Up Next has become the biggest program for showcasing emerging music talent. The monthly program is aimed at identifying, showcasing and elevating rising star talent on a global scale. Each artist gets a docu style film, interview, and curates their own playlist that all feature across Apple Music channels.
Working closely with the Apple content teams and external partners, I helped rebrand the program and reimagine how artists can tell their unique stories. After an audit of internal processes, it was clear the program needed to change so we could spend more time with artists upfront to better understand how they wanted their stories brought to life. We outlined a new approach and content process that gave creativity the space it needs to breathe and come to life.