When Madison Square Garden’s marquee sponsor, Coca-Cola requested video content to reach music-lovers, I was tasked with producing a multi-year webisode series, which included writing treatments and creating pitches for Coke to seal the deal. “Before The Show” was green-lit by Coke and resulted in a multi-million dollar sale for a digital franchise program providing exclusive, intimate access before an artist’s performance at MSG’s venues in NY and LA. For this project I was a jack-of-all-trades, including contracting crew, overseeing production contracts with legal, booking the artists, clearing all licensing rights, managing budgets, and overseeing on-set and post-production. Distribution of the videos included a dedicated branded site, artist social media, MSG’s youtube, and social channels, and more.