Q: We use the words ‘world building’ frequently in design. What is your definition of world building?
A: My work within music really is all about world building. Specific to the industry, world building is defining all the tangible information you could or should run into. There are pillars of a musical campaign you can refer to as these tent poles: merchandise, album packaging, music videos, social media presence, live shows, styling and more. I have to imagine how all of these things can exist in one room together. This is the space and the world you operate in, and you have to ensure everything joins seamlessly. Every facet of the campaign has to be made to connect so there is continuous creativity that creates a specific feeling, making the campaign feel like a singular narrative. At its core, world building is creating a set of connected and all-encompassing creative exercises for an artist’s campaign.
Q: Within the entertainment industry, how are you building a world for the diverse audiences who interact with an artist?
A: Music, at its core, is a global unifier. I’ve been fortunate to work with a lot of artists who speak to social inequality, empowering diversity and championing humanity, in many ways. It’s really about expanding someone’s story enough so other people can enter it, connect with and learn or feel inspired by these messages and stories. In the end, if the world is built to be accessible through genuine emotion and core human qualities, it should be accessible to all.
Q: I’ve heard you speak about the value of the entry and exit of performance venues. What do you find so powerful about the entry and exit of a venue for entertainers and fans?
A: I think that the entry and exit is something that’s not done very well. It feels like there are so many missed opportunities to create drama and anticipation and create a preface to what it is you’re going into.
Think about the experience at the end of a concert or show. The show ends, the house lights come on and we are just thrust back into the world. I like to think about how to take us out of this world softly as well — to be gentle with us when we want to retain impactful and moving experiences.
The entry and exit of a venue are the entry and exit point of the ‘universe.’ This is the creative touch point in which to either educate and ‘place’ a community member or to actively build tension or drama. It is a really interesting opportunity that is typically approached very clinically, but imagine if it were approached creatively.
