Client: Live Nation · Role: Director of Media & Content Strategy
Credits: Producer, Interview, Editor, On-Site Capture, Content Rollout Plan
Project Overview
Capture fan-first content around Lady Gaga's Mayhem Ball that reflected conversations already igniting the fanbase with a twist, pairing street interviews with live performance coverage to create a unique content lane with Live Nation for tour coverage. Upon execution, these concepts excite the core of Little Monsters, but still remains accessible to the casual pop consumers familiar with her/or pop music.
Goal
Develop fan interview concepts that encouraged participation, debate, and discovery while capturing defining moments from the live show.
Approach
- Monitored fan conversation across X and Instagram to identify the strongest discussion points before doors opened, including new music, catalog debates, and anticipated surprise moments.
- Researched current fan discourse surrounding Gaga's catalog—including conversations around ‘Joanne,’ the rumored ‘The Dead Dance’ single, and fans' Holy Trinity albums—to build prompts that sparked genuine discussion.
- Designed “hot take” questions rooted in ongoing fan discourse, encouraging debate while introducing casual viewers to conversations already shaping the fan community.
- Mapped anticipated setlist moments before the show began, preparing to capture surprise songs, recurring visual motifs, and callbacks die-hard fans were already anticipating—including the return of the ‘Born This Way’ jacket in New York.
