MUSIC FOR

THE MOVEMENT: 

Music For The Movement is a franchise I created to expand the Disney Music Group brand with Black audiences—an under-engaged yet essential consumer segment for the company’s long-term growth.

Originally launched in response to the cultural reckoning of 2020, the project evolved into a cross-platform initiative spanning original recordings, nationally televised performances, and narrative-driven visual content.

ROLE

  • Conceived and built Music For The Movement as a scalable franchise to grow brand relevance, trust, and long-term engagement with Black audiences.

  • Executive produced nationally visible, culture-shaping performances, including Chlöe Bailey (“Feeling Good,” ABC) and Tobe Nwigwe (“Wake Up Everybody,” Biden–Harris Inauguration).

  • Led creative direction and music curation across four volumes of original content with emerging and established Black artists.

  • Directed cross-functional teams across Disney Music Group, ABC, and ESPN, spanning music, production, design, and publicity.

  • Managed rollout strategy across broadcast, streaming, DSPs, and digital to maximize cultural alignment and reach.

IMPACT

100M+ Total Impressions

National Broadcast

Elevated the franchise through high-impact moments on major network television. Chloe Bailey’s performances on ABC’s Good Morning America and Soul of a Nation brought Music For The Movement into millions of households during primetime, positioning the project as a national conversation piece and anchoring it within Disney’s broader broadcast footprint.

66M+ Total Music Streams

Cultural Relevance

Grounded the franchise in community-centered actions that extended beyond music. Partnered with Black-owned businesses like Hilltop Coffee, commissioned Black graphic artists for all cover art, launched a scholarship fund for HBCU students, and awarded business grants in collaboration with the NBA. These initiatives deepened cultural trust and positioned the project as a living expression of brand values—not just messaging.

75M+ Total Engagements

Media Extensions

Expanded the franchise into new cultural and narrative spaces through Hulu’s Starkeisha short film, ESPN’s A Room of Our Own special, and Tobe Nwigwe’s performance for the White House’s digital Inauguration program. These formats extended the music into story, dialogue, and civic memory—reinforcing the franchise as both cultural product and storytelling vehicle.

Cross-Platform Distribution

Designed and executed a coordinated rollout across ABC, ESPN, Hulu, Disney+, YouTube, Spotify, and Apple Music—activating each platform according to its audience behavior and role in the content journey. This omnichannel approach maximized discoverability, sustained engagement, and reinforced the franchise’s presence across Disney’s full media stack.

Brand Strategy Win

Addressed a critical gap in Disney Music Group’s engagement with Black audiences—an underrepresented yet essential consumer segment. Positioned the franchise not as a moment, but a model: a scalable, equity-driven IP that led to the creation of Vanta Music, the company’s first urban label imprint—solidifying both the project's success and Disney’s long-term investment in Black music and culture.

Recognition

Nominated for an NAACP Image Award for Producer of the Year—an honor that acknowledged both the cultural vision and creative leadership behind the project.