Artistic direction for a music discovery project

In 2024, I led the content creation and visual direction for a weekly music discovery project aimed at helping audiences find fresh sounds and emerging artists. The goal was simple yet ambitious: make discovering new music feel exciting, easy, and visually inspiring — week after week.

Music is deeply emotional — and we wanted the content to reflect that. My role was to ensure that every piece of content, from playlists to video clips, carried a distinct mood and aesthetic that resonated with the audience.

🎞️ Editing short-form videos for Instagram, highlighting new tracks and artists in an engaging, fast-paced format

🎨 Artistic direction for all visual covers, crafting a strong visual identity that made every playlist and post instantly recognizable

🎵 Curating playlists, selecting songs that flowed naturally together and offered listeners a fresh experience each week

The challenge was balancing creative consistency with the need to keep things dynamic — maintaining a recognizable "vibe" while introducing new sounds and ideas regularly.

Working across both video and graphic design, I developed a content strategy that combined:

A distinct visual identity: minimalistic, bold, and emotionally driven artwork for each playlist cover

Engaging video edits: short, rhythmic edits that matched the tempo and mood of the featured songs, optimized for Instagram’s visual culture

Narrative-driven curation: each playlist told a subtle story, whether through themes, emotions, or seasonal moods

This holistic approach turned what could have been a simple series of posts into a consistent, immersive experience for the community.