NEW CITY is a Canadian pop-electronic band known for its bold sound, visual storytelling, and genre-blending energy. Emerging from Canada’s vibrant music scene, NEW CITY built a devoted following through high-production visuals, live performances, and an unapologetically modern aesthetic.

SALT + COMPANY supported NEW CITY through strategic brand development, communications, and partnership outreach — helping the band articulate its creative direction and connect with new audiences. Our work focused on aligning their artistic identity with marketing strategy, refining their public narrative, and amplifying visibility across digital platforms and media opportunities in coordination with their album release.

By combining creative positioning with structured strategy, SALT helped NEW CITY strengthen its brand voice, elevate its industry presence, and capture the attention of both fans and industry leaders in Canada’s evolving music landscape.