JADE 'THAT'S SHOWBIZ BABY' Release Campaign

Client: RCA Records · Role: Director of Media & Content Strategy, Pop Base

Credits: Producer, Interview, Edit, On-Site Capture, Content Rollout Plan

Project Overview

To support the release of That's Showbiz Baby, I developed a week-long social content rollout designed to deepen engagement with JADE's existing fanbase while introducing her to the broader Pop Base audience through interviews, live performance coverage, and platform-native social content.

Challenge 1

Develop original video concepts for JADE's That's Showbiz Baby release, producing four videos that balanced JADE's unique position in pop music, appealing to her existing fanbase while driving artist discovery throughout launch week.

Approach

Tracked conversation surrounding That's Showbiz Baby, identifying the qualities fans connected with most: JADE as a student of pop music legends, her encyclopedic pop culture knowledge, fluency in stan humor and internet culture, and camp “showbiz” concept at the center of the album.
Created four video concepts that balanced fan service with artist discovery, giving longtime fans rewarding moments while introducing new audiences to the personality and influences behind the project.
Planned question prompts that encouraged natural conversation while surfacing stories, influences, and personality traits likely to resonate across both existing fans and broader music audiences.

Challenge 2

Capture live performance content that built excitement around the That's Showbiz Baby campaign ahead of the interview, rewarding existing fans while creating additional entry points for new audiences.

Approach

Tracked fan conversation throughout JADE's debut campaign to identify performance moments most likely to resonate with existing fans while introducing new audiences to her live persona.
Prioritized key set moments—including the "FUFN" chant, tour announcement, and crowd interactions—that extended the campaign narrative beyond the interview itself.
Adapted to a loud nightclub environment by identifying the strongest location for audio and quickly preparing lighting and equipment before JADE arrived, maximizing a five-minute filming window.
Captured platform-native performance footage designed to reward existing fans while creating discoverable moments for broader music audiences.

Result

2.5M+

views for the Pop Base franchise

JADE named Blackout, Chromatica, and Ray of Light as her holy trinity, teased a Britney Spears “SAD” remix on “Angel of My Dreams,” and drew reactions from fans of Gaga, Madonna, Liza Minnelli, Britney Spears, and Janet Jackson.