Horace Tong
L2 Global Music
From making to shaping.
2025
Music company · Operations, marketing and video
Commissioned by L2 Global Music, Hong Kong
Made as Commissioned
My role From making to shaping.
In brief
- Operations, marketing and video are three different jobs that all had to point the same way.
- From making to shaping.
- I delivered marketing and video work across the company as the role widened from making into shaping.
- The progression of the role is itself part of the story. There is no third-party figure attached to it.
L2 Global Music is a music company. I worked across its operations, marketing and video output, and the record here is the widening of that role: from making the work to shaping its direction.
Operations, marketing and video are three different jobs that all had to point the same way.
Start in the edit: the cutting room is where a company's own voice gets found.
One pipeline instead of three jobs: brief to release in a single line, so operations, marketing and video fed each other.
I delivered marketing and video work across the company as the role widened from making into shaping.
The progression of the role is itself part of the story. There is no third-party figure attached to it.
Owner record of the role across operations, marketing and video, and of the widening of that role. No third-party evidence is claimed.
Shaping is easier to arrive at from the edit than from the outside.
Credits
Project ownership
Horace Tong
Commissioned
Creative ownership
Horace Tong
Owned end to end
- Editing, then direction
Photographs shown here are selected from the project archive and are not necessarily photographed by the author.
Where this transfers
When a team can see who decides what, taste stops being relitigated. The same structure holds for any small team producing work at volume.
Related work
Have a related project?
Tell me what you want to make. This project will be included as a reference.