For its first-ever event in Atlanta, YouTube Space took over the iconic Treesound Studios for two intense days, featuring 21 artists on stage. Each artist was given a custom lighting setup, designed to create a unique video of their performance—all captured within a 48-hour window. This “ready-to-go” production environment provided YouTube creators and recording artists with access to top-tier production tools and expert support, making it an ideal space for YouTube’s hottest hip-hop artists to create.

My role in the project involved developing the initial art direction and concept, shaping everything from lighting to the overall environmental look and feel of the space. With the challenge of producing 21 distinct music videos in just two days, we designed modular, light-based sets that utilized cutting-edge remote LED technology. This innovative lighting system allowed us to sync and program setups in real time, creating dynamic, artist-specific visuals for each performance.

The result was a series of 21 unique music videos, accompanied by a behind-the-scenes sizzle reel that showcased the process and promoted the concept. Additionally, we produced five high-impact interviews featuring prominent hip-hop artists, including Big Boi and David Banner.

I led the creative development and art direction for the interview room, known as 'The Shade Room,' designing the set and overall aesthetic to complement the artists’ energy. Working closely with a talented team, I ensured that all creative assets and deliverables were executed seamlessly, bringing this rapid-fire production to life with precision and impact.

Working with a team of creatives we were inspired by how lighting can be quickly manipulated on set to create uniquely dynamic stages for each artist that is customizable, unique and dramatic. We worked with each artist to develop the a set that brought their vision to fruition that we built on-site day off of production.

Inspired by 90s basements with refinery we developed a set were our artists could appropriately throw shade on the artist’s performance whilst being in their parent’s elevated basement.