PRIMARY WAVE MUSIC
DIGITAL MARKETING | ARTIST & CATALOG
Architected digital narratives for a roster of legendary artists and musical catalogs, including Smokey Robinson, Bell Biv DeVoe, Justin Hayward, Skid Row, CeeLo Green, Count Basie, and Donny Hathaway. I specialized in bridging the gap between iconic heritage and modern digital trends, transforming these celebrated careers into high-engagement