Designing what the band felt like before you heard it.
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Creating distinct covers to represent the same artist.
Art Direction
Building something that looked bigger than two people.
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Turning one song into a full campaign.
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hometownandyoung
Treating every release like a product launch.
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Landing editorial placement with no label.
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Building the experience started with making the music itself.
Creative Production
CreateWritten, produced, mixed, mastered
PackageOne identity across every release
LaunchEvery release a full campaign
GrowReached millions of listeners around the world
The first system I ever built, before I knew what it was.
Hometown & Young was an independent music project built from the ground up. Erik and I wrote and performed the songs, while I led production and everything surrounding each release across identity, artwork, web, campaigns, distribution, and growth.
With no label or outside team, I was constantly designing, shipping, measuring, and improving how people discovered and experienced the project. What started in high school grew into a global audience with more than 13 million streams, and became my earliest experience building products and systems end to end.
Design and Build:
Victor Cassizzi
Role:
Brand, Art Direction, Web, Production, Mixing, Marketing, Growth
Surfaces:
Brand, Web, Streaming, Social, Merch, Email
Timeline:
2019 – 2023