2018 - 2020
Made w/ Youtube Music & Work of the People
Creative Strategy Direction
Global brand voice, creative and content strategy for Youtube Music social.
Inspired by YTM’s mission to “open the world of music” we developed a flexible creative territory to encourage exploration and celebrate the global impact of music in real time.
We began by defining our voice, using location coordinates to create a universal sense of place, and the CTA “Play Now” to express the urgency of discovery and audio/visual nature of Youtube Music.
This POV was then applied to an ongoing calendar of programming — introducing new voices through YTM’s Artist on the Rise program, surfacing playlists connected to cultural moments, weekly features of the most played music worldwide, and an editorial lens on iconic albums & videos for a new generation of fans.
Included here are some of my favorite moments.