Dj Shub

DJ Shub is a pioneering Indigenous artist known for blending traditional powwow music with electronic production to create the genre “PowWowStep.” For the release of his album War Club, we were commissioned to photograph the artist in his hometown of Fort Erie, developing a visual narrative rooted in identity, heritage and connection to land. The shoot incorporated natural and environmental backdrops tied to DJ Shub’s upbringing, reflecting recurring themes present throughout his music and artistic practice. Through the creative direction and photography, we aimed to portray the artist and the landscape as interconnected sources of history, culture and power, creating imagery that felt both grounded and cinematic. The final photographs were used across promotional and press materials for the album campaign and were featured on billboards at Yonge-Dundas Square, as well as in coverage by Complex Media and Chronicle Journal. The album later went on to top Earshot, Canada’s national campus and community radio charts.