soho House, Artist For Artist® launched Behind the Song, an ongoing, invite-only discussion series offering rare insight into the minds and methods behind iconic music. Set within Soho House’s private, artist-friendly spaces, the program brings celebrated songwriters face-to-face with a live audience for stories, reflection, and performance.
From the layered brilliance of OK Go’s genre-defining music videos to the creative fire behind Linda Perry’s “What’s Up?” and the cultural weight of Dave Stewart’s “Sweet Dreams,” each event is a one-of-a-kind opportunity for music lovers and industry insiders to experience the creative process from the source.
"Behind The Song" Series
Client:
Soho House
2025
"Behind The Song" Series
Artist For Artist
Process
Artist For Artist® designed and executed the full experience, from programming and talent relations to staging and on-site production. We co-developed the format with Soho House to reflect both brands’ shared emphasis on creative authenticity and cultural depth, curating artists with generational impact and stories worth telling.
With hosts like Allison Hagendorf and AFA’s own Matthew Reich guiding the conversations, each event delivers something unique: whether it be Dave Stewart revealing never-before-seen footage of collaborations with Bob Dylan and Mick Jagger, Linda Perry unpacking her songwriting process, or OK Go reflecting on the joyful chaos behind their viral visual universe.
Above all, the events are designed to prioritize connection—between artist, audience, and story.
"Behind The Song" Series
Artist For Artist
Results
Behind the Song has quickly gained traction as a signature cultural program for Soho House, offering unmatched access to the stories and personalities behind iconic tracks. Each session has drawn a curated audience of members, tastemakers, and industry leaders—creating space for connection, inspiration, and conversation that extends well beyond the event.
As the series continues to expand, it has proven the value of intimate, artist-led storytelling as a format.
What We Did:
/ Event Production / Talent Relations & Curation / Content Production / Marketing
/ Event Production / Talent Relations & Curation / Content Production / Marketing
Artist For Artist
NYC
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Testimonials:
"AFA exceeded all of my expectations and truly delivered! They nailed every aspect. We will certainly work with AFA in the future."
Jermi Gorman
President of Worldwide Advertising
Netflix
"Working with AFA has provided amazing artist and fan experiences with crucial give back opportunities for our foundation and non-profit partners."
Beth Heidt
Chief Marketing Officer
Gibson Brands, Inc.
"Artist For Artist understands how to execute a successful event from all angles and always deliver. Production stands out when you can feel the passion that’s driving it behind the scenes. With AFA, this is always the case."
James Minor
VP of Festival
SXSW