Archana

Branding for releases and live events

My Role

Throughout my time working with Archana, I shaped her brand and guided her through the various stages of her artistic journey. As her manager and creative director, I was deeply involved in every aspect of her work, from the creative direction of each release to the strategic planning of live shows and promotional content. I collaborated with Archana to design setlists, create visuals, and ensure each project felt cohesive with her artistic vision.

Whether it was designing merch for her farewell show at C’mon Everybody BK, overseeing the recording and release schedules for her singles like Begin Again and Don’t Call Me Pretty, or coordinating the production of music videos, I focused on crafting an immersive experience for her audience. I managed logistics, booked venues, organized rehearsals, and guided social media strategies to build engagement and ensure consistency across all platforms. From behind-the-scenes coordination to the creative aspects, I worked tirelessly to elevate Archana’s presence as a dynamic and authentic artist.

Ultimately, my role was about bringing her vision to life in a way that resonated with her fans while strengthening her artistic identity. I collaborated closely with Archana to ensure that every project, whether a live performance, a single release, or an album, was a true reflection of her growth as an artist, and that it connected deeply with her audience.

Masala Mixtape

As the manager and creative director for Archana’s performance at Masala Mixtape, I focused on building a cohesive brand experience that resonated with her audience. I collaborated with Archana to craft a setlist that not only showcased her artistry but also told a compelling story, ensuring her performance had a natural flow and emotional impact. From styling her outfit to designing promotional content, I ensured every element strengthened her identity as an emerging artist.

To promote the show, I designed a branding strategy that extended across digital and physical spaces, creating a buzz around her performance. We developed cohesive social media campaigns, featuring stylized visuals, rehearsal sneak peeks, and artist insights to engage fans and build anticipation. Behind the scenes, I organized focused practice sessions that aligned with her brand’s image of professionalism and authenticity, helping Archana deliver a polished, confident performance. The experience allowed me to merge my creative direction skills with branding strategy, supporting Archana in delivering a show that left a lasting impression and deepened her connection with her audience.

Begin Again

For Archana’s single Begin Again, I led the creative and strategic branding process to ensure the release was a memorable milestone in her career. I managed the recording and release schedules, working closely with Archana to align timelines with her artistic goals and audience engagement strategy. I directed the cover art design to visually reflect the themes of rebirth and self-discovery, ensuring the visuals complemented the song’s narrative.

In addition to managing the logistics, I focused heavily on creating a social media strategy that amplified her personal brand. This included crafting a series of posts that shared the inspiration behind the song, highlighted the creative process, and engaged listeners through interactive content, such as polls and lyric reveals. Each piece of content was designed to strengthen her connection with her audience and establish a consistent visual and thematic identity. Begin Again was more than just a release—it was a brand-building moment that solidified Archana’s voice as an artist and set the stage for her continued growth.

Don't Call Me Pretty

As the manager and creative director for Archana’s single Don’t Call Me Pretty, I focused on developing a bold and cohesive brand narrative around the release. I managed the recording and release schedules to ensure a seamless process and directed the creation of the cover art to visually align with the song’s empowering message. Expanding the creative scope, I oversaw the production of a music video that amplified the single’s themes, ensuring it was a strong visual representation of Archana’s identity. Additionally, I crafted and executed a strategic social media campaign, creating content that engaged her audience and strengthened her artistic brand. From concept to execution, every aspect of Don’t Call Me Pretty was designed to solidify Archana’s presence as a dynamic and authentic voice in music.

The music video became a centerpiece of the campaign, blending sharp visuals with storytelling that reflected the song’s themes of defiance and self-worth. I worked closely with the director and Archana to ensure the video’s concept aligned with her brand and vision. On the promotional front, I designed a rollout plan that teased behind-the-scenes footage, key visuals, and lyric excerpts across social platforms, building excitement leading up to the release. By integrating consistent branding across every medium—artwork, video, and social content—we created a release that resonated deeply with her audience and left a lasting impact.

Wanted

As the manager and creative director for Archana’s upcoming single Wanted, I’ve centered the creative and strategic process around the music video, ensuring it becomes the defining element of the release. I collaborated closely with Archana to conceptualize the video as a powerful visual narrative that embodies the song’s themes of longing and self-realization. From pre-production to execution, I’ve overseen every detail, working with the director and production team to align the video’s aesthetic and storytelling with Archana’s artistic brand.

Beyond the music video, I’ve been orchestrating a comprehensive rollout strategy to build anticipation for the single. This includes creating a series of teasers—behind-the-scenes clips, key frames from the video, and narrative hints—to engage Archana’s audience across social media. While the cover art and recording schedules have been carefully managed to maintain consistency, the music video serves as the centerpiece, establishing Wanted as not just a song but an immersive audiovisual experience. This release is designed to elevate Archana’s brand by showcasing her ability to combine striking visuals with evocative music, further cementing her identity as a dynamic and multifaceted artist.

Goodbye, For Now

As the manager and creative director for Archana’s farewell show at C’mon Everybody in Brooklyn, I played a central role in creating an unforgettable night that celebrated her artistry and connection with her audience. With over 100 attendees, we focused on crafting an intimate yet impactful experience that felt personal and authentic to her brand. I collaborated with Archana to design a setlist that reflected her journey as an artist, blending fan favorites with emotional highlights to create a memorable performance.

Beyond the music, we worked together to design exclusive merch that resonated with her audience, ensuring every detail—from the artwork to the fabric selection—aligned with her identity. I also styled her outfit for the night, adding another layer of cohesion to the show’s visual branding. Behind the scenes, I managed logistics with the venue, handled booking and coordination, and ensured the band was fully organized and prepared to deliver a seamless performance.

The show wasn’t just a goodbye—it was a culmination of everything Archana had built as an artist, thoughtfully brought to life through music, visuals, and storytelling. My role was to bring all these elements together, ensuring her audience left with a deeper connection to her and her work while leaving Archana with a meaningful moment to close this chapter of her career.