Onbrand

I’m Nick DeLaCruz, the founder and host of This Is DeLaCruz – a storytelling platform that takes fans and industry pros behind the scenes of live music. I interview the people who actually make the show happen: front of house and monitor engineers, techs, tour managers, lighting directors, system engineers, and more, sharing the real stories from the road that most fans never get to see.
In addition to crew, I also feature artists and bands, focusing on how their live show comes together – from production choices and creative direction to the team they trust to bring it to life every night. These episodes highlight the full ecosystem of touring: artist, crew, and brand partners all working together.
My audience is a highly engaged mix of touring professionals, aspiring techs, and passionate live music fans who care about the craft behind great shows. Content lives primarily on YouTube, with extended cuts, podcasts, and extras distributed across Instagram, TikTok, Patreon, and my website. I film on the road, in venues, at rehearsals, and in studios, so every collaboration feels authentic to the touring and production world—not like a forced ad read.
I look for long-term partnerships where we can build repeatable series, thoughtful integrations, and campaigns that genuinely add value to the community, not just quick one-off mentions.
If you’re a brand that wants to connect with the live music and touring ecosystem in a real, credible way, reaching both the artists on stage and the crews behind them, I’d love to explore how we can build something together.