Melii is a 20-year-old Harlem-based singer, songwriter and rapper signed to Rule #1 and Interscope Records. As a new signee, the marketing team wanted to develop valuable and interesting content to draw her audience. So in preparation for her first single release, we created a vlog documenting a day with Melii.
With a test shoot already lined up with photographer Elija Dom, we developed meaningful, interesting and coherent BTS video content, capturing Melii in her natural environment. Working closely with Interscope's video department to produce video content, I oversaw and intermittently contributed to the process of making videos and visual content.
Instagram reach and engagement spiked 86% while... all the planning and production of the material comes together into the finished product.
Exposing Melii's creative process to her followers was just as valuable a promotion standpoint as the single release roll out. By the time Melii release 'ICEY, she had a captivated audience just waiting. In the span of a week there was a 493% increase in Spotify daily listeners and significant increase in overall consumption, maximizing her exposure and ROI.