Ari Lennox "age/sex/location" Listening Celebration Presented by Amazon Music
Deliverables:
- Creative Direction
- Experiential Design
- Sponsorship Alignment
- Event Production
- Event Recap Media
Brought in as the contracted Creative Director and Event Producer for Amazon Music, I led the concept and execution of an intimate, high-impact listening event for Ari Lennox’s latest release. From vision to rollout, my focus was on building a space that felt deeply aligned with Ari’s sound—warm, soulful, and rooted in feeling.
Objectives
- Build a World Around the Music: Create an immersive environment that mirrored Ari’s sound—warm, soulful, and layered with emotion.
- Deepen Connection: Design a space where fans, press, and key guests could experience the music in a way that felt personal and meaningful.
- Drive Momentum: Use the event as a cultural moment to generate real buzz and media coverage around the album release.
Approach
Concept Development
Worked closely with Ari and her team to fully understand the tone, emotion, and visual language of the album. From there, built a concept that brought that world to life—sensory, intimate, and artist-first.
Venue + Experience Design
Chose a venue that felt like an extension of the album’s mood—intimate but with enough room for activation. Designed the space with intentionality:
- Projection visuals pulled from the album artwork
- Food and drinks named after tracks
- Signage and lighting that subtly echoed the themes and color palette
Programming
Shaped the flow of the night to feel natural and thoughtful.
- A live listening session that prioritized sound quality and mood
- A podcast-style Q&A with Ari, giving fans direct insight into the creative process
- Photo moments and light installations for guest interaction—elevated, not gimmicky
Marketing + Promotion
Built custom invites and press materials that felt true to Ari’s brand. Leveraged both Amazon Music’s channels and Ari’s fanbase to build anticipation and drive attendance from the right crowd—press, influencers, tastemakers, and loyal fans.
Production + Logistics
Oversaw the full buildout and run-of-show—from vendor management to flow and pacing. Made sure every detail, down to the lighting shifts and transitions, served the overall vibe of the night.
Post-Event Rollout
Captured content across photo and video to extend the impact. Delivered recaps that kept the conversation going across socials and press platforms. Gathered feedback from both the Amazon and Dreamville teams to refine and elevate for the future.
Results
- High Engagement: The energy in the room was real—guests connected deeply with the experience, and the feedback reflected that.
- Press Buzz: The event landed coverage in key outlets, adding momentum to the album’s rollout.
- Creative Alignment: Both Ari and Amazon Music praised the direction and execution, calling it one of the most thoughtful and on-brand events they’d been part of.
- Album Visibility: The experience played a real role in building anticipation and attention in the lead-up to the drop.
