VEVO
|
STUDIO PRODUCTION
|
VEVO | STUDIO PRODUCTION |
As part of my creative leadership at Vevo, I built and scaled a suite of in-studio performance formats that became the foundation of the company’s original content strategy. Designed to serve artists at every stage of their careers, these editorially distinct series—LIFT, Official Live Performance, DSCVR, CTRL, and others—combined high-production values with storytelling-driven performance design to deepen fan engagement and reinforce Vevo’s role as a cultural tastemaker.
Each series addressed a unique strategic need. LIFT introduced breakthrough artists through immersive editorial campaigns and exclusive performances. Official Live Performance elevated the work of globally recognized talent like The Weeknd, Ariana Grande, Justin Bieber, and Billie Eilish through stylized, cinematic live sets. DSCVR focused on early-stage discovery, while CTRL showcased artists reinterpreting their hits in stripped-back, fan-focused settings. Across all formats, the goal was the same: to create visually distinct, emotionally resonant performance experiences that connected artists and fans more meaningfully.
I was responsible for the full end-to-end development of this content portfolio—from format naming, strategic positioning, and creative direction to production design, global rollout, and campaign amplification. I also led the creation of complementary editorial and social assets, ensuring every release had impact across YouTube, CTV, and Vevo’s branded environments.
Together, these formats not only drove measurable growth in viewership and engagement—they redefined how Vevo showed up to artists, labels, and fans alike. They demonstrated how a cohesive, multi-format approach to performance content can elevate a brand, deepen industry trust, and deliver enduring cultural value at scale.
-
I led the creation and development of a diverse suite of studio performance formats, including LIFT, Official Live Performance, DSCVR, and CTRL, each with its own editorial purpose and visual language. These formats served as essential tools for artist development, brand storytelling, and platform differentiation, helping drive Vevo’s continued growth as the global leader in music video content. Collectively, they contributed to sustained viewership growth across platforms including YouTube and CTV, with series like DSCVR generating over 600+ annual submissions and LIFT helping launch the careers of future Grammy winners and chart-topping artists.
-
I directed cross-functional creative and production teams across multiple geographies, managing the end-to-end execution of dozens of campaigns per year. This included everything from budgeting and forecasting, to production design, vendor management, artist relations, and post-production workflows. I consistently delivered high-quality content on time and on budget, balancing creative ambition with operational excellence. My leadership enabled scalable delivery pipelines while supporting Vevo’s global growth strategy and local market needs.
-
I positioned Vevo as a trusted creative partner to artists, labels, and management teams by delivering visually ambitious, artist-aligned storytelling that resonated across fandoms and industry circles. Campaigns for artists like Billie Eilish, Olivia Rodrigo, Doja Cat, and The Weeknd became cultural moments in their own right, expanding the role of performance content beyond promotion and into brand-building. These series reinforced Vevo’s status as a tastemaker and content studio, supporting both commercial outcomes and long-term creative equity.
