VYPE

Role
Creative Director

Challenge
Stay culturally relevant during lockdown, when production, events and music discovery had effectively stopped.

Response/Idea

If the industry can’t discover talent, let the audience do it.
I created a talent search for the lockdown generation a way to discover new artists when the industry couldn’t. Driven through social and anchored by The Fratellis, the platform gave emerging talent visibility, mentorship and a real opportunity to break through.

Outcome
130% increase in awareness, strong social traction, and a real artist discovered, mentored and signed to record an album.