# Matthew Rowean

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**Matthew Rowean** (born August 6, 1982, in [Boston](/source/Boston), Massachusetts) is an American artist, creative director, and entrepreneur. He is a Partner and Chief Creative Officer at MATTE Projects.[1][2][3][4] In 2019, Rowean was among [Emmy Nominees](/source/Emmy_Awards) for *Fyre: The Greatest Party that Never Happened.*[5][2][6]

## Biography

Rowean graduated from [Syracuse University](/source/Syracuse_University) with a Bachelor of Fine Arts (BFA) degree in Painting and Communication Design. In 2005, Rowean joined Strategic Group as Creative director. In 2008, he left Strategic Group and co-founded RJW (later rebranded as JWALK) alongside Doug Jacob and Charli Walk. The company worked with brands such as [Lacoste](/source/Lacoste), [David Yurman](/source/David_Yurman), [Equinox](/source/Equinox_Group), and [ABC](/source/American_Broadcasting_Company). He oversaw the brand identity development of the seafood restaurant Catch, which expanded from a flagship in New York City to an international company with locations in L.A., [Dubai](/source/Dubai), and [Playa del Carmen](/source/Playa_del_Carmen).[7][8]

In 2019, Rowean was among [Emmy Nominees](/source/Emmy_Awards) for *Fyre: The Greatest Party that Never Happened.*[5][2][6]

During his tenure as Chief Creative Officer, MATTE won several [Clio Awards](/source/Clio_Awards) for their campaign work with [Cartier](/source/Cartier_(jeweler)).[2]

## Career

Matthew Rowean joined MATTE Projects in 2012 and helped evolve it into a creative agency and production company known for organizing high-profile events like New York City's Full Moon Music Festival and [Rihanna](/source/Rihanna)'s Met Gala after-party. The company operates in cities like New York and [Mexico City](/source/Mexico_City), and has worked with clients such as [Tom Ford](/source/Tom_Ford), Google, and [Dom Pérignon](/source/Dom_P%C3%A9rignon). Besides events, MATTE Projects offers content creation, digital solutions, and experiential design, working with brands such as [KITH](/source/Kith_(brand)), [Adidas](/source/Adidas), [Amazon](/source/Amazon_(company)), Cartier, and [YSL](/source/Yves_Saint_Laurent_(fashion_house)) and talent such as [Kanye West](/source/Kanye_West), [James Blake](/source/James_Blake_(musician)) and [Jay-Z](/source/Jay-Z).[1][9][10]

### Music and fashion

In the live music sector, MATTE Projects has been involved in a variety of projects, ranging from their own live coverage of concerts to filming [The Weeknd The Madness Tour](/source/The_Madness_Fall_Tour). MATTE Projects was [Samsung](/source/Samsung)'s live content partner across music for 2 years.[5] In 2020 MATTE Projects began working directly with [Kanye West](/source/Kanye_West) across a multitude of creative projects, during this period MATTE supported aspects of the [DONDA](/source/Donda_(company)) album launch, culminating with shooting the first concert to be live streamed in [IMAX](/source/IMAX) theaters, "Free Larry Hoover," featuring Ye and [Drake](/source/Drake_(musician)).[11]

MATTE Projects operates in the fashion industry, specializing in fashion events, live fashion show capture, campaigns, and directing fashion films for brands such as [Marc Jacobs](/source/Marc_Jacobs), Tom Ford, [Alexander Wang](/source/Alexander_Wang_(designer)), [Ralph Lauren](/source/Ralph_Lauren), [Gucci](/source/Gucci), [Puma](/source/Puma_(brand)) and other brands.[12][13]

### Campaigns and events

In 2012, MATTE launched Full Moon, a boutique music festival at the [South Street Seaport](/source/South_Street_Seaport). Full Moon later moved to [Governors Island](/source/Governors_Island) and became a 10,000-person festival.[14][15][16][17][18][19] In 2013, MATTE introduced "Black," a visual art and sound experience.[20][21]

In November 2023, the company launched HERO – a new venue dedicated to visual and sonic storytelling at [Rockefeller Center](/source/Rockefeller_Center), in partnership with Colleveite and BOSE Audio. Within these walls there lives an immersive experience featuring the work of a dozen artists and designers who combine immersive video, spatial audio, and scenic design.[22]

Roweans' collaborations within MATTE include [The Macallan](/source/The_Macallan_distillery), [KITH](/source/Kith_(brand)), Cartier, [Audemars Piguet](/source/Audemars_Piguet), Yves Saint Laurent Beauté, [Prada](/source/Prada), [Marriott](/source/Marriott_International), [Apple](/source/Apple_Inc.), [Airbnb](/source/Airbnb), and more.[5][10][23] Their work for Cartier was recognized by [Clio Awards](/source/Clio_Awards).[23] In 2020, MATTE was hired by [Roc Nation](/source/Roc_Nation) to launch Jay-Z's cannabis brand, Monogram.[24] In 2024 MATTE partnered with PUMA[25]

