Google Play Music Live at Milk Jam Room
Building a Stage for the Next Generation of Music and Culture
overview
Google Play Music tapped us to create a year-long Jam Room event series featuring live shows from top artists like A$AP Mob. Alongside the concerts, we produced photo shoots and music videos, and mastered exclusive live EPs from the sessions to give fans deeper access across the platform.
Say: Campaigns & Media
Photo, Video & Motion
Content Production
Influencer & Partnerships
Creative Strategy
Do: Products & Experiences
Pop Ups & Collabs
Events & Experiential
Packaging & Product Design
Cultural Programming
Challenge
Google Play wanted to break through the noise of branded music content with something real. But how do we create an experience artists actually want to be part of and fans actually want to share?
Solution
We tapped into our own IP to build something special. From live shows and editorial docs to exclusive Google Play EPs, we built a full-funnel experience that put the artist’s story front and center: streamed, shared, and celebrated across platforms.
Every Jam Room session became a launchpad. We handled the full pipeline: talent curation, creative direction, content capture, and cross-channel strategy. The experience was completed with live-recorded EPs, editorial storytelling, social content, and visual assets made for scale. Built on Milk’s legacy of cultural credibility, the Jam Room bridged the gap between artistry and audience, offering Google Play Music a rare chance to show up as a collaborator, not just a sponsor.
outcome
live performances produced with top artists including DRAM, A$AP Mob, and Empress Of
exclusive content platform built, bridging artistry and audience
on the Billboard charts with exclusive Live at Milk Jam Room EPs
earned media impressions across Billboard, The FADER, Complex, and XXL
