Tabernacle Choir Digital Channels and the When You Believe Album Strategy

The problem

The Tabernacle Choir at Temple Square has a huge musical legacy, and its audience was moving online: to YouTube, social media, streaming and Spotify. Every channel had its own team, tools and partners. Somebody needed to keep them all pointed in the same direction.

My role

For about a decade, I was the technical producer for the Choir's digital channels. In practice, I worked as the associate product manager for the website, YouTube, social, Spotify, streaming and email publishing. I coordinated developers, publishers, video producers, the YouTube and social teams, and outside partners such as Deseret Book, and I worked on brand management and content marketing.

The process

• Treated the channels as one product, not six separate jobs.
• Kept developers, producers and publishers talking to each other, and translated between the creative and technical sides.
• Planned around the big moments, like Christmas, when the Choir's music reaches the most people. In 2014, I spoke to the press about the Choir streaming its Christmas music.

The When You Believe album strategy

When the Choir's "Circle of Life" got a spike of attention, I saw a chance to reach younger and international audiences. I proposed the strategy behind a cinematic album, When You Believe: A Night at the Movies, built around songs those audiences already loved.