How The DNA Project evolved from a 2013 video series celebrating overlooked artists to Toronto's leading entertainment company. 12 years, 1,000+ events, 25+ Fortune 500 clients.
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Every business has a beginning. Some are planned with financial models and strategic roadmaps. Others begin with a simple belief: that great work deserves to be discovered and celebrated. This is The DNA Project's story—how a passion project honoring overlooked artists became the company couples and corporations choose when entertainment matters.
Note: This is the short version of our story. Read the full story on our About page →
In 2013, Anthony Lewis, along with musicians Daniel Cowans (music director) and Jef Kearns (flute), launched a video series with a simple mission: celebrate lesser-known artists producing exceptional music.
The motivation was rooted in frustration. There were brilliant musicians creating exceptional work, but the mainstream music industry ignored them because they weren't famous enough, didn't have massive social media followings, or didn't fit major label categories.
The very first video featured an arrangement of Robert Glasper's "Ah Yeah"—featuring vocalist Lori Nuic and the late, extraordinarily talented Nevon Sinclair. It was a statement: great music performed with artistry and intention deserves to be discovered and celebrated.
In memory of Nevon Sinclair. His artistry and musicianship helped launch The DNA Project's mission. His legacy lives on through the music created and the artists celebrated.
The video series continued alongside what would come next—a pivot that changed everything.
Something unexpected happened. Couples who discovered the musicians through the videos started reaching out. They didn't just want to watch. They wanted to hire these performers for their weddings.
One of those early inquiries came from Treasa, who would later found Leigh Events—one of Toronto's most respected boutique planning companies. She fell in love with "Ah Yeah" on YouTube. When she needed entertainment for her 10-year wedding anniversary, she knew exactly who to call.
This single booking was the turning point. It showed Anthony something critical: couples didn't just want entertainment. They wanted to hire musicians they *trusted*—artists they'd been introduced to through authentic content. They wanted the same thing The DNA Project had been trying to do all along: celebrate real artistry.
In 2014, The DNA Project was officially founded as an entertainment consultancy.
The success with Treasa revealed the strategy: rather than market directly to couples, The DNA Project would build relationships with boutique event planners who understood quality entertainment.
Planners wanted partners, not vendors. They wanted entertainment professionals who would ask questions, understand the event's vision, and execute flawlessly. When Treasa launched Leigh Events, she became one of The DNA Project's primary referral sources—not because of paid advertising, but because she'd experienced the work firsthand.
This partnership model became the foundation for sustainable growth. Word spread through planner networks. Recommendations carried credibility.
As the business grew, the video series continued. Vocalist Joy Lapps-Lewis—married to Grammy-winning drummer Larnell Lewis—was featured on a sophisticated cover of Gretchen Parlato's "How We Love." It was exactly the kind of quality collaboration The DNA Project was known for: celebrating legitimate artistic excellence.
By 2018, The DNA Project had proven success in weddings through planner partnerships. But Anthony recognized something critical: corporate events represented the real opportunity.
Corporate clients had larger budgets, more frequent bookings, and different needs. They wanted full-scale production, custom entertainment, music that matched their brand. Galas. Conferences. Holiday parties. Product launches.
This insight shifted the entire strategy. Corporate entertainment became the primary revenue focus—and has remained so.
Beyond corporate entertainment, Anthony saw a different opportunity: what if talented musicians could tour the country and build shows that sold out consistently without relying on celebrity names?
This vision led to touring productions: full-scale recreations of iconic albums with 16-piece orchestras.
The Chronic Live — Dr. Dre's legendary album, orchestral precision, theatrical execution.
One More Time — Daft Punk's iconic work, same commitment to detail and quality.
The results: 100% sell-out record across 40+ performances in 8 Canadian cities. Not a single cancelled show.
2020 presented a challenge most entertainment companies couldn't overcome: live events disappeared overnight.
But it also presented an opportunity. The DNA Project launched the DNA Airwaves Podcast in 2020 (later rebranded as Music Explored Podcast)—created by Anthony Lewis alongside Diriki Palmer and Matt Keselman.
The podcast features conversations with industry-defining musicians and producers: Grammy-winning producers (Keith Harris, David "DLO" Outing), legendary drummers (Larnell Lewis), iconic Canadian artists (Jully Black), and innovators from major institutions like Elevation Church.
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These relationships and conversations directly inform the entertainment we create. The podcast became a sustainable revenue stream while building authority and attracting clients who valued thoughtful, relationship-driven partnerships.
Fast forward to 2026. The DNA Project operates across five revenue lines:
But the core philosophy hasn't changed. We listen first. We understand your vision. We execute with excellence. We build relationships, not transactions.
The DNA Project's evolution reveals a consistent pattern:
2013: Identify what's missing (overlooked artists need exposure) → create to solve it (video series).
2014: Listen to what customers want (couples requesting musicians) → build to serve it (entertainment business).
2018: Recognize the bigger opportunity (corporate events) → shift to serve it (corporate focus).
2020: Face a constraint (live events impossible) → solve it differently (podcast).
This isn't luck. It's the company's DNA: understand a need, execute with excellence, then listen to what comes back.
When you hire The DNA Project, you're not booking a service. You're partnering with people who've spent 12 years learning how to do this right. We listen. We customize. We execute. We show up.
We've performed at 1,000+ events. We've worked with 25+ Fortune 500 companies. We maintain a 100% show record and a 5.0★ rating.
But more importantly: we care about getting your event right. Because great entertainment doesn't just happen. It's created by people who understand your vision and know how to deliver it flawlessly.
The DNA Project is an entertainment consultancy founded in 2014, based in Toronto. We specialize in corporate event entertainment, wedding entertainment, AV production, piano rentals, and the Music Explored Podcast. Read the full story →
From intimate gatherings to show-stopping celebrations, we design and curate the perfect entertainment experience tailored to YOUR unique vision.
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