In support of the Billboard Music Awards on ABC, I developed a marketing partnership with Sony Entertainment Network to create a branded channel for the show on their digital music service, Music Unlimited.

Featured songs that were offered to the service’s 1MM+ active users globally were from artists associated with BBMA. The channel received significant promotion on Music Unlimited’s homepage and on Sony’s sites, blogs and social media outlets. 



As part of Magnum’s show sponsorship, Billboard secured Justin Bieber, Usher, Nelly Furtado, Jordin Sparks and Natasha Bedingfield to talk about their “pleasures” at work, play and giving back.  “Pleasure” being the pinnacle of Magnum Ice Cream’s branding. 


At the end of each video interview was a custom graphic promoting tune-in to the Billboard Music Awards on ABC. Each interview lived on billboard.com and magnumicecream.com. 

I spearheaded all messaging guidelines, creative asset development & placement, as well as, all network legal clearances of this partnership.