FERGE X FISHERMAN

FERGE X FISHERMAN is a dj-mc duo that has been creating music together for nearly a decade. their sound moves fluidly between jazz and hiphop, blending powerful, experimental beats by hamburg-based producer FERGE with the finest jazz elements performed by their live and studio band NUJAKASHA. paired with rapper FRITZ FISHERMAN’s deep and thoughtful lyrics, a unique and soulful vibe emerges — one that feels distinct within the german hiphop scene.

since 2022, i have been supporting the duo in shaping their social media presence. my role bridges strategy and storytelling: creating visual and conceptual context for their music, translating cover artwork into content formats, and developing narrative frameworks for all touchpoints on their channels. with a strong focus on instagram and their latest album GOOD MOTHER (2024), we successfully doubled their follower base within just a few months during the main campaign phase. currently, we are building momentum for upcoming releases.

the foundation of the visual identity lies in the authentic dynamic between the artists — as close friends, passionate musicians, and creative minds. capturing that spirit through intimate insights, experimental ideas, and relatable storytelling became central to the content direction. the result: a visual narrative about growing up, falling apart, reconnecting, and ultimately finding your way back to yourself.

for the 2024 album campaign of FERGE X FISHERMAN, i was responsible for shaping the conceptual direction across their social media channels — bridging music, visuals, and storytelling into a cohesive and engaging narrative. the campaign was structured into three phases:
(1) reintroducing the members of FERGE X FISHERMAN and NUJAKASHA
(2) rolling out the singles with their key motifs
(3) and documenting the live tour

we kicked off the campaign by clearing the feed and reintroducing FERGE, FRITZ FISHERMAN, and each member of their live/studio band NUJAKASHA. this phase focused on highlighting the individual identities within the project — putting a spotlight on personality, creative roles, and the group’s authentic chemistry which grew over years of making music together.

the release of the first single, LACE UP, marked the beginning of a visual narrative arc centered around growing up, identity and faith crises. core motifs introduced early on — such as the bouquet, the group spending time together, coming-of-age relationships — visually set the tone for the album’s emotional layers.

with each following single — ADULTS, RACING, and WHAT HAVE WE BECOME — the visual story deepened. new metaphors like the caterpillar and the butterfly emerged and echoed the album’s central themes, also reflected on the cover artwork. studio insights and behind-the-scenes content were used strategically to create moments of intimacy and authenticity, showing the creative process behind the sound.

the final phase featured live footage from the tour — capturing high-energy moments while continuing the story of the project in real time.

key content formats i conceptualized included:

• tour announcements via a digital laptop screen aesthetic, reflecting the campaign’s comic-inspired, tech-tinged visual language. the announcement was brought to life in a video produced by FRITZ FISHERMAN himself — featuring him lip-syncing as various characters in an almost playful setting.

• a series of beatmaker videos with FERGE, filmed together in hamburg. these pieces emphasized his role as a producer while connecting his creative identity to urban textures and rhythms of the city.

throughout the campaign, the goal was to translate the depth and emotion of the music into an organic and structured visual narrative. one that resonates with both longtime fans and new listeners. a blend of music video aesthetics, conceptual thinking, and social-native storytelling created a campaign that was personal, bold, and culturally aware.

team: KEIN GARTEN (album artwork), WÖRN.WTF (album artwork), FRITTÖSE FILM (music videos), BY STEVE (music videos), LEON CRUSIUS (photos), LEON GREINER (photos), ALEXANDER GRUBER (photos)

@fergexfisherman