Bob Marley
Bob Marley
Bob Marley
For four years, I led the content marketing efforts for the Bob Marley catalog at Universal Music Group. During this time, I developed a 10-part documentary series that launched on Bob Marley’s 75th birthday. This multi-platform campaign, powered by our team's original content, became UMG's best-performing catalog campaign of all time, driving an 18% year-over-year increase in Bob Marley's streaming growth.
For four years, I led the content marketing efforts for the Bob Marley catalog at Universal Music Group. During this time, I developed a 10-part documentary series that launched on Bob Marley’s 75th birthday. This multi-platform campaign, powered by our team's original content, became UMG's best-performing catalog campaign of all time, driving an 18% year-over-year increase in Bob Marley's streaming growth.
For four years, I led the content marketing efforts for the Bob Marley catalog at Universal Music Group. During this time, I developed a 10-part documentary series that launched on Bob Marley’s 75th birthday. This multi-platform campaign, powered by our team's original content, became UMG's best-performing catalog campaign of all time, driving an 18% year-over-year increase in Bob Marley's streaming growth.

Process

As Bob Marley’s 75th birthday approached, and with no new music releases to market, I pitched the idea of a campaign centered on Bob’s enduring influence on today’s culture, nearly 40 years after his passing. His songs and lyrics continue to provide hope, comfort, and inspiration across generations worldwide. By sharing these stories, we could create meaningful opportunities to expand the reach of his music to new audiences.

The "Marley 75" campaign was content-first and crafted for unique markets built from his audience data. It was driven by the Webby award-winning docuseries LEGACY, along with eight original music videos, remastered and unseen live content, and countless original audio/visual content pieces.

Following Marley 75, I continued my work with the Bob Marley catalog, producing additional music videos, wining another Webby Award and creating various content pieces, including the development of a podcast series.

Services

Content Development

Post-Production

Storytelling

Branding

All Works