THEY. is a R&B duo consisting of Dante Jones and Drew Love, signed to Warner Music Group and Mind of a Genius Records. I was elected to direct the development of content, brand strategies, social media campaigns, and immersive experiences.


THE SITUATION

The beautiful thing about music is the way it can trigger emotion. A good song can tell a story and make you feel what the artist wants you to feel. In this digital age, Artist constantly demand high VALUE content for their audience and brand. I built digital advertising plans and worked directly with ad agencies to execute campaigns & interpret data.


THE CHALLENGE

In the ever-changing music industry, there are a list of potential hurdles every artist face. Competing with a multitude of new artists and weekly released music, its difficult to maintain brand integrity and consistency amongst all social media platforms.This at times results into music streams being the sole revenue provider.


THE SOLUTION
The marketing calendars that were constructed covered the entire song/album release cycle. Every revenue channels utilized from Merchandise to the Live Show experience – in an integrated, consistent marketing and branding strategy. We assembled platform specific social media strategies by conducting monthly performance reports used to develop quarterly social media audits to establish consistent growth of online presence. I also create weekly social media content calendars to ensure constant social media presence.




Lexus X Black Panther

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