general population.

_general population

I've always believed that artists should be able to craft their work to the fullest, and by artists I mean writers, painters, sculptors, filmmakers, comedians, audio producers, graphic designers, you name it. I don't take for granted that being able to make art is such a gift, especially considering that previous generations, of people who looked like me, were deterred and criminalized for partaking in one of the most special forms of art–reading and writing. 

And up until a few years ago, it was expected for ALL artists OF ANY KIND to

CREATE their work >

 MASTER their craft > 

PRESENT it to the world > 

and FULLY UNDERSTAND the business of the industry

Artists were not only responsible for articulating to a team the best way to market their work but also finding ways to make that work profitable enough to continue to have a career, feel inspired, and produce the next bigger and better piece. 

I wanted to change that–to give artists a fighting chance for longevity in their careers and an adequate resource for expansion. And so I founded the studio in 2022 with the idea that everyone doesn't need to 'like' art or even appreciate it, but it should be able to reach them. So I affectionately created _general population.

OUR MISSION

Letting more people experience beautiful things. Shifting the engine behind the marketing of content and art for the future. Making it a collaborative effort that respects the intention of the art produced, considers the audience, and utilizes all systems needed to bring creativity to life. 

“ Art is not just an expression of emotion but also a medium for communicating ideas. It can act as therapeutic relief, a conduit for self-expression, or simply a way to appreciate life's beauty. Through art, we can chronicle history, embody societal values, and comment on political or social events ”

         - Eduardo Kobra [Art Blog, 2022] 

OUR SERVICES

_general population is committed to a five-client roster cap throughout the year. I’ve always believed in a bespoke approach to working with an artistic output. This allows us the time and attention for new, original, and specific ideas, with little to no crossover between clients. There are exceptions although we predominantly work in: 

• Development

• Marketing/Brand Support

• Organizational Resources + Workflow Architecture

With this focus, we work best for art institutions and art entities looking for strategic brand and communications support, production houses of all kinds seeking agency professionals who have content marketing experience, and individual artist teams or creative start-ups building up their marketing resources. 

CORE TEAM

Sapphire Stubbs - Principal, Founder

Jeong Park - Project Manager

Caitlyn Ferrante - Marketing Assistant

In Residence

The agency can only be as good as the next generation, we have established an incubator for talent through our residency/internship program with Parsons - The New School. We host a practice-focused internship each semester.  Students or recent graduates work on 1 internal project and 1 external client team to gain real-world experience. The semester concludes with a paid opportunity and tremendous work to be added to their portfolios. 

[Fall '23] Nell Beatty  | Guliniali Tuerhong 

ABOUT OUR RAISE

In just under two years, general population has worked with 10+ clients securing coverage of our work in the New York Times and Rolling Stone, along with picking up award honors and recognition at this year’s Signal and Ambies' ceremonies. 

With the funds, we will hire full-time administrative help at a living wage along with offering a competitive stipend to our Parsons Interns In- Residence.  As we expand our client pool and begin to market ourselves in the industry–it is important to bring on the resources we need to scale our new business department. Additional plans include; working capital, legal duties, and service marks. We hope to have a full roster of clients through the remainder of the year, as the industry begins to brighten up and comes back in full force after the strike. 

“ Lack of access to the F+F round prevents thousands of Black founders from building businesses. Due to the F&F injustice, there aren’t enough Black-led founders starting companies and progressing through the capital raising journey, which drives ~40x more white venture-backed founders to go on to further funding in America. “

- Fifth Star Funds [The Racial Wealth Gap, 2023] 

It is a leap of faith to grow this company and be able to help more artists and creatives do what they love. I thank you for the support, your energy, and shared resourcing.  All the help inspires me to continue on this journey that so few get to explore–be that women, minorities or fellow creatives. 

Additionally, money is not the only resource that is helpful as we grow.  Advice, spreading the word, or even forwarding the link to your network is just as meaningful as support. Please reach out to [email protected] for any questions or any advising or mentor introductions.