MelodyVR Immersive Reel
Role - SVP Creative, Content & Editorial
Overview -
At MelodyVR, I helped transform the platform from a VOD concert-capture service into a richer, more ambitious content proposition, building a calendar of activity around immersive storytelling, opening an access window into artist worlds, performance, live streaming, partnerships and culturally relevant activations.
The creative ambition was to build a true playground of immersive experiences that heightened the connection between artists and fans. Through original formats, intimate access, world-building and epic performance, the work was designed to create a real feeling of presence — as if the artist had reached out and pulled you directly into their story, their stage or their world.
The Platform -
Working closely with product, and my createm production and talent teams, I helped shape both the content roadmap and the platform experience, driving artist outreach, playlist strategy, cultural activations and new format development. This included initiatives such as New Artist Month, a more dynamic release and playlist strategy, and a broader mix of storytelling, live moments and discovery-led content designed to keep the platform culturally relevant and consistently active.
When the pandemic hit, I rewrote the content roadmap and pivoted the strategy towards COVID-safe production initiatives that would allow artists to reconnect with fans. This included the launch of a high-spec performance studio in LA, the creation of Wireless Connect with Live Nation as a digital-first VR festival, and a series of ticketed live streams from Brixton Academy.
Impact -
App downloads increased by 200%+
Average watch time per session reached 28 minutes
Platform recognition included App of the Day Apple and Google one of the App’s of the year 2020
Experiences such as Nelly generated 5 million UV’s
Pioneered the world first 4K, 360° VR multi-cam live broadcast at Wireless Festival culturally relevant - Live from LA & Brixton Academy featuring John Legend, Kesha, Cypress Hill, Burner Boy, Fontains DC, and Tom Grennan