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. 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.
Billed at launch as the first interactive concert tour powered by a social network, VOYR’s debut drew coverage from Rolling Stone, Billboard and BusinessWire, with additional pickup from Adweek, Ad Age and ongoing episode coverage on Hypebeast into 2012. The tour it launched on went on to gross $75.4 million across 57 shows, standing as the highest-grossing hip-hop tour on record until 2016.
CD Art: Husani Barnwell · CD Copywriter: Jason Lambert · CCO: Michael Jacobs · ACD Art: Arnaud Giroux