About Us

AGENCY

_general population is shifting the mechanisms behind marketing for creative institutions and entertainment entities. Building infrastructures that honor the intention of the work and considers the audience, while engineering systems that bring ideas to their highest expression.

We’re a multidisciplinary agency that develops solutions for organizations shaping contemporary art and entertainment. With a team of strategists, producers, designers, and cultural engineers, we provide full-service owned, earned, and paid marketing that support the longevity of artmaking.

CAPABILITIES

Art Direction 
Audience Development
Brand Identity + Messaging 
Brand Strategy
Campaign Artwork + Keyart
Comms Strategy
Creative Design
Distribution Strategy
Earned Marketing + Partnerships 
Go-To-Market Campaigns
Interactive Design 
Web Design
Live Experiences 
Paid + Organic Media
Print + Packaging Design 
PR Services
Strategic Advisory

CLIENTS

TEAM

Sapphire Stubbs, Founder & Principal

A cultural strategist with 15+ years of experience working with entertainment brands to scale their impact and creative output. In 2022, after years of watching artistic entities shoulder the burden of marketing’s shifting landscape, she founded _general population.

Before founding the agency, she held roles at Def Jam, Complex, 300, and IMG, leading work for Pharrell Williams, Rami Malek, Meg Thee Stallion, and Dick Wolf.