TikTok
Duet Roulette

Where tomorrow’s creators meet today’s artists. We launched #DuetRoulette, a TikTok LIVE format pairing major names with emerging talent in a high-energy, roulette-style show. Creators entered by duetting artists like Ashnikko, Aitch and KSI, with selected entries brought into the live broadcast for a chance to perform. We developed the format, wrote the segments, directed the livestream and handled production end to end.

Each episode saw artists meet 3–5 creators performing remixes or covers inspired by their latest tracks, turning passive viewing into live participation. Season one averaged close to 100K unique viewers per episode and drove 150M impressions for #DuetRoulette, establishing a repeatable format for artists to tap into culture ahead of releases and tours.