On My Way with Ross

Ross is launching On My Way, an original documentary series following two emerging musicians on separate road trips, with Grammy-nominated artist Khalid joining them at pivotal moments along the way. 

Created with McKinney and production partner CYLNDR Studios, the series follows Ian Cobiella and Bryce Fleming at turning points in their lives. Ian is considering switching from Computer Science to Music Composition, while Bryce has just graduated and is beginning her career as an artist. Each hits the road with an original song in progress and a destination ahead. Along the way, Khalid steps in at just the right moment, not as a celebrity cameo, but as an artist who understands the nerves, doubt and persistence that come with trying to make it.

That’s the heart of On My Way: before the breakthrough, there’s the road. The series captures the part we don’t usually see, when emerging artists are still figuring out what comes next. Khalid meets Cobiella and Fleming in that moment, offering perspective from someone who knows what it takes. By the end of each journey, an original song comes to life.

For Ross, On My Way brings a new perspective, meeting Gen Z through something already central to their lives: music. Created with McKinney, the series moves beyond traditional advertising with three to four minute documentary style episodes about two young artists whose resourcefulness embodies everything Ross stands for today.

The work continues beyond the series, with Ian and Bryce’s original songs released as full tracks available for streaming at launch.

On My Way began rolling out with teasers beginning August 24 through OOH placements on college campuses across the country, followed by three trailers and full-length episodes beginning August 31 across Ross social channels including TikTok, Instagram, and YouTube.

“Ross is built on discovery. Finding something great before everyone else does is basically the whole game. So we took that idea out of the store and into music. We found two emerging artists dreaming of a bigger stage, then used Ross’s platform and Khalid’s perspective to actually give them one. To help them be discovered.” adds Omid Amidi, Co-Chief Creative Officer, McKinney.