VOYR Entertainment Platform

Entertainment Platform: Creative Direction, Product, Content, Brand Partnerships

Developed as “the ultimate backstage pass,” VOYR went beyond tabloids and entertainment news, granting subscribers exclusive content and behind-the-scenes access to their favorite icons. A subscription platform built on artist-fan intimacy, before the creator economy had a name. I served as creative director on the platform.

VOYR made its beta debut on one of the most anticipated events of the year: Kanye West and Jay-Z’s precedent-setting Watch The Throne tour, which went on to gross more than $75 million as the highest-grossing hip-hop tour of its time.

Alongside the ongoing virtual VIP access, a partnership with Jeep powered the Journey To The Crown sweepstakes, giving superfans a once-in-a-lifetime shot at going on the road with the tour.

VOYR Case Study

Episode 1: Kanye West & Jay-Z (Behind The Scenes)

The Story Behind Kanye's Givenchy Kilt

Press Coverage

Rolling Stone logo, linking to Rolling Stone's coverage of VOYR on the Watch The Throne tour
Business Wire logo, linking to the BusinessWire announcement of the VOYR launch
Billboard logo, linking to Billboard's coverage of the Watch The Throne VOYR videos

The launch drew coverage from Rolling Stone, Billboard and BusinessWire, with additional coverage in Adweek.

In Brief

VOYR was an early subscription entertainment platform delivering exclusive behind-the-scenes access to major artists, launched in beta on Kanye West and Jay-Z’s Watch The Throne tour with a Jeep-powered superfan sweepstakes. Husani Barnwell served as creative director on the platform, whose launch was covered by Rolling Stone, Billboard, BusinessWire and Adweek.