Rooted in Rap Royalty, Narrative Focuses on Storytelling for the 'New American Mainstream'

Russell Simmons was a co-founder of the New York shop

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It’s been four years since Tricia Clarke-Stone and Russell Simmons—most notably known as the force behind hip-hop label Def Jam Records—co-founded Narrative, an agency focused on storytelling for the “new American mainstream.”

Since then, Narrative’s 16 full-time employees and freelance collective of “nerds, cool kids and weirdos” have worked for brands ranging from JCPenney to Santo Mezquila, a mezcal-tequila startup founded by musicians Sammy Hagar and Adam Levine.

“For us, it’s about going beyond stories told to stories experienced,” said Clarke-Stone, CEO of Narrative.

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This story first appeared in the June 26, 2017, issue of Adweek magazine. Click here to subscribe.