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.
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