Sweets & TREATZ ONLY
The most exciting holiday that Gen Z celebrates is Halloween, with 93% of Gen Z who want to engage in the festivities, but get pushed away from the fun, kid-centered activities. Ice Spice Treatz Only World Tour is a concept tour designed to transform Halloween into a live, branded experience for Gen Z audiences who still want to celebrate the season but no longer connect with its child-centered traditions. By combining performance, merch, exclusive candy giveaways, and a bold candy-inspired visual system, the project gives fans a new way to participate in Halloween through music and culture. I used Ice Spice as the foundation because of her strong personal aesthetic, cultural relevance, and ability to turn style into atmosphere. Supported by Gen Z’s high interest in Halloween festivities, this concept answers a clear cultural gap: the need for a seasonal experience that feels exciting, age-appropriate, and visually iconic for a younger adult audience.
Ice Spice is a 23-year-old American rapper who also grew up in New York City. I admire her and consider myself to be a big fan of hers. She’s authentic to her career and her image. She has recently been voted as BILLBOARD’S R&B/HIP-HOP ROOKIE OF THE YEAR.
There is a need for more artists who 100% own their style who could shape their own career without the need for validation. This project was so much fun since I was able to research deeper into what makes her successful. At the end of the summer season, Ice Spice releases songs that integrate into Fall culture. These were one of the insights that led me to validate the potential success this tour can bring for her audience, who will receive limited-edition Ice Spice treats.
Term 03
Fall 2023
