Live Nation TV
Platform Launch

Company: VICE Media
Role: Senior Creative Director

At VICE Media, I worked with a talented and passionate team to launch Live Nation TV. We built a multi-platform channel for editorial and documentary content featuring top touring artists, concert live-streams, and daily music news, all developed and produced by our in-house team.

Although LNTV was ultimately shut down, we accomplished an enormous feat in under two years. We covered all the major festivals, tours, and live events, getting camera crews behind the scenes and on the road with artists around the world.

As my role grew, I came to lead creative, content, and marketing, as well as creative for partners and advertisers. Collected here is the creative output of many people, including our staff and freelance contributors. This was a very special inflection point in music history when the experience economy afforded us the opportunity to capture so many ephemeral moments. The process of creating this work was extremely challenging for everyone involved, but we also made good friends and learned a lot about scaling a publishing operation from the ground up.

Encore:
A Never-Ending Story

Among many brand partnerships, our collaboration with Hard Rock was by far the most enjoyable. We developed a wild campaign to highlight Hard Rock's legacy of music culture and influence for a new generation of fans, and they let us make it.

We conceived a campaign platform co-presented by LNTV and Hard Rock with documentary content, editorial, and a special concert, all dedicated to the love of "never-ending music."

Our documentary film recounts the stories behind some of the most legendary live encore performances. We were fortunate enough to interview Duran Duran, Dolly Parton, Mac DeMarco, Tegan & Sara, Anderson .Paak, Ben Folds, and Michael Stipe. We also captured some wonderfully bizarre bonus content along the way with our two anchor artists, Andrew W.K. and Har Mar Superstar.

The encore to the documentary release was a one-of-a-kind live concert at the Hard Rock Café on Hollywood Boulevard, where we invited fans of Grouplove to an intimate set of encore songs.

We designed and built a custom circular stage and lighting that allowed 450 fans to surround the band and get closer to the music. The event was an overwhelming success and generated positive press coverage and social engagement for the larger campaign. The photos below by Pooneh Ghana capture the energy perfectly.