Sounds by the Sound – Seattle is the Stage

About This Project

Sounds by the Sound was a music and culture series created by Visit Seattle in partnership with Revolt TV, built around a simple idea: take some of Seattle’s most compelling artists—emerging and legendary—and film them performing in iconic, unexpected locations across the city. Each episode paired live music with personal interviews, placing Seattle’s creative soul front and center.

Over five seasons and 40 half-hour episodes, Sounds by the Sound showcased a deep bench of Seattle talent, including Macklemore, Duff McKagan, Ayron Jones, Casey Veggies, Allen Stone, Chris Ballew, Naked Giants, and many more. The show aired nationally on Revolt TV and streamed on VisitSeattle.tv, giving these artists and locations a wide, mainstream audience. And each episode was surrounded by 3–4 ancillary pieces—teasers, cutdowns, promos—effectively turning every drop into a self-contained campaign.

I served as Creative Director across the five-season series, helping shape the tone, visual identity, and structure. I played a key role in selecting artists and locations—ensuring a balance of grit, elegance, energy, and diversity that felt unmistakably Seattle. On set, I acted as production cop, keeping the creative tight and aligned. And in post, I worked directly with Revolt’s editors to shape the narrative, guide the cuts, and make sure each episode resonated both emotionally and visually.

The impact was undeniable. Season 5 alone delivered over 14 million household TV impressions and 10.8 million impressions in the key 18–49 demo. Season 4 outperformed even that, with more than 18 million household impressions and 3.3 million digital views, a 39% increase over the prior season. Completion rates on video content routinely hit 70–78%, and digital traffic surged year over year, with up to 91% new users discovering the show each season.

On social, #SoundsByTheSound generated millions of impressions per season—45 million in Season 3, 33 million in Season 4, and 36 million in Season 5—with consistent posting from @REVOLTTV, @diddy (who then was not a creep and who then owned Revolt TV), featured artists, and fans across Instagram, Twitter, and Facebook.

Sounds by the Sound wasn’t about pushing product. It was about people, performance, and place. It turned Seattle into a stage and gave artists a new platform to be seen, heard, and celebrated. One of the most ambitious and rewarding projects I’ve ever worked on—and still one of the most uniquely Seattle things I’ve helped bring to life.