DJ Shub is a Mohawk DJ and pioneering force behind the electronic genre “PowWowStep.” As a solo artist, he released his debut EP PowWowStep in 2016 and has since performed at major music festivals across North America. His track Indomitable was also handpicked by Sacha Baron Cohen as the theme music for the Showtime series Who Is America?
For the release of his album War Club, I was tasked with photographing DJ Shub in his hometown of Fort Erie. The shoot incorporated natural and environmental backdrops from his childhood, symbolizing the relationship between artist and land, a recurring theme in his work. The creative direction focused on portraying Shub and his land as interconnected, equal sources of identity, history and power.
The photographs were used in promotional and press materials and have been featured on billboards at Yonge-Dundas Square in Toronto, as well as by Complex Media and Chronicle Journal. The album went on to top Earshot, Canada’s national campus and community radio charts.
