Re/Worked: The Greedy Sessions

Overview

Re/Worked: The Greedy Sessions is a three-part video series that reimagines Tate McRae’s JUNO-winning single greedy across three distinct genres: Classical, Country, and R&B. The series highlights the diversity of Canadian music through the unique interpretations of Aaron Paris & Strings From Paris, Tebey, and Aqyila. Designed to celebrate the creative possibilities of collaboration, the series will premiere on The JUNO Awards’ YouTube channel, with teasers and social media content rolling out across Instagram, TikTok, and Facebook.

Challenge

The project aimed to drive audiences to non-pop genres by leveraging one of Canada’s biggest pop singles of 2023 (winner of the 2023 JUNO Award for Single of the Year). By using greedy as a cultural touchpoint, the goal was to highlight less mainstream genres and artists, specifically Classical, Country, and R&B. With tight budgets and ambitious production timelines, the series required careful planning, strategic partnerships, and creative coordination across multiple teams.

Solution

As Executive Producer, I led every stage of the project, from conception to release strategy:

• Concept Development: I originated the idea for Re/Worked and collaborated closely with the director to ensure the creative vision remained consistent across all three episodes.
• Artist Selection: Identified and secured Aaron Paris, Tebey, and Aqyila, aligning each artist with the series’ thematic goals and genre diversity.
• Funding: Secured grant funding through Ontario Creates to bring the project to life.
• Production Management: Partnered with a producer to oversee the logistics of filming three episodes, coordinating crews, locations, and schedules to ensure smooth execution.
• Strategic Release Planning: Worked with artist teams and marketing partners to develop a staggered release strategy, maximizing audience engagement with teaser content, premieres, and collaborative promotion.

Planned Release Schedule

• Trailer: Friday, January 17
• Episode 1 (Classical – Aaron Paris & Strings From Paris): Monday, January 20
• Episode 2 (Country – Tebey): Monday, January 27
• Episode 3 (R&B – Aqyila): Monday, February 3

Outcome (Anticipated)

Re/Worked: The Greedy Sessions is poised to generate significant audience engagement and expand awareness of Canadian musical artistry. By celebrating genre diversity and drawing attention to Classical, Country, and R&B, the series aligns with The JUNO Awards’ mission to showcase the depth and breadth of Canadian talent.