The DNA Project: How a Passion Project Became a Corporate Entertainment Powerhouse

Every business has a beginning. Some are planned with financial models and five-year strategies. Others begin with a simple belief: that great music deserves to be discovered and that people deserve professionals who understand entertainment.

The DNA Project began as a passion project celebrating overlooked artists. It became a company built on that same principle: identify talent, execute with excellence.

The Origin: A Video Series With a Mission (2013)

In 2013, Anthony Lewis, working alongside musicians Daniel Cowans (music director) and Jef Kearns (flute), launched a video series dedicated to celebrating lesser-known artists producing exceptional music. The inspiration came from frustration: there were musicians creating brilliant 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"—a collaboration featuring vocalist Lori Nuic and the late, extraordinarily talented Nevon Sinclair. This wasn't just a cover. 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.

Anthony Lewis, Founder & CEO

Jef Kearns (Flute)

Daniel Cowans (Music Director)

The instrumental version showed the piece's versatility:

The Pivot: When Couples Started Asking to Book the Musicians (2014)

Then something unexpected happened.

Couples who had 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. They wanted to book the artists they'd learned about and connected with through The DNA Project's content.

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.

If this resonates with you—if you're planning an event and you want entertainment that feels personal, not generic—keep reading. This is how it works.

Anthony made a decision: rather than continue creating videos about music, he'd create a live entertainment business built on the same principle. Continue making the videos. Start booking the musicians. Build something that served the demand he was seeing.

In 2014, The DNA Project was officially founded as an entertainment consultancy.

This wasn't a planned business pivot. It was listening to what customers actually wanted and building around that.

Building the Model: Boutique Planners & Musician Partnerships (2015-2017)

The early 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 like Treasa 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 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.

Why this matters for your event: Entertainment sourced through trusted professionals, recommended by planners who've seen hundreds of options—that's the level of vetting you get. No lottery. No hoping the DJ shows up on time. Just proven excellence.

The Video Series Evolved

As the live 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." This collaboration brought together world-class talent: Joy's vocal artistry and Larnell's international reputation as one of the most versatile and in-demand drummers working today. It was exactly the kind of quality collaboration The DNA Project was known for—celebrating legitimate artistic excellence.

The Shift to Corporate: The Real Opportunity (2018-2019)

By 2018, The DNA Project had proven success in weddings through planner partnerships. But Anthony recognized something critical: corporate events were where the real opportunity existed.

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.

The Touring Opportunity: The Chronic Live & One More Time

Beyond corporate entertainment, Anthony saw a different opportunity: what if talented musicians could tour the country, collaborate with local musicians in each city, and build shows that would consistently sell out—without relying on celebrity names or A-list status?

This vision led to the development of touring productions: full-scale recreations of iconic albums with 16-piece orchestras, designed to be replicated and adapted in different cities.

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.

To make this sustainable, Anthony partnered with an overseas promotion agency that understood the model: create shows with enough artistic depth and production quality to sell out venues based on merit alone, supported by local musicians in each city.

The Chronic Live Performance

Full Production Setup

Cocktail Hour Setup

Live Performance

Full Band Performance

Audience Engagement

Stage Production

Learn more about The Chronic Live and One More Time →

The Pandemic & The Podcast: Returning to the Original Mission (2020)

2020 presented a challenge most entertainment companies couldn't overcome: live events disappeared.

But it also presented an opportunity. The DNA Project launched the Music Explored Podcast in 2020—a return to the original mission. Created by Anthony Lewis alongside Diriki Palmer and Matt Keselman, the podcast features conversations with industry-defining musicians and producers:

Why this matters: These aren't just famous names. These are the people defining how modern entertainment, production, and music creation work. When we book your entertainment, we're drawing from conversations and relationships with people at this caliber.

