Kelly Clarkson
Artist E-commerce & Audience Strategy
project background
We developed Kelly Clarkson's e-commerce platform as she transitioned from her *American Idol* breakthrough to full-scale superstardom—years before platforms like Shopify existed.
Our role was to create the digital infrastructure and direct-to-fan system that could keep pace with her rise: Grammy wins, multiplatinum albums, and a fan base expanding far beyond television. It wasn't just about building a store—it was about building continuity: turning a breakout moment into an ongoing movement of fans, music, and engagement.
sector
Music / Entertainment
highlights
Developed and launched Clarkson's first direct-to-fan e-commerce platform during her breakout era
Serving as audience strategy lead and developer, built systems for merch, music, and community engagement across multiple genres
Scaled infrastructure for #1 albums including *Breakaway* (12M sold) and its multiplatinum successors
Created early fan-data systems and audience retention tools before off-the-shelf platforms existed
Helped support her evolution from *American Idol* winner to cross-genre touring artist
