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And the Grammy goes to...
Hypnotize & HH50
In 2023, we ran campaigns that celebrate the rich legacy of Hip-Hop as it marked its 50th anniversary. Our posts honor the songwriters and artists who have shaped the genre, from chart-topping hits to intimate studio moments. We highlighted milestones, including award wins and major collaborations.
Throughout, we’ve connected followers
with the creative process that
continues to push the
boundaries of the genre.
Credits so far...
A small but impactful way we showed what songwriter and producer Dylan Wiggins had credits on from the start of the year to now.
Credits: Rosalia, The Weeknd
with Ariana Grande, Kali Uchis, 6LACK & more.
Leveraging TikTok & Instagram
In partnership with TikTok Creator Jackwoodz, songwriters and producers within Sony Music Publishing's roster were featured on TikTok and Instagram Reels to showcase their multi-genre, lyrical genius, and hit-making prowess.
From left to right: Charli XCX, Jozzy, London On Da Track
Rebranding
Pride & Black Music Months
Through collaboration and a killer strategy, our team created initiatives for the Pride and Black Music Months, celebrating them both individually and together.
I've ideated and implemented innovative marketing strategies for Sony Music Publishing (SMP) for over five years, including successfully launching the global social rollout for SMP's first rebrand in 25 years. Since the launch, our Songwriters First initiatives and other missions have resulted in a 57% increase of overall audience growth, including a 23% increase in impressions. Our campaign focus surrounded the one-liner "History is always being written," and our engagement, along with other KPIs, reached historic heights across the board.
The Prototype
The Prototype was created with the goal in mind to develop an original series in an effort to emphasize the diversity and expansiveness of Sony Music Publishing's roster. Producer Archer takes on a journey back in time with recognizable hits and samples that have, today, been used to generate newness while taking us for a nostalgic ride.
This is, the Prototype.
