In partnership with Soho House, Artist For Artist® produces Heritage Series, an ongoing, invite-only program 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.
Originally launched as Behind The Song in early 2025, the format has since evolved into the Heritage Series across Soho House New York, West Hollywood, and beyond. Featured artists include Norah Jones, Rob Thomas, Modest Mouse, Slick Rick, Rick Springfield, OK Go, Linda Perry, and Dave Stewart.
Heritage Series x Soho House
Client:
Soho House
Ongoing
Heritage Series x Soho House
Artist For Artist
Process
Artist For Artist® designed the format and runs the full experience: programming, talent curation, hosting, staging, on-site production, and content capture. 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.
Heritage Series x Soho House
Artist For Artist
Results
The Heritage Series has become a signature cultural program for Soho House. Each session draws a curated audience of members, tastemakers, and industry, with the format proving durable across cities, genres, and eras. As the series continues to expand, it has cemented intimate, artist-led storytelling as a valuable event category for Soho House.
What We Did:
/ Event Production / Talent Relations & Curation / Content Production / Marketing
/ Event Production / Talent Relations & Curation / Content Production / Marketing
Artist For Artist
NYC
Let's Get To Work!
Liked what you saw? Every brand has a story worth telling — let’s make yours unforgettable. Whether you’re ready to launch something new or reinvent what already exists, we’re here to bring bold ideas to life and drive real results. Reach out, and let’s start crafting your next success story together.
Contact Us
More Stories
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