WAY.ORG – Who Are You? 

WAY is creating a cultural shift from prioritizing traditional degrees to valuing individual talent and non-conformity. 

(May 9, 2025, Arlington, VA) – Stand Together, a philanthropic community that tackles the root causes of our country’s biggest problems, launches WAY (Who Are You? TM), a campaign designed to empower young people and society to redefine career success through the lens of culture, creativity, and self-discovery. Built in collaboration with No More Dreams Studios, founded by XO co-founder and creative director, La Mar Taylor, a creative entity dedicated to building visual narratives through digital and physical mediums. WAY is a long-term campaign, powered by Stand Together, that challenges conventional views on success and education, encouraging young people to pursue purposeful and individualized career paths with lifelong learning.  

Launching during The Weeknd’s “After Hours Til Dawn” North America Stadium Tour, each U.S. tour stop will feature a WAY Station. These video booths will encourage concertgoers to consider “Who Are You?” and give them the chance to share their thoughts. The WAY website features inspiring stories and real career opportunities in a wide range of industries. While 86% of people support non-traditional pathways, especially Gen Z seeking meaningful careers, the prevailing narrative and stigma hinder their adoption. 

“No More Dreams Studios exists at the intersection of entertainment and creativity, and we're proud to partner with Stand Together to help young people and society at large imagine what career success can look like," said La Mar Taylor, Creative Director and Founder, XO Records and No More Dreams Studios. “This partnership allows us to break down outdated narratives around education and achievement, and instead, uplift stories of passion, purpose, and possibility. By creating spaces where young people can explore their talents, gain real-world experience, capture opportunities to achieve their aspirations, and be mentored by industry leaders. We're not just building careers – we’re shaping culture and opening doors for future generations.”  

“Stand Together is excited to launch WAY (Who Are You?) with No More Dreams—a team that truly understands what it means to define and create success on your own terms,” said Colette Weintraub, Head of Stand Together Music, Sports & Entertainment. “WAY is a campaign that is intended to get people to introspectively think about, who am I? What are my gifts and talents? Where do I find passion and joy? The prevailing belief in society has many believing there is one path to success, and success looks a certain way. WAY is intended to give people social permission in a time when there is a lot of social pressure. We want people to know they can define their own pathways to success, and there is more than one pathway. Most importantly, what success looks like is up to you.”  

Weintraub added, “We are so grateful for our partners, Richard Branson, Killer Mike, Melissa Proctor, and Iddris Sandu, for sharing their stories and helping inspire others by showing different journeys to success and what is possible. Our hope with WAY is that people walk away realizing there’s not just one pathway to achievement—and not just one definition of success. Both the definition of success and how you get there are up to you. This is a lifelong journey. So, Who Are You?”   

The campaign has partnered with several notable leaders in music, sports, tech, and business who made their own WAY to success, including:   

The campaign also features a powerful video message from the influencers that will be shown during all North American tour dates. You can watch the video here.