VEVO
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LIVE PRODUCTION
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VEVO | LIVE PRODUCTION |
As part of my broader creative leadership at Vevo, I led the strategy, execution, and delivery of Vevo’s live production slate, including formats such as Vevo Presents, Vevo X, and Vevo LIFT Live. These live event series were designed to create unforgettable, artist-led experiences that captured the energy of performance while delivering high-quality, broadcast-ready content for global audiences.
Across these projects, I was responsible for the complete production lifecycle, from concept development and production design to artist advance, on-site creative direction, and multi-camera capture. I oversaw creative execution both on and off stage, leading the visual and experiential strategy, directing talent and crew, and shaping how each performance was brought to life in the room and onscreen.
These productions took place in a wide variety of venues, from intimate warehouse spaces to large-scale festival stages, and featured artists at key moments in their career journeys. Whether it was launching a debut album or celebrating a chart-topping milestone, each live show was crafted to reflect the unique aesthetic and story of the artist.
Post-production was just as critical. I led the packaging of each performance into multi-platform video content, ensuring seamless delivery across YouTube, CTV, social channels, and Vevo’s broadcast partners. I also oversaw the rollout strategy, including editorial framing, promotional assets, and digital amplification, to maximize audience reach and long-tail impact.
These live formats not only showcased Vevo’s capabilities as a premium music video network, they also strengthened relationships with artists, labels, and partners by delivering high-impact creative that lived far beyond the stage.
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Led creative direction, production design, artist advance, and on-site execution for flagship formats including Vevo Presents, Vevo X, and Vevo LIFT Live.
Oversaw multi-camera productions with custom-built stage environments and lighting design tailored to each artist’s aesthetic and release strategy.
Managed all post-production and rollout efforts, resulting in multi-platform campaigns that often delivered 8–12x higher engagement than standard content drops.
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Produced live sessions for artists including Sam Smith, Jorja Smith, Kali Uchis, and H.E.R., generating millions of views per campaign on YouTube and CTV.
Integrated live performance content into larger release campaigns, increasing time-on-channel and subscriber retention.
Campaigns such as Vevo Presents: Olivia Rodrigo and Vevo X: Billie Eilish delivered view completion rates up to 30% above benchmark for Vevo Originals.
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Developed scalable live formats that became go-to platforms for campaign launches and milestone celebrations.
Provided a controlled, artist-friendly environment that enabled creative trust and repeat collaborations, especially with top-tier management and label partners.
Positioned Vevo as a creative ally, not just a distributor, resulting in expanded access to early-stage talent and enhanced leverage with release schedules.
