Overview:

To cement Spotify’s influence in the music industry during music’s biggest night (The Grammys), Spotify hosts an annual celebration & marketing campaign, focused on one of the top award categories, Best New Artist. The event is attended by the largest celebrities and one of the most coveted invites in music, so my goal was to showcase it’s influence and caliber on social for fans and industry alike. More info HERE.

My Role:

I led the entire social strategy as anchored around key project milestones. From the nominee announcement in Nov. 2022, through the actual event in Feb. 2023 my role was to ensure strong social engagement while we had access to A-List taleent. I work to introduce and showcase the nominees to fans and to highlight what was happening on the ground at the party. I led social interaction strategy with the 10 nominees as well as brand partners (Cadillac), Press (PAPER) and influencers (Saint Hoax) in order to capture & rollout content during the campaign.

Results:

Social content from the event saw over 3.4M+ total social engagements, 105M+ owned social impressions & 2.72M+ total engagements across socials.

Strategy:

• Creative Concept Ideation: I led social concept ideation for the campaign from start to finish, which was presented to the cross-functional team (Marketing, Brand & Creative, Artist Partnerships, PR, Editorial, Paid Media, Influencer Partnerships, Music Licensing, external agencies). The content focused on four major tentpoles in the campaign:

  • 1.) Pre-Event: Nominee Announcements, Concepts to showcase the nominees and introduce them to the Spotify audience, Best New Artist Spotify Singles campaign

  • 2.) Organic, on-the-ground, social concepts: Real-time Instagram Stories, Red Carpet Interviews, Bespoke Nominee Content, Performances

  • 3.) Sponsor & partnership concepts: Bespoke content capture with Cadillac, Saint Hoax live memes, @blackprints film photography, PAPER Magazine polaroids, Coco & Breezy Influencer Content

  • 4.) Post-Event: Winner Reveal, conversation around the Grammys show

• Social Rollout and Content Calendar: I built out the social rollout covering @Spotify accounts and external accounts (artists, sponsors, influencers, press partners) on Instagram, TikTok, X/Twitter, Youtube, etc. Additionally, I briefed in social assets and content plans (via slide deck and marketing briefs) to internal creative teams & external agencies for graphic design support and on-site content production.

• On-Site Content Capture: At the event I managed a content capture production team, including real-time edits, approvals, copywriting, talent + partner coordination, publishing & engaging with followers while on-site.

• Social Listening & Analytics: I performed social listening during and after the event, generated reporting documents & executive summaries to present to the cross-functional team and executive leadership, as well as provided recommendations on improvements and opportunities for future campaigns.