CASE: Music and virtual A&R to promote in-game content.

MISSION: To strengthen Star Stable’s in-game content and marketing efforts through a variety of kick-ass virtual artists and bands.

As the Creative Lead on this project, my main responsibility is to build an in-house record label that bonds in-game characters to a music project that lives inside and outside of the game. These virtual bands and artists have to be, to some degree, connected to the game’s storytelling and development; acting as a supporting emotional connector to help brand building and cross-promotion on a marketing level.

So far, we have been able to establish 8 musical artists|bands and more than 20 score albums. These projects have generated more than 10M streams and 40,000 monthly listeners on Spotify; playlists with thousands of daily listeners and followers; and a strong bond between players and their in-game experience. Music and virtual A&R development has proven to be a successful tool not only on a marketing level, but on a storytelling level as well.