Year
2024
Role
Head of Brand & Creative
Team
Sr. Designer: Daniel Åberg
Production Agency: Culture Defined
Content Manager: Louise Gabrielsson
CMO: Karl Skoog
Director of Communications: Sofia Green
Dream Factory was an evolution of Artist Stories.
Artist Stories worked. Authentic artist narratives were Amuse's strongest brand asset, more credible than product advertising and more resonant than polished campaign content. But the production model behind it had a ceiling. Full crew shoots were expensive, slow, and dependent on artist scheduling. We could tell 2-3 stories a year. We needed to tell sixty.
Dream Factory was built to solve that. Instead of designing content around production, we built a framework around what artists already had. Music videos, Instagram archives, phone footage from bedrooms and studios around the world. Amuse handled the artist relations, creative brief, and art direction. Culture Defined handled post-production. The artists brought the raw material.
The result is a global content platform featuring artists across multiple continents, genres, and definitions of what a music career can look like. A bedroom producer in one market sits alongside a live performer in another, unified by the same idea: independent artists building on their own terms, with Amuse making it possible behind the scenes.
Individual pieces in the series reached 2.4M and 1.5M views organically. Artists including Blaomer, Dianna Lopez, EMEI, and Darviin generated a combined reach of over 650K views across their features, with minimal paid amplification behind the content.
Beyond brand awareness, the content became a business tool. The Dream Factory films gave Amuse a tangible value proposition to bring into artist conversations — a platform, not just a pitch. This directly supported the licensing funnel, helping sign artists into long term relationships with the label services arm and converting creative partnerships into commercial ones.
Dream Factory did not replace Artist Stories. It made the idea scalable.
My Role:
I led the creative strategy and developed the brief together with Culture Defined, defining the framework that made the campaign work at scale. I oversaw and approved all video material across the series, providing creative direction and feedback at each stage of production. I worked closely with the artist relations team to maintain a consistent pipeline of artists coming into the project, and managed the internal creative and content team on asset production and delivery end to end.
Making music is an art, driven by the love to create. Dreams are unique, driven by our own view of success. Amuse is for a new generation of stars, making it on their own terms. Here, we shorten the gap between your dream and your reality. Redefining success, one dream at a time.
Welcome to Amuse Dream Factory, where dreams become music.
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