At Vevo, I conceived and launched Footnotes, an original content series designed to provide fans with in-depth, behind-the-scenes insights into the creation of iconic music videos. This series offers a unique blend of artist commentary, production details, and cultural context, enriching the viewer's understanding and appreciation of the music video art form.
I was responsible for the end-to-end development of Footnotes, including naming the format, crafting the strategic vision, overseeing creative direction, production design, and execution. Additionally, I led the creation of social and marketing assets to amplify each episode's reach across platforms.
The series has featured a diverse array of artists such as Billie Eilish, Doja Cat, Mariah Carey, and Public Enemy, providing them with a platform to share personal anecdotes and creative processes behind their music videos. Each episode was meticulously produced to reflect the unique identity of the artist, ensuring authenticity and resonance with audiences.
VEVO
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FOOTNOTES
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VEVO | FOOTNOTES |
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Developed the Footnotes format from the ground up, including naming, editorial structure, production approach, and campaign rollout strategy.
Featured artists such as Billie Eilish, Mariah Carey, Public Enemy, and Doja Cat, using detailed annotations and behind-the-scenes facts to enrich the fan experience.
Delivered significant increase in average watch time (up to +28%) versus unannotated music videos, due to the format’s educational and immersive storytelling style.
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Aligned releases with cultural anniversaries, album rollouts, and industry moments to maximize reach and contextual relevance.
Supported the relaunch of legacy videos (e.g. We Belong Together by Mariah Carey) that saw double-digit viewership increases after Footnotes release.
Positioned Vevo not only as a platform for discovery but also as a trusted editorial voice in music history, artistry, and context.
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Produced efficiently using motion graphics, editorial overlays, and archival content, minimizing production costs while delivering polished, repeatable output.
Episodes regularly drove organic social shares and press mentions, including pickups from outlets like Rolling Stone and Billboard.
Helped bridge the gap between passive viewing and active fandom, making it one of Vevo’s highest-return informational series from a cost-per-engagement perspective.
