
Apple Music x Cardi B Album Launch Event
The Context
To mark the drop of Am I The Drama, Apple Music partnered with MATTE to produce a one-night event in NYC. Set inside HERO for 250 guests and streamed worldwide, the launch moved between interview and performance, designed to feel close, even when broadcast far.
The Approach
Inspired by the album’s cover art, MATTE reimagined the venue as a gothic study in light and shadow. A tunnel glowed red. A boudoir served drinks. The stage became a threshold—Cardi B in conversation, then in control. It was less a party, more a constructed atmosphere.
The Outcome
A global audience tuned in. Cardi’s superfans, inner circle, and VIPs showed up. And within 24 hours, Am I The Drama broke records across Apple Music, Billboard, and Guinness—debuting at No. 1 and holding the throne for a week















matte partner
max pollack
client director
carter adams
svp production
thad somoza
director, experiential production
jimmy tran
producer
monica cuevas
tech producer
amanda mack
senior project manager
dylan valvadia
experiential production coordinator
salem bellew
experiential creative director
michael yu
design director
anna ng
senior graphic designer
charlie hanson
experiential designer
Sebastien van der berg
render work
louis riedelsheimer