Artist portraits from my days at TIDAL
In-between moments on set
My work as a creative director originated in the fin-tech space. I had accumulated a decade of exposure to brand, product, and customer storytelling related to indie and enterprise sized businesses when, in 2021, Square, where I worked as part of an in-house creative team, acquired the music streaming platform TIDAL.
Motivated by the idea of steeping myself in something new, I moved over to TIDAL and eventually led the in-house creative team there. During my three years with the brand, I found myself incredibly fascinated by an entirely new set of challenges: a different product, a different customer, and an entirely different industry than what I’d known.
One of the major changes to TIDAL after it became part of Block (Square’s parent brand) was that the company began developing tools for artists — to help them distribute their music, manage rights and royalties, and get closer to fans. All of this meant that much of the creative work we did involved artists; interviewing, photographing, and platforming them to support new product launches and brand storytelling. I was moved by the wisdom and grit that these people who were choosing to live their lives as artists exhibited. Especially in the face of a rapidly changing technological and cultural landscape, and an industry that has a reputation for being filled with sharp corners. Here are a few behind-the-scenes artist portraits I captured while on set:
