🎬  Case Study: “FaceTime Fastlane” – Alumni Video Series

Client: Atlanta Institute of Music and Media
Role: Creative Director, Writer, Producer, Editor
Recognition: Internal brand engagement series

​

🧠  Objective

To strengthen the connection between prospective students and the professional music world by showcasing AIMM alumni who are thriving in their respective careers. The campaign sought to deliver credible, personal, and motivating content through a lean but effective video series format.

​

🎥  Concept & Creative Approach

FaceTime Fastlane was conceived as a direct line to the industry — a raw, unscripted conversation between successful AIMM alumni and future students. Each video functioned as a “fast lane” of wisdom, delivering firsthand advice and real-world perspective from working professionals in music.

​

Format:

• Shot using informal, one-on-one video chat setups

• Emphasis on lived experience over production polish

• Videos ranged from instructional to inspirational

​

Narrative Strategy:

Each episode was anchored in storytelling — the alumni relayed formative career moments, technical insights, and specific ways AIMM shaped their journey. The unscripted format allowed for authentic, relatable dialogue that resonated with prospective students.

​

Tone:

Candid, personal, encouraging. The tone was intentionally low-gloss and high-value — portraying success as something attainable, not abstract.

​

📺  Episode Summaries
•    Jacob Deaton – Guitarist for Jonah Smith (America’s Got Talent).
Shared behind-the-scenes moments from AGT and how AIMM prepared him for both stage and business.

​​

​​

​​

​​

​

​

​

​

•    Mike McKnight – Touring Programmer for U2, Lady Gaga, MJ, and more. (Not an AIMM graduate)

Discussed deconstructing songs for live shows and key traits that keep musicians working.

 

​

​

​

​

​

​

 

•    Jay Foye – Producer for Beyoncé, Ne-Yo, and Rick Ross.
Described his global production journey and credited AIMM for sharpening his technical and business skills.

 

​

​

​

​

​

​

​

​

•    Stephen Freeman – Touring Keyboardist for Mary J. Blige.
Recalled his journey to the big stage and shared his evolving keyboard rig and student advice.

 

 

 

 

 

 

 

 

•    Josh Baker – Drummer for Mariah Carey.
Talked about his leap from one TV appearance to global touring, stressing click-track performance skills.

 

 

 

 

 

 

 

 

•    Chris Coleman – Drummer for Prince, Babyface, Patti LaBelle, etc.
Shared insights on global clinics, fitness, tuning, and becoming an artist in his own right.

 

 

 

 

 

 

 

 

 
📈  Results & Impact
Though modest in production value, the series became a meaningful tool in AIMM’s recruitment and alumni engagement efforts. It sparked conversation, strengthened community ties, and reinforced the school’s ability to launch real careers.
•    Boosted organic reach via social platforms
•    Created a library of evergreen alumni stories
•    Helped position AIMM as a proven launchpad for working musicians
 
🔧  Responsibilities
•    Concept creation and development
•    Episode scripting and talent coordination
•    Editing and post-production
•    Distribution across social and web channels
 
🧩  Creative Highlights
•    Lean production model with high emotional ROI
•    Authentic, diverse representation of AIMM alumni
•    Balanced entertainment and education
•    Encouraged repeat viewing and sharing