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YouTube Artist Breakthrough Moments: Experiential & Event

My Role
Creative Lead

Art Direction

Trend Creation
Experiential & Event Design

PR
Variety, TIME, Billboard, ABC news, and 125+ global press stories




Project Overview

At YouTube, I led YouTube's A-tier music partnership [Artist Breakthrough Moments] that transformed music marketing's landscape, working closely with Warner Music, Universal Music, and BitHit Entertainment.
I conceptualized, pitched, and produced experiential event ideas to encourage people to create Shorts.




1. Billie Eilish


To promote Billie’s new song ‘Lunch’, I pitched mirror selfie trend and mirror Shorts booth so fans can emulate what Billie Eilish does at her Listening Party for 45,000+ fans at Barclays center in Brooklyn.
1-a.
Shorts Trend:
Double Billie’s Lunch in the Mirror


We use this mirror-flirt concept video as the guide for Billie.

Billie’s Trend Short 1
(125M view)

Billie’s Trend Short 2
(99M view)




1-b.
On-event Activation:
Billie’s Mirror Room
We brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn.




 

And 88.4K Gen Z Shorts users joined in.





2. Dua Lipa


To promote Dua Lipa’s new Track ‘Houdini’, I pitched a trend idea that you disappear and reappear in magical space, and created the whole booth design at Dua’s album launch party at Houdini Mansion in LA.
2-a.
Shorts Trend:
Disappear and reappear


Dua’s Short 1 (90M view)

Dua’s Short 2 (57M view)




2-b.
On-event Activation:
Dua’s Houdini Event












3. NewJeans


NewJeans -To promote NewJeans’ new track ‘SuperShy’, I came up with an idea that YouTube hide the band’s symbol all around the world (New York, LA, Seoul, Tokyo, London, etc) and let fans find them.
Awards
Clio Music
1x Silver 2023
Case Study








4. BTS

We used BTS’s symbol as a crash landing form to give fans to share their story at their rendezvous point. We drove mystery among fans and it won 2x Webby Awards in Fan Engagement category.

Case Study