Multi-talented musician, producer and actor Questlove, who you may know as the drummer and front man for The Roots (who are celebrating their 30th anniversary this month) and Jimmy Fallonโs Tonight Show house band, stars in the next phase of The New York Timesโ โIndependenceโ campaign that shows how what you read can inspire who you are.ย
The film spot, directed byย Ghanaian-American filmmaker Joshua Kissiย (whoโs worked with such luminaries as Michael B. Jordan, Laverne Cox, Cynthia Erivo, and Jaden Smith and brands like Nike, Google and Hennessy) takes us inside Questloveโs thought process as he reflects on the stories that impact his life and perception of the world.

Of the spot, Questlove says, โIโm thrilled to be working with The New York Times on this campaign. As a subscriber since 2020, I get inspiration from the journalism, criticism, and even games by The Times. I even use the Sunday paper, which Iโve been reading for years as a touring musician, as a sketch pad to set intentions.โ
The short is full of hidden Easter eggs for Questlove and Roots fans, including a glimpse into Questloveโs daily routine and the power of manifestation and meditation, a peek inside NYCโs legendary Electric Lady Studios where Questlove took up residence and produced multiple albums between 1996 and 2002 as well as his Wordle obsession and the community he has created around it.

In addition, the film reveals how guest essays, new music critiques and reporting on places or people he admires helps him evolve personally and professionally by offering new perspectives about the world and himself. Questlove adds that โI hope this helps othersย understand how journalism can inspire new pursuits and ideas for any point in life. I encourage my fellow curious subscribers to check outย nytimes.com/storyportraitย to explore how the journalism they read is part of who they are.โ
NYT subscribers can make their own unique Story Portrait, a personalized, headline โportraitโ using The Times journalism they read and interact with the most by visitingย nytimes.com/storyportrait. ย