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, Tom Grennan,