Stem Player

Client: Kanye West x Kano
Industry: Music Technology
Type: Music Production, Video Editing, Motion
Year: 2021-22

The Stem Player is a device created by Kanye West and Kano.

I produced demonstration and tutorial videos to showcase the Stem Player’s creative potential and help new users understand its functionality. The multimedia content I created emphasized ease of use and musical experimentation.

OVERVIEW

THE BRIEF

Users initially perceived the device as primarily a vehicle for Kanye West’s album release, with little understanding of its broader potential.

The company needed approachable content to show it as a creative tool, not just a novelty product.

Video production, motion graphics production, musician. Concepted, storyboarded, filmed, animated, edited, and created musical remixes for all original content. Collaborated closely with Stem Player team members for feedback and direction.

MY ROLE

KEY DECISIONS

  • Featured recognizable songs to reduce friction and show creative potential without overwhelming viewers.

  • Shot several of the videos on iPhone to make the process feel approachable and achievable.

  • Highlighted the device’s innovative LED interface using motion, animation, and bold color.

  • Framed content around creative workflow possibilities rather than a corporate demo.

OUTCOME

Within 12 hours of posting my first video, the Stem Player TikTok account grew over 7x in followers and the video reached 90,000 views, despite no other content being posted.

My 5 videos ultimately surpassed 2M total views on Stem Player social media, resulting in significant audience growth and improved public understanding of the product.