When I joined Tree Sound Studios as Creative Director, music producer Groove Chambers, who was leading the studio at the time, had a vision for building a media platform that could leverage something most music publications didn’t have: direct access to high-profile artists, producers, and industry professionals.
Rather than chasing artists for interviews and stories, we were surrounded by them every day. This created an opportunity to produce exclusive interviews, behind-the-scenes footage, original content, and artist features directly from the studio.
I was brought in to help turn Groove’s vision into a fully realized brand. I led the development of the brand identity and logo, established the visual direction and creative language, and helped assemble a multidisciplinary team of graphic designers, photographers, videographers, and multimedia designers. I also worked closely with three talented film directors to shape the overall creative direction and bring the platform to life across digital, video, and branded content.
Together, we transformed the concept from a logo on paper into a competitive hip-hop and entertainment media platform. The brand grew to include major magazine partnerships, cross-brand collaborations and sponsorships, and a recurring segment on MTV2, expanding Tree Sound Studios beyond a recording studio into a recognizable multimedia presence within hip-hop culture.
Role:
Creative Director & Editor
Contributors:
Groove Chambers (Owner)
Lawrence O’Conner (Film Director & Editor)
Justin Johnson (Film Director & Editor)
Tristan McClain (Film Director & Editor)