REDESIGNING THE BLUEPRINT FOR SONY MUSIC INTERNATIONAL FAN EVENTS

BEYONCÉ - COWBOY CARTER CLUB COWBOY

When it came to releasing Beyoncé’s COWBOY CARTER, we knew we needed to make a global release feel local without artist involvement. One of the ways we achieved this was with Club Cowboy, an exclusive album release party hosted in 15 countries around the world. This included:

• Creating a new announce mechanism + workflow for announcing fan events that has since been used across all Sony Music International Events.

  • Designing a CRM form + copying the form to markets so they can localize with their T&Cs

  • Onboarding + training any markets that were not previously using Sony Music’s CRM tool

  • Approving all CRM forms, ensuring they follow approved artist template

• Designed announced graphics and assets including personalized drink menu, event invite, and promotional graphics

• Ensured markets followed the approved style guide + approved marketing materials for their events, providing real-time approvals and feedback

CRM Results:

• Over 90k visits across all CRM Forms

• 20% increase in Beyoncé 1PD

• 50% increase in ex-US Beyoncé 1PD