BeatStars Draft Class: Season One

Challenge
BeatStars, Boom.Records, and Voloco set out to launch a music competition that would spotlight independent artists worldwide. The goal was to build a contest that felt more like a record label search and global movement than a one-off campaign.

Answer
Draft Class Season One brought in over 4,000 submissions and introduced winners My Friend Shawn and akalibe. With Grammy-nominated producer Kato On The Track as lead judge and A&R, the campaign blended livestreams, artist spotlights, and A&R feedback on Discord into a content-rich journey that engaged creators and fans alike.

Consumer Journey
I mapped the lifecycle from submissions to winners:

• In-app, push, and email comms building momentum in the final weeks

• Submission spotlights and weekly content celebrating entries

• Live listening sessions and A&R feedback with Kato on Discord

• Four days of YouTube Lives with reviews, reactions, and finalist reveals

• Winner announcements amplified with playlists, listening events, and artist promotion kits

My Role
I was lifecycle strategist, leading comms across in-app, push, and email. I partnered with design lead Scott Middler, our social agency, and the music team to give artists content guidelines that helped them promote entries while staying true to their aesthetic. The campaign amplified independent voices, sparked global buzz, and positioned Draft Class as a platform for talent discovery.