I started at Columbia Records in 1996, the year Maxwell's Urban Hang Suite came out. Twenty-five years later, I was collaborating with him on the conversation that happens when the lights come up and the phones come out.
His fans have learned to wait for him, and that patience is part of the mystique. Between records, the relationship lives on the road and on social. Every post had to feel like it belonged to him, not to a marketing calendar.
When I say digital experience, I don't only mean an interface. I mean every touchpoint someone has with a brand, and how those touchpoints connect. For a touring artist they run in a loop, and a caption can do the work a landing page does: set expectations, build desire, and bring someone back. The heaviest lift was the on-sale push and the show recaps.
Set the mood before the details. Build anticipation in his tone, not a promoter's.
Turn interest into tickets. Dates, cities, and links, delivered as an invitation.
The lights go down and the phones come out. The room becomes the content.
Let the room relive the night, and make everyone who missed it want the next date.
Read the comments. Bring him the ones worth his attention, and let them shape what comes next.
Fourteen stops, newest first. Every one went through the same loop.
DragSwipe to browse. Select a cover to see the campaign.
The third sailing, on a larger ship, to the Bahamas and the Dominican Republic, with The Isley Brothers, PJ Morton, Lucky Daye, Kem, and more.
Reimagined arrangements with live percussion and a string quartet: three nights at MGM National Harbor and one at Kings Theatre, Brooklyn, with special guest Yola.
Ten dates in two weeks, from Glynde to Helsinki, by way of Paris, Madrid, Barcelona, Rotterdam, Hamburg, Munich, Cologne, and Molde. Captions were localized for each market.
One night at the fair, June 13, with a limited-time promo code to drive ticket sales.
Added to the lineup late: Saturday, May 31, at The Mann Center in Philadelphia.
23 dates with Marsha Ambrosius, Kem, Leela James, and Lucky Daye.
The second sailing, Miami to the Cayman Islands and Jamaica, with Anthony Hamilton, Marsha Ambrosius, Lalah Hathaway, and more.
A month of R&B love songs on SiriusXM Silk, plus a Valentine's weekend on Heart & Soul.
26 dates across North America with Jazmine Sullivan and October London.
A six-song set at NPR's Tiny Desk, from "Sumthin' Sumthin'" to "Ascension (Don't Ever Wonder)," with a cover of Al Green's "Simply Beautiful."
The first sailing, Miami to the Bahamas over Valentine's Day, with Ledisi, Robert Glasper, Musiq Soulchild, and more.
Back at the Encore Theater for three more nights in a room of under 1,500 seats.
Three nights at the Encore Theater at Wynn Las Vegas.
25 cities across the U.S. with Anthony Hamilton and Joe, launched alongside the single "OFF."
🌊 Sailing Feb 7–12, 2026 🚢 See you onboard: maxwellsurbanhangsuitecruise.com @theisleybrothers @musicbykem @iamluckydaye @kellyprice @pjmorton @moonchild @ellevarnermusic @tweetspage
the serenade 2025 w/ special guest Lucky Daye fri, oct 24, 2025 las vegas, nv Resorts World Las Vegas tickets: musze.com
🌟 be seeing you soon, vegas! 🎤 /w special guest @IAmLuckyDaye1 📍 resorts world theatre 🔥 las vegas, nv – oct. 24, 2025 🎟️ get tix at https://musze.com
10/5 - maxwell, the serenade 2025 heads to raleigh, nc with special guest kem. get tickets: musze.com
10/3 - maxwell, the serenade 2025 continues in atlanta, ga with special guest kem. get tickets: musze.com
Kansas City! join us 5/3 for the serenade 2025 w/special guest @iamluckydaye & @marshaambrosius @tmobilecenter. tix: link in bio #theserenade2025
9/28 - me + silent serenade ensemble @kingsbklyn w/special guest @iamyolaofficial musze.com
join me and the silent serenade ensemble for 4 exclusive, intimate shows. tickets go on sale starting Friday, 5/16. don’t miss your chance to be part of this unforgettable experience! 🎟️ Get your tix: link in bio. #thesilentserenadeensemble
deutschland, seid ihr bereit? drei nächte, drei städte, ein gefühl. 13. juli – hamburg @ docks 14. Juli – münchen @ backstage 16. Juli – köln @ live music hall tickets: musze.com english translation: germany, are you ready? three nights, three cities, one feeling. #theserenade2025 #maxwellgermanytour #maxwellkonzert
españa, ¿estáis listos? suena a verano. the serenade 2025 en barcelona.
📍from glynde to helsingfors — the serenade 2025. 🎟️ grab your tickets. link in bio. 7/6 – glynde 7/8 – paris 7/9 – madrid 7/10 – eixample 7/12 – rotterdam 7/13 – hamburg 7/14 – münchen 7/16 – cologne 7/18 – molde 7/20 – helsingfors
San Diego County Fair – June 13 Toyota Summer Concert Series Don’t miss it — get tix at https://musze.com San Diego County Fair #DelMarFair #SanDiegoFair #SanDiegoEvents
✨ San Diego! Ready for a magical night at the fair? 🎶 June 13 – Maxwell LIVE at the Toyota Summer Concert Series 🎟️ Grab your tickets: https://www.sdfair.com/events/2025/maxwell 🔑 Use code “MAGIC” at checkout for a special offer – limited-time only!
🎤 @rootspicnic — sat., may 31. 📍 see you at the mann. 🎟️ therootspicnic.com
maxwell’s serenade radio is LIVE! feb 3–mar 3 | #silk (ch. 330) feb 14–15 | @hearheartsoul (ch. 47) tune in now! https://sxm.app.link/Maxwell #maxwellsserenaderadio @siriusxm
maxwell’s serenade radio takes over @siriusxm SiriusXM Silk (ch. 330) feb 3–mar 3 & Hear Heart & Soul (ch. 47) feb 14–15. https://sxm.app.link/Maxwell #maxwellsserenaderadio
the serenade tour kicks off sat, 9/14 with special guest @jazminesullivan and @octobertheking. night 1 @hardrockholly, Hollywood, fl, followed by a city near you. looking forward to seeing you. #theserenadetour
serenade: the conversations pt. 1 w/ @octobertheking
NPR Tiny Desk Concert Live! #nprmusic #tinydesk #Maxwell
tune in 8/23 for my @nprmusic #tinydesk performance. @latinawebb @hoddavid @shedrickmitchell @therealfree @dlemarmusic @tsayles86 @theaaronmarcellus @challymikes
valentine’s 2025 tickets available june 28th maxwellsurbanhangsuitecruise.com special performances by : @anthonyhamiltonofficial @marshaambrosius @lalahhathaway @averysunshine @terracemartin @iamsharonmarley @thirdworldband @tyetribbett @king.yellowman
please join us this valentine’s FEB 2024 : maxwellsurbanhangsuitecruise.com Ledisi Robert Glasper Sabrina Claudio Musiq Soulchild Leela James Gallant
