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YouTube: Artist Breakthrough Moment
(BTS & NewJeans) 



My Role
Creative Lead
Art Direction

Award
The Webby Awards 2023
1x Winner
-Social Best Community Engagement 

1x People's Voice Winner
-Best Community Engagement

Clio Music 2023
1x Silver
1x Bronze

Press
270+ global press coverage
Billboard, Variety, CNN, ABC, NME, The Rolling Stone, etc





Artist BTM 1:
#MyBTStory

I'm specifically proud of this campaign because the success of this first [Artist Breakthrough Moment] initiative allowed YouTube Shorts to win more exclusive partnerships in the next few years with Taylor Swift, Billie Eilish, Sabrina Carpenter, Dua Lipa, Blackpink, to name a few.



Case Study

Results
-1+ Billion Music Video Views
-440k+ Shorts Creation
-6.7 Billion Impressions in 47 markets







Artist BTM 2:
NewJeans - Shy Bunny Hunt



Case Study

Results
-1.2B Music Video Views
-33.4M Views
-800k+ Shorts Creation
-2.5M+ Increased Channel Sub
-240k+ Earned Mentions
-The album scored the No.1 album on Billboard chart