How do you really know when you stop being a teenager? Between legal adulthood, financial independence, and emotional maturity, the markers of adulthood are blurry. In fact, a recent study shows that our brains continue to develop until the age of 32. Crazy, right?

Even though Tribu’s slogan has long been: “for reaching young people and adults who never age,” the transition into adulthood has happened almost naturally over the past three years.

The agency, born on a kitchen countertop (yes, that very same countertop we told you about), has grown into an international crew bringing cities around the world to life.

When Micah, our founder and CEO, launched Tribu, he admitted he had “no idea what it would become.”

At this time of year, picture the crew gathered around a meal, each sharing their vision for Tribu and its milestones. Their answers tell one story: that of a team that crosses oceans and pandemics, pushes its limits, and remains a tight-knit family for whom nothing is impossible… not even the Moon.

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How would you describe TRIBU?

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Lise, Accounting Technician (since the days of Micah’s kitchen-office), says:
“Tribu started really small, and it has grown so much through hard work and amazing experiences to become an international company. It’s extraordinary.”

She adds (and it honestly made our day, even our year): “I looked at the images from Australia last week, t******k! I’m blown away by the incredible work you’re doing, it gives me so much energy. For me, Tribu = success, definitely.”

According to David, Head of Programming (and one of our metaphor champions): “Tribu is like a small boat crossing the ocean, carrying on board an army of happiness driven by their passion.”

Justine, Project Manager (our queen of details): “When Tribu goes somewhere, it leaves its mark. No challenge is impossible.”

Aude, Head of Marketing and Communications: “A big family. We spend a lot of time together, and we experience SO much together.”

Jean-Daniel AKA JD, Head of Partnerships: “It’s crazy! That we, the small Tribu team, create events that people talk about all over the world.”

Jean-Michel AKA JM, Director, sums it up: “Tribu is a crazy story factory.” MIC DROP.

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Challenges, big and small

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Growing up comes with its challenges. At Tribu, everyone gets their hands dirty, in the sand or in the snow… (yes, we have a thing for extreme conditions).

Gaetan, Creative Lead: “The graphic setup for my first live event during APIK… zero room for error. Stressful, but so rewarding to see the result.”

Mathilde, Community Manager: “Working with athletes from different continents, not all of whom speak English, while creating content… so enriching! And posting on social media at 1 a.m. after 15 hours of work… you really need brain juice for that.”

Some challenges are more memorable than others.

Justine, Project Manager, recalls: “Producing a full-scale event on a beach (like in Virginia Beach) is an enormous logistical and production challenge.”

After 15 years of service, David, Head of Programming, had a hard time choosing his biggest challenge. His answers remind us of the harsh realities of our events:

– A serious injury to a fixed-gear cyclist during the first JACKALOPE;

– Several editions of BARBEGAZI took place in extreme cold, including one with a storm that swept everything away;

– Evacuation of Montreal’s Olympic Stadium during JACKALOPE 2022 due to a tornado warning.

Cherry on the cake, Aude, Head of Marketing and Communications, recalls her first JACKALOPE in 2022 in Montreal, with an anecdote that perfectly captures Tribu on a Sunday morning:

“I’m in the media container, sorting through photos from the day before while JM sets up his cameras. Micah shows up and asks us: ‘Who’s game to do a BASE jump in 15 minutes?’ It was the very first tandem BASE jump in Canada, and the first ever from a crane. JM said, ‘No thanks.’
Me… I had too much FOMO to say no. Ten minutes later, I’m signing a waiver and putting on a harness while they explain that I’m literally going to have to jump off a 300-foot crane. Fun fact: I’m afraid of heights.”

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Milestones, as seen by the crew

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Like a young adult finally leaving home to explore the world, Tribu charted its path beyond Canada.

Lise, Accounting Technician, recalls: “When you know Micah, that guy has so much drive and energy… I thought to myself, ‘My god, he’s going to succeed, this is going to grow.’ And with each move, it got bigger and bigger. He’s like a bull, you know—he charges ahead, and when he wants something, he does everything it takes to get it.”

For Nathaniel AKA Nate, Production Coordinator, it all started in Montreal in 2016, with “the wild idea of having someone parachute from the top of the Olympic Stadium.”

A year later, in 2017, Ariel, Head of Operations, recalls another major turning point: “Tony Hawk coming to Montreal really put JACKALOPE on the big league map.”

He continues: “Taking JACKALOPE to Virginia Beach was the sign that the event had become truly international.”

 

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A turning point that Micah, Founder & CEO of Tribu, identifies as a decisive milestone: “Signing a three-year partnership with Virginia Beach was a real pivot in Tribu’s history, just after the pandemic, at a time when we needed it the most.”

Speaking of the pandemic, Cécilia, Marketing and Communications Director, reflects on this key period: “We focused on our expertise in content production. A true stamp of our storytelling and creative know-how. Web series and documentaries on JACKALOPE TV for Tribu’s clients, and more recently a documentary produced for Télé-Québec.”

Since events returned in 2022, growth has accelerated, according to Aude, Head of Marketing and Communications: “It’s incredible how far we’ve come since events came back. Wow, there have been so many projects over the past three years! The quality of our productions has improved tremendously.”

Ariel, Head of Operations, also highlights the recent arrival of Live Webcasts: “It has opened up opportunities all around the globe.”

Nathaniel AKA Nate, Production Coordinator, adds: “With the Live on the giant screens, the show is everywhere, and it completely changes the festival-goers’ experience.”

Jean-Daniel AKA JD, Head of Partnerships, still with a tan from our first event on the other side of the world, concludes: “Seeing our events in Australia and witnessing the excitement on the other side of the globe… it’s sick!”

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Where do you see Tribu in 15 years?

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Four people gave the same answer, independently. That says a lot about our ambitions:

Gaetan, Creative Lead – “If we follow Tribu’s story and vision, in 15 years we’ll probably have a JACKALOPE on the Moon.”

Nathaniel AKA Nate, Production Coordinator – “Here, anything is possible, and we really believe it. We’ll have a Vert competition on the Moon.”

David, Head of Programming – “An office on the Moon!”

Elyane, Client Account Manager – “JACKALOPE on the Moon.”

For those who are more pragmatic, as Aude, Head of Marketing and Communications, puts it: in 15 years, Tribu will be “WORLDWIDE BABY.”

For Jean-Michel AKA JM, Director, we’ll be “Number 1 in action sports competitions worldwide.”

Ariel (Head of Operations), Jean-Daniel AKA JD (Head of Partnerships), and Mathilde (Community Manager) agree on: a JACKALOPE Fest on every continent, with secondary events (JACKALOPE Block Parties) in multiple countries.

JD adds: “Large-scale events, respected by the communities, and having a strong impact on families, while still keeping the show free.”

Mathilde adds an important detail: “Without ever forgetting the tradition of the marketing team photo at the end of events.”

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Le mot de la fin pour Micah, Fondateur & PDG de Tribu:
« En 2040, on aura plus de 20 événements JACKALOPE par année, du contenu distribué partout, chaînes sportives, avions, plateformes internationales. Tribu aura des équipes sur chaque continent, un véritable écosystème mondial”

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Shall we meet on the Moon?