Overview:

The collaboration between Spotify and the Black People Love Paramore podcast began as a fun idea between colleagues, and ultimately became a multi-dimensional campaign that helped amplify an indie podcast and create a beautiful storytelling opportunity between Spotify, the Black People Love Paramore podcast & Hayley Williams.

Black People Love Paramore is a podcast hosted by Sequoia Holmes, which she describes as “about the seemingly random, underrepresented interests of different niches of Black people”. After finding out that Sequoia had never seen Paramore live before, I wanted to bring them together for a special moment that connected followers via thoughtful content. The project culminated in podcast taping backstage at the Forum in LA between Sequoia and Hayley Williams, centered around the influence of Black music.

My Role:

This project was ideated and executed by myself from initial creative pitching, project management, and all aspects of launch/execution. Being as this initiative was done without external agency support, I was extremely honed in on multifaceted roles.

Results:

Post launch, the content generated hundreds of thousands of impressions. Additional content impressions were aided through pickup from editorial outlets such as Stereogum, Hypebeast and People.

Strategy:

• Marketing Strategy & Scope: I turned the opportunity of Sequoia and Hayley Williams meeting in person into a larger marketing plan, complete with a full podcast interview, 8+ social videos and PR and paid media amplification with minimal financial investment. I pitched the idea to internal and external stakeholders to get it green-lit, and spearheaded the marketing & social aspects of the project from there.

• Creative Production: Knowing that we did not have the resources to hire an external content capture agency, I scoped what the project would look like and petitioned to utilize Spotify’s limited in-house content production resources. I coordinated key pre-production aspects of the shoot with the internal team, venue & artist management team, including travel, location scouting & interview talking points, as well as on-the-ground production and post-production work including editing, planning and scheduling.

• Social Content Ideation & Rollout: I built out the social plan for the content captured, including the podcast release and subsequent videos shot at the venue that day. I collaborated with channel managers from other verticals within Spotify, including Spotify Podcasts and Frequency (Spotify’s social brand that serves to support creators from historically marginalized communities), placing various content on the different channels to reach a number of different audiences. When it came time to rollout the content, I led channel strategy, copywriting and optimization across Instagram, Twitter/X and TikTok.

• Paid Media & PR Amplification: I advised the Paid Media and PR teams on content performance to determine which content would be invested in with additional marketing dollars or pitched out for press support.