Music Strategy
Over the past few years, I've collaborated with pop/alt LA-based singer-songwriter Lorelei Marcell on creative strategy and brand development. I designed EP cover artworks, created Spotify Canvas videography, and provided art direction to establish a cohesive visual identity that amplifies her music storytelling and distinct presence in the music industry.
Service
Social Media, Photo & Video, Design Branding
Client
Lorelei Marcell
Year
2023-2025
Spotify Canvas
I co-directed visual content strategy, shot BTS, and assisted on-site production for H3nry Thr!ll and Lorelei Marcell's "CYNICAL". The end product resulted in an immersive Spotify Canvas experience that enhances the song's narrative through carefully curated candid footage and photography compiled into a dynamic visual montage for Spotify.
Objective: Establish a cohesive visual brand identity and strategic creative direction that elevates Lorelei Marcell from emerging artist to distinctive voice in the competitive music landscape.
My footage plays while the song plays on Spotify^^
Audience: Music streaming audiences, especially those drawn to emotionally resonant dark pop/alternative music, and industry professionals evaluating emerging talent for playlists and partnerships
Problem/Tension: Emerging artists are in an oversaturated market where talent alone isn't enough - so without strategic visual storytelling and cohesive brand identity, even great music gets lost in the noise of thousands of daily releases.
Insight: Authentic artistic vision needs strategic creative direction to translate into compelling visual narratives through digital assets like photos, videos, and social presence-- audiences connect with artists who have a consistent aesthetic story that enhances their musical message.
Solution: Develop an integrated creative strategy that spans album artwork, digital marketing assets, and platform-specific content, translating Lorelei's musical themes (such as "endless space" and "lost love") into cohesive visual storytelling. This approach draws inspiration from established artists while maintaining Lorelei's unique style.
My Photography:
Cover Designs
"Love Me Back" (Maybe Next Year) EP
Designed custom EP cover for artist Lorelei Marcell's 'Love Me Back, (Maybe Next Year) [Stripped with Strings]' featuring Pan Dö Baré, 2023.
Original hitting over 1 million streams on Spotify.
"Middleground" EP Album
Assisted in EP cover visual concept development for Lorelei Marcell's EP single, "Middleground" (2024).
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Artist described song as "endless space between empty void and feeling of falling"
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Created falling hands motif to symbolize lost love and loss of control
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Drew inspiration from Matisse's "The Dance" and Lennon Stella's "Three. Two. One." album for movement and color palette
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Guided brainstorming sessions to make sure final concept authentically represented artist's vision.
Inspo I drew from
Website Design
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