Warner
Music Group
March 2024
Los Angeles, CA
Warner Music Group (WMG) is the third-largest entertainment and recording label in the global music industry.
To commemorate the deluxe album release of Evoluxión by their artist, DannyLux, I produced a skateboard competition in Los Angeles.
From event strategy and activation design to onsite branding fabrication and installation, I identified, managed, and led the 20+ production crew of designers, fabricators, and sound engineers to execute this experience. Held in person at Paul Rodriguez’s Primitive Skate Park, it was also streamed via Twitch livestream.
Under my direction, all aspects of the experience were managed, including the design and production of branded merchandise and prizes for competition winners and general attendees.
Upon public release of reservations for this experience, over 925 people RSVP'd. Approximately 300 attendees were selected to witness 50+ skaters from Southern California compete in the Skate Jam and Best Trick sections for $3,500 in cash prizes.
The live stream, which was cast on Twitch to BarcaGamer’s 2.5 million followers and via Amazon Music, garnered 53K unique viewers, most of whom tuned in from LATAM. Overall, the experience amplified the release of Evoluxión, which peaked the day it was released at #12 on the charts.
Executive Creative Director: Jena Dominique
Creative Director: Selena Davant
Creative Producer & Fabricator: Mel Ver
Graphic Designer: Christian Benjamin
Creative Assistant: Courtnee Owens
Production Assistant: Tyler Washington
Photographer: Kenny Leslie
Videographer: Anwar Cedeño
Streaming Partner: Agencia Inusual