### Films

The company produced *Can't Stop Won't Stop: A Bad Boy Story.* The film won the Hollywood Documentary Award at the 2017 [Hollywood Film Awards](/source/Hollywood_Film_Awards).[26] In 2019, company co-produced the Emmy-nominated [Netflix](/source/Netflix) documentary *[FYRE: The Greatest Party That Never Happened](/source/Fyre_(film))* and initiated "La Luna," an eco-friendly summer party.[5][27] Through the pandemic, they created the documentary "Hell Of A Cruise", available [Peacock](/source/Peacock_(streaming_service)), featuring the early spread of [COVID-19](/source/COVID-19) on cruise ships.[28][29]

## References

1. ["Matte Projects Founders Talk Entrepreneurship and Working with Friends – Coveteur: Inside Closets, Fashion, Beauty, Health, and Travel"](https://coveteur.com/2018/10/02/matte-projects-founders-entrepreneurship-working-with-friends/). *coveteur.com*. Retrieved 30 May 2024.

1. ["Matte Projects announces new 'Originators' platform"](https://ww.fashionnetwork.com/news/Matte-projects-announces-new-originators-platform,1411154.html) (in en-WW). *FashionNetwork.com*. Retrieved 30 May 2024.

1. Brown, Evan Nicole (2023-04-19). ["Matte Projects Names Angus MacEwan as Company's First CMO"](https://www.hollywoodreporter.com/business/business-news/matte-projects-angus-macewan-cmo-1235392317/). *The Hollywood Reporter*. Retrieved 30 May 2024.

1. ["Meet the Boys Behind the Coolest Party in NYC This Weekend"](https://www.harpersbazaar.com/culture/art-books-music/news/a21888/matte-projects-interview/). *Harper's BAZAAR*. 2017-04-07. Retrieved 30 May 2024.

1. Coffee, Patrick. ["The agency behind Netflix's Fyre Festival documentary and Met Gala campaigns just raised $5 million to expand its film and fashion business"](https://www.businessinsider.com/agency-matte-projects-raises-5m-forest-road-spac-2021-9). *Business Insider*. Retrieved 30 May 2024.

1. ["FYRE: The Greatest Party That Never Happened"](https://www.emmys.com/shows/fyre-greatest-party-never-happened). *Television Academy*. Retrieved 30 May 2024.

1. Lentz, Alissa (2011-10-14). ["GOTHAM Magazine helps launch Range Rover's EVOQUE"](https://scallywagandvagabond.com/2011/10/gotham-magazine-helps-launch-range-rovers-evoque/). *Scallywag and Vagabond*. Retrieved 30 May 2024.

1. Kim, Clara (2011-08-25). ["Lacoste Seeks to Boost Brand Image by Sponsoring Non-Celebrities"](https://newsfeed.time.com/2011/08/25/lacoste-seeks-to-boost-brand-image-by-sponsoring-non-celebrities/). *Time*. [ISSN 0040-781X](https://www.worldcat.org/issn/0040-781X). Retrieved 30 May 2024.

1. Littleton, Cynthia (2021-07-12). ["NFT Startup Venture Notables Draws CAA, UTA, WME as Advisors (EXCLUSIVE)"](https://variety.com/2021/digital/news/nft-notables-caa-uta-wme-forest-road-1235017892/). *Variety*. Retrieved 30 May 2024.

1. ["Gillian Laub, Ivan Olita, Fernando García, Jessie Andrews, Matte Projects and More Celebrate Tamo Jugeli at Nine Orchard"](https://www.culturedmag.com/article/2023/05/19/tamo-jugeli-dinner-matte-projects). *www.culturedmag.com*. Retrieved 30 May 2024.

1. ["Kanye and Drake's Free Larry Hoover Concert Budget Is Reportedly an Estimated $10 Million"](https://www.aol.com/kanye-drakes-free-larry-hoover-022150501.html). *aol.com*. Retrieved 30 May 2024.

1. Nordstrom, Leigh (2018-03-26). ["Behind the Fashion Videos for Tom Ford, Alexander Wang and More"](https://wwd.com/eye/lifestyle/matte-new-york-fashion-week-videos-1202638120/). *WWD*. Retrieved 30 May 2024.

1. Manoff, Jill (2022-10-30). ["Fashion Briefing: Influential fashion marketers are turning their attention to wellness"](https://www.glossy.co/fashion/fashion-briefing-influential-fashion-marketers-are-turning-their-attention-to-wellness/). *Glossy*. Retrieved 30 May 2024.

1. Balasundar, Gautam (2017-07-05). ["Why Full Moon Is The Preeminent 'New York' Festival"](https://www.ahotellife.com/full-moon-matte-projects/). *A Hotel Life*. Retrieved 30 May 2024.

1. Williams, Nick (2016-08-12). ["Full Moon Festival Founders MATTE Projects Talk Two-Day Expansion, Controlled Growth, And Return To Governor's Island"](https://www.billboard.com/music/music-news/full-moon-festival-founders-talk-two-day-expansion-7469487/). *Billboard*. Retrieved 30 May 2024.

1. Miozzi, Antonella (2017-05-04). ["Matte Projects just announced Full Moon Festival"](https://www.houseoffrankie.com/matte-projects-just-announced-full-moon-festival/). *HOUSE of Frankie*. Retrieved 30 May 2024.

1. Coulson, Richard (2015-07-28). ["Matte Projects Presents: Full Moon Fest 2015"](https://datatransmission.co/festivals/matte-projects-presents-full-moon-fest-2015/). *Data Transmission*. Retrieved 30 May 2024.

1. ["Full Moon Festival 2015: Inside The Chill Brooklyn Dance Party"](https://guestofaguest.com/new-york/events/full-moon-festival-2015-inside-the-chill-brooklyn-dance-party). *Guest of a Guest*. Retrieved 30 May 2024.

1. ["Inside The 2014 Full Moon Festival"](https://guestofaguest.com/new-york/events/inside-the-2014-full-moon-festival). *Guest of a Guest*. Retrieved 30 May 2024.

1. Schreiber, Abby (9 March 2017). ["Scenes From MATTE Project's Mexico City Edition of BLACK"](https://www.papermag.com/scenes-from-matte-projects-mexico-city-edition-of-black#rebelltitem3). *papermag.com*. Retrieved 2024-04-25.

1. ["PEGGY GOU TAKES US INSIDE MATTE BLACK, NYC's Ultimate Rave"](https://vmagazine.com/article/a-look-inside-matte-black-nycs-ultimate-art-rave/). *V Magazine*. 2022-05-02. Retrieved 30 May 2024.

1. Marroquin, Mario (4 December 2023). ["Digital marketing exec blends music, visual arts to help brands tell stories"](https://www.crainsnewyork.com/gotham-gigs/matte-co-founder-max-pollack-blends-music-visual-arts-help-brands-tell-stories). *crainsnewyork.com*. Retrieved 30 May 2024.

1. ["Matte Projects announces new 'Originators' platform"](https://us.fashionnetwork.com/news/Matte-projects-announces-new-originators-platform,1411157.html). *FashionNetwork.com*. Retrieved 30 May 2024.

1. ["Hype Williams's Reimagines Slim Aarons' Poolside Socialites for Jay-Z's Cannabis Line"](https://www.vanityfair.com/style/2021/04/hype-williamss-reimagines-slim-aarons-poolside-socialites-for-jay-zs-cannabis-line). *Vanity Fair*. 2021-04-11. Retrieved 30 May 2024.

1. Stewart, Rebecca (2024-04-11). ["Puma Wants to Sprint in Olympics Brand Race With Comeback Ad"](https://www.adweek.com/brand-marketing/puma-wants-to-sprint-in-olympics-brand-race-against-nike-and-adidas/). *www.adweek.com*. Retrieved 30 May 2024.

1. ["Can't Stop Won't Stop: A Bad Boy Story"](https://livenationproductions.com/cant-stop-wont-stop-a-bad-boy-story/). *Live Nation Productions*. Retrieved 30 May 2024.

1. Zimmerman, Amy (2019-01-18). ["Netflix's 'Fyre': Inside the Millennial Scam of the Decade"](https://www.thedailybeast.com/netflixs-fyre-inside-the-millennial-scam-of-the-decade). *The Daily Beast*. Retrieved 30 May 2024.

1. Diller, Nathan. ["'Hell of a Cruise': Highlighting the panic, failures of the COVID early days"](https://www.usatoday.com/story/travel/cruises/2022/09/14/hell-cruise-early-days-covid/8028417001/). *USA TODAY*. Retrieved 30 May 2024.

1. Cordero, Rosy (2022-08-26). ["Peacock Launches Virtual 'DocFest' Including Documentaries About Rosa Parks, Prince Andrew; Joe Berlinger's 'Shadowland'"](https://deadline.com/2022/08/peacock-virtual-docfest-lineup-joe-berlinger-shadowland-rosa-parks-prince-andrew-documentaries-1235100853/). *Deadline*. Retrieved 30 May 2024.

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Adapted from the Wikipedia article [Matthew Rowean](https://en.wikipedia.org/wiki/Matthew_Rowean) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Matthew_Rowean?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.