Today’s Top Hits
Overview:
In July 2023, as Spotify’s social lead for the Pop genre, I launched the new social accounts for Spotify’s pop music & culture hub, Today’s Top Hits, Spotify’s biggest and most influential playlist on the platform. This marked a new chapter for Today’s Top Hits, giving the playlist a voice on TikTok, Twitter, Instagram & Threads. It was also one of the first real times that Spotify wanted to step outside Audio to serve as a cultural catch-all in the public's eye.
My Role:
At the beginning of 2023, I began the process of building out what the social brand & voice playbook for Today’s Top Hits would look like, working closely with other key members of the TTH team in Music Marketing, Artist Partnerships & Editorial. I ideated many different social franchises, from an artist-focused video series, to editorially-driven song roundups, to cultural commentary about trends & recent events in pop-culture.
Results:
By the end of 2023, the TTH social accounts grew to over 500,000 followers across key platforms and social franchises amassed millions of views.
Strategy:
Project Scope & Agency Onboarding: I outlined the vision for the Today’s Top Hits social accounts in a marketing brief. This included defining what the main strategy and purpose of the account was, what type of content it would post, and what tone of voice approach it would take. From there, I led the RFP process and subsequent onboarding to bring on a partner agency to assist with launch and social media management.
Launch Plan: I designed and executed the launch plan for Today’s Top Hits socials (content, strategy, etc.) and aligned with cross-functional teams to amplify the launch (PR, Artist Partnerships, Media, On-Platform Marketing).
Social Franchise Ideation: I led development of social franchises to populate the social channels and worked with agency partners & cross-functional teams to shoot, produce & launch content on a week-over-week basis, with the goal of taking on a strong, editorial point of view within the pop music & culture ecosystem. I also ideated and produced bespoke content for Today’s Top Hits socials around active Music and Podcast campaigns relevant to the channel (Doja Cat, Call Her Daddy, Olivia Rodrigo, etc).
Social Playbook and Workflow Processes: I built out a social playbook for Today’s Top Hits socials to serve as the source of truth for what the brand looks and acts like online. Additionally, I designed numerous workflows to help and motivate the team to achieve the goals of the channel.
Social Listening & Analysis: I generated social listening reports & executive summaries on a monthly and quarterly basis to present to cross-functional and executive leadership teams, and guided improvements to the social channels, strategy & content.
Community Management & Engagement: I monitored social trends & artist/fan conversation on a daily basis and ideated content and conversation starters to place Today’s Top Hits and Spotify in any relevant spaces online.
Paid Media: Aligned weekly with Spotify’s Paid Media lead to recommend content for paid amplification and growth strategies via paid media.
Influencer & Creator Partnerships: Strategized with Spotify’s Influencer & Creator Partnerships team to identify key influencers to help tell the story of Today’s Top Hits online through bespoke content living on both Today’s Top Hits and the creator’s social accounts.
