Tension
Strategy
Idea
Live Nation needed more than standard business terms to convince artists to sign tour partnership deals. We required a compelling content sweetener that would make our packages irresistible compared to competitors.
Transform fan curiosity about artist’s private lives into authentic, shareable content that enhances artist brands while strengthening our partnership value proposition.
Rider Reveal:
Artists sharing intimate stories behind their backstage requests, giving fans exclusive access to the "real" person behind the performance.
Artists sharing intimate stories behind their backstage requests, giving fans exclusive access to the "real" person behind the performance.
“Fans Crave real intimacy with artists, but most backstage content feels fake and manufactured- riders reveal authentic personality throuhg the most mundane choices”
-core audience insight that drove the creative strategy
THE RESULT
Rider Reveal Video with
Young The Giant
Format: Social/Digital
How We Brought It To Life
The magic was in the mundane. Instead of focusing on glamorous backstage moments, we zeroed in
on the ordinary items that revealed extraordinary personal stories.
My visual approach needed to feel authentic to the backstage environment—not polished or overly produced.
The title design mimicked actual festival signage you'd see on artist trailers, complete with that slightly weathered, utilitarian aesthetic that screams "insider access."
Visual Identity
Designed title treatment to resemble authentic festival trailer signage, making viewers feel like they're getting VIP backstage access.
Designed title treatment to resemble authentic festival trailer signage, making viewers feel like they're getting VIP backstage access.
Series Integration
Seamlessly aligned with Live Nation's existing 4-part artist package, maintaining brand consistency across all touchpoints.
Seamlessly aligned with Live Nation's existing 4-part artist package, maintaining brand consistency across all touchpoints.
Scalable System
Created flexible design framework that could adapt to different artists while maintaining series cohesion and authenticity.
Created flexible design framework that could adapt to different artists while maintaining series cohesion and authenticity.
Rider Reveal
Title Pages
My personal favorite cover option
Live Nation
Art Direction & Visual Strategy
Format
Social, Digital
Social, Digital