VEVO
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DSCVR
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VEVO | DSCVR |
At Vevo, I conceptualized and launched DSCVR, a flagship original content series spotlighting emerging artists poised to become the next global superstars. This initiative was designed to provide a high-quality platform for new talent, offering them a stage to showcase their artistry through bespoke live performances.
I was responsible for the end-to-end development of DSCVR, 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 artist's reach.
The series has featured a diverse array of artists such as FLO, GloRilla, Ice Spice, and Paris Paloma, providing them with critical exposure and helping to propel their careers forward. Each performance was meticulously produced to reflect the unique identity of the artist, ensuring authenticity and resonance with audiences.
DSCVR has become a cornerstone of Vevo's commitment to artist development, with its Artists to Watch program receiving over 600 submissions annually. The series has been instrumental in identifying and supporting talent that goes on to achieve mainstream success, reinforcing Vevo's position as a key player in the music industry's talent discovery ecosystem.
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Developed the series from the ground up, including format naming, content architecture, and brand positioning, as Vevo’s premier discovery platform.
Helped incubate breakout talent including Ice Spice, FLO, GloRilla, and Paris Paloma, many of whom went on to mainstream chart success.
The annual DSCVR Artists to Watch campaign now receives over 600 submissions per year, becoming a key pipeline for artist exposure and industry engagement.
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Oversaw every stage of execution: visual concepting, production design, content strategy, and go-to-market planning.
Developed creative toolkits, social assets, and marketing extensions that boosted campaign discoverability and shareability across platforms.
Helped increase viewership and engagement across Vevo’s owned channels by producing visually distinct, high-conversion performance content tailored to digital-native audiences.
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DSCVR became a trusted launchpad for labels and artist teams looking to shape the narrative of their newest signings, contributing to Vevo's B2B relationships and brand equity.
The format's consistency and scale allowed Vevo to play a central role in early-career storytelling, positioning it as a tastemaker and ally in an artist’s journey from discovery to stardom.
Strategically aligned with Vevo’s global expansion efforts and CTV growth by providing high-quality, evergreen content optimized for premium viewing environments.