Notable Guests Include:

• Alan Cross — Legendary Canadian radio broadcaster and music journalist (40+ year career, host of "The Ongoing History of New Music," 720+ episodes)
• Keith Harris — Grammy-winning record producer who has worked with The Black Eyed Peas, Madonna, Michael Jackson, Mariah Carey, Christina Aguilera, Britney Spears, Rihanna, and dozens of major artists
• Larnell Lewis — Grammy-winning drummer (Snarky Puppy, toured with Quincy Jones, Gregory Porter, Jacob Collier, Kurt Elling)
• David "DLO" Outing — Grammy-winning producer (Mary J. Blige, Jonathan McReynolds)
• Jully Black — Platinum-selling Canadian R&B artist, Juno Award winner, CBC Music's "25 Greatest Canadian Singers Ever"
• LJ Mitchell & Otis Williams — Elevation Church (North Carolina). Elevation Church is one of the largest and most influential megachurches in America, known for its innovative approach to worship, production, and music ministry. LJ Mitchell serves as Music Director, overseeing the musical vision for a congregation that reaches hundreds of thousands of people globally.

The podcast became a sustainable revenue stream while serving the company's core mission in a format that worked during pandemic restrictions. It also became a way to build authority and attract clients and collaborators who valued thoughtful partnerships.

Today: Five Revenue Lines, One Core Philosophy (2020-2026)

Notable Events & The Team

Wedding Ceremony

Corporate Event

Hotel Partnerships

More recently, The DNA Project established partnerships with luxury hotel properties including Westin Harbour Castle, positioning the company as a recommended entertainment and AV provider for guest events and in-house celebrations.

DJ Team

Sharing Ideas

Collaboration

Team Professional

Production Meet

Professional

Coordination

Merch

The Pattern: Listen, Then Build

The DNA Project's 12-year journey 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.

How this applies to YOUR event: We don't start with templates or "packages." We start by understanding what you're celebrating, who you're celebrating with, and what would make this moment unforgettable. Then we execute at a level most people don't even know is possible. That's the pattern. That's the promise.

What Real Clients Say

How It Works: The DNA Project Process

Step 1: Discovery Call (20 minutes, free)
We learn what you're celebrating, your vision, your timeline, and your concerns. You ask any questions. No pressure, no pitch.

Step 2: Proposal & Consultation
We create a custom entertainment plan tailored to your event. Specific musicians. Specific setlists. Specific solutions for YOUR vision.

Step 3: Execution & Partnership
From pre-event coordination to post-event follow-up, we're invested in making your event unforgettable. We show up. We deliver. We make you look amazing.

Common Questions

For Couples

How far in advance should we book?
Most wedding dates book 6-12 months out, especially for preferred seasons. We recommend reaching out as soon as your date is set. Peak season can fill quickly.

What does the entertainment package include?
That depends on your vision and budget. Options range from ceremony musicians (violin, piano) to full reception entertainment with DJ and MC. We customize everything. During your consultation, we'll explore what fits your event and vision.

Can you work with our planner?
Yes—and we prefer it. We've partnered with Toronto's top planners for over a decade. We collaborate seamlessly with whoever you've chosen.

What if something goes wrong on the day?
We have backup musicians, backup equipment, and backup plans. In 12 years across 1,000+ events, we've never cancelled a show or let a client down. That's not luck—that's preparation and professionalism.

For Corporate Events

What's the typical timeline?
Book entertainment 3-6 months in advance for optimal planning. Sooner is better, but we can accommodate shorter timelines if available.

Can you handle events of any size?
Yes. We've done intimate gatherings (50 people) and large galas (1,000+ attendees). We scale the entertainment to match your venue and guest count.

How does the consultation work?
Schedule a free 20-minute call with Anthony. Discuss your event, objectives, and vision. We'll propose entertainment options tailored to your brief and budget.

Do you work with our existing vendors?
Absolutely. We coordinate with your venue, AV team, catering company—whoever's involved. We're partners, not solo acts.

What's included in the AV production package?
Lighting design, sound engineering, video projection, technical coordination, and on-site management. We handle the technical side so your event runs seamlessly.

Why DNA Project, Not Someone Else?

1,000+ events delivered. We've done the work. We know what works.

25+ Fortune 500 companies trust us. If major corporations rely on us, your event is in capable hands.

We understand YOUR vision, not our template. Most entertainment companies have a "package." We have a process. We listen first. We customize everything.

100% reliability. 40+ touring shows sold out. Zero cancellations. When we commit, we deliver.

1-2 hour response time. We're accessible. You can reach us. Questions get answered fast.

12 years building relationships. We're not just a vendor. We're part of Toronto's entertainment community. Planners, musicians, venues—they all know us. They all recommend us.