Alicia Keys
Artist E-commerce & Audience Strategy
project background
In 2006, we built Alicia Keys’ e-commerce platform as she entered a defining run—already a multi-Grammy winner reshaping the sound of R&B for a new decade.
Our role was to create a direct-to-fan system that could handle global demand, connect millions of listeners, and scale seamlessly as her career reached a global peak. The result was an engine for real connection—music, merch, and momentum—designed to move at the speed of her audience.
The platform delivered through multiple Billboard #1 albums, millions of global sales, and the kind of fan engagement only possible when technology disappears behind the artist’s story.
sector
Music / Entertainment / E-commerce
highlights
Developed and launched direct-to-fan e-commerce during Alicia Keys’ peak commercial years
Served as audience strategy lead and developer, building systems for real-time fan engagement and retention
Supported global album releases, tours, and merch drops across 30M+ albums sold
Built resilient infrastructure to handle worldwide demand and traffic spikes
Collaborated with Echo Music (Nashville)—a pioneering digital firm supporting major artists before its Ticketmaster acquisition—to deliver cohesive audience experiences
Created a foundation for long-term, measurable artist–fan relationships
