AMAZON MUSIC
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BREAKTHROUGH FILMS
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AMAZON MUSIC | BREAKTHROUGH FILMS |
As part of Amazon Music’s commitment to emerging talent, I led the creation of a premium artist profile film series under the Breakthrough franchise. The series spotlighted rising artists like Benson Boone and Chappell Roan, capturing their personal stories, creative journeys, and cultural impact through intimate, documentary-style short films.
Each piece was crafted to deepen fan connection and build artist equity, combining cinematic visuals, exclusive interviews, behind-the-scenes footage, and performance moments. These films were distributed across Amazon Music, Prime Video, and social channels, designed to travel natively across multiple formats while elevating the artist’s visibility within and beyond the platform.
I oversaw all phases of development and production, from editorial direction and visual identity to shoot execution and go-to-market rollout, collaborating closely with artists, managers, and label partners to ensure authenticity and creative alignment.
The series helped define Breakthrough not just as a playlist brand, but as a storytelling platform—positioning Amazon Music as a champion of artist development and a destination for high-quality, narrative-driven music content.
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I expanded the Breakthrough brand from a music playlist into a storytelling vehicle by launching a series of premium artist profile films. These short-form documentaries focused on emerging talent like Benson Boone and Chappell Roan, capturing their journeys through emotionally resonant, visually rich storytelling.
Impact: The series drove significant increases in artist discovery and engagement, with featured artists seeing measurable spikes in both streams and social traction following each release. It also broadened Breakthrough’s role within the Amazon Music ecosystem, aligning it with content strategy, not just curation.
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Each film was designed to move fluidly across Amazon Music, Prime Video, and social, optimized for both long-form viewing and short-form excerpting. I led all aspects of editorial and production, working closely with artists and teams to deliver deeply personal narratives that resonated across fanbases.
Impact: The films consistently outperformed internal benchmarks for time watched and content completion, particularly on Prime Video and YouTube, and became among the most shared artist-driven content on Amazon Music's owned channels.
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The Breakthrough films reinforced Amazon Music’s commitment to nurturing early-stage artists through creative investment and platform exposure. By offering artist-first storytelling that elevated identity and artistry, the series became a proof point for the company's value to the music community.
Impact: Helped deepen relationships with labels and artist managers, increased Amazon Music’s visibility in talent development conversations, and contributed to follow-up campaigns and live opportunities for featured artists.
