In my role as Global Music Communications Manager and Experiential Producer at TikTok, I spearheaded strategic communications and marketing initiatives tailored to resonate with artists and fans alike. Utilizing data-driven insights and current trends, I conceptualized compelling storytelling ideas that significantly enhanced TikTok's brand affinity.
One notable success was the impactful #WomeninHopHop campaign, where I orchestrated an engaging narrative that garnered substantial attention. This initiative resulted in over 15 pieces of press coverage and secured 5 artist placements, accompanied by exclusive interviews. Notably, the campaign showcased a diverse array of artists and accumulated a staggering 36 million views on the platform, underlining its meaningful impact.
Moreover, I established strong collaborations with prominent external partners such as Billboard, VidCon, and SXSW. By curating and orchestrating captivating keynote and panel discussions, I showcased TikTok's distinctive influence on the global music industry.
HIGHLIGHTS
SOMETHING IN THE WATER x TIKTOK: 2022
TikTok was the Official Sponsor of "Something in the Water" music festival, contributing to our perception of being a trusted Entertainment brand, highlighting a Pharrell/artist-led livestream to feature the diverse artist lineup, food, and/or activities at Something In the Water Festival, and continuing to drive Music content with global talent and emerging artists. Launched in Virginia Beach, VA in 2019, Pharrell's SOMETHING IN THE WATER (SITW) shined a light on the best and brightest of the region and captured the attention of a global audience. SITW 2022 took place June 17th-19th on Independence Ave in Washington, DC. TikTok Music captured artists' interviews and collaborated with Pharell's Black Ambition foundation, where over $500K in grants were awarded to budding DC entrepreneurs.
photo by @mfjone
During VidCon, TikTok paid homage to Black Music Month with two vibrant panels dedicated to celebrating the profound influence of Hip-Hop. These engaging discussions shed light on the impact of Hip-Hop on both the TikTok platform and the wider cultural landscape, featuring emerging artists and TikTok Music team members. The panels provided an exciting opportunity to gain deep insights into the genre's significant influence.
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How Women in Hip Hop Have Found a Home on TikTok: In a genre predominantly dominated by males, women in hip-hop have discovered a unique space to connect with their audience on TikTok. This connection has translated into real-world impact, influencing the charts and creating a profound community. Join this session for a deep-dive into one of the most exciting and influential communities on the TikTok platform. Hear from remarkable music artists as they discuss the vital role of women in hip-hop and their journey to success, catalyzed by TikTok.
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How TikTok is Bringing in the New School Of Sound: Music has undeniably shaped the culture on TikTok, from community-driven trends to distinctive content styles and innovative sounds. This panel delves into the heartbeat of TikTok's music scene, featuring insights from emerging artists and the TikTok music team. Discover how TikTok celebrates authenticity through music and has become a launching pad for the new class of hip-hop stars. Gain an understanding of the platform's role in revitalizing the music discovery process and driving forward the evolution of sound.
IT STARTS ON TIKTOK: SXSW 2022
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At SXSW 2022, an engaging session titled "It Starts on TikTok: Discovering Your Audience" explored how TikTok has become a game-changer in the creator economy, allowing artists to take ownership of their narratives. The session featured a captivating conversation between Sadie Jean and Corey Sheridan, where they delved into Sadie's remarkable success on the community-driven video platform and its profound impact on her artist journey.
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Sadie Jean, a talented 19-year-old hailing from Orange County, experienced a breakthrough moment when her debut song, "WYD Now?," took TikTok by storm. The #OpenVerseChallenge, a TikTok format inviting fellow creators to duet with Sadie during the song's instrumental opening, played a pivotal role in this achievement. The organic collaborations ignited widespread engagement and propelled Sadie's music to unprecedented levels of popularity. Inspired by Sadie's extraordinary story, we sought her out and collaborated to curate a thought-provoking discussion that not only shared her personal journey but also served as a source of inspiration for other ar>sts looking to leverage TikTok's immense reach to showcase their music to the world.​
PRESS HITS
