SelectCon
Platform Development · Brand Partnerships · Artist Relations
Built for independent artists. Structured so brands could add value.
Partner
Project
SelectCon was built to give independent artists and creators access — to industry knowledge, mentorship, opportunity and one another.
Turned UnitedMasters-owned IP into a repeatable commercial platform without compromising why the community wanted to show up in the first place. Built brand integrations around genuine artist utility — helping partners participate in SelectCon by adding access, education, opportunity or experience rather than simply sponsoring the room.
Across editions, SelectCon became a place where artist education, mentorship, performances, discovery and brand opportunity could exist inside the same ecosystem — giving partners a way into the UnitedMasters community while keeping independent artists at the center.
My Role
- Supported the commercial strategy across multiple SelectCon editions, identifying prospects and developing pitches, sales materials and partnership narratives
- Shaped brand integrations around both partner objectives and artist value, helping move partnerships from pitch through activation
- Managed artist and talent participation, coordinating commitments, deliverables and live programming across the event
Collaborative — across brand, artist, creative, production and partnership teams.
The Partnership Ecosystem
Ally
Ally used SelectCon to bring financial and entrepreneurial education directly to independent creators — from panels and programming to one-on-one mentorship.
Delta
Delta turned its role as a connector into artist utility through the Connection Board — helping attendees identify collaborators and make relationships inside the room.
Visa
Visa introduced the creator community at SelectCon to a new approach to artist payments: faster access to royalties through Visa Direct.
That announcement later became a live UnitedMasters product, allowing eligible artists to cash out royalties in real time.
Bulleit
Bulleit brought its 100 Hours Commitment into SelectCon, giving emerging artists and creators one-on-one access to professionals across music, A&R, marketing, finance, legal and creative disciplines.
Crown Royal
Crown Royal Regal Apple turned sponsorship into participation through the Fresh Beats Studio, where attendees recorded freestyle tracks onsite for the chance to be featured across UnitedMasters and Crown Royal channels.
Johnnie Walker + Baileys
Diageo extended its broader UnitedMasters relationship across the SelectCon environment through Johnnie Walker and Baileys — layering premium hospitality into an account that also included deeper artist-development programming through Bulleit.
Media
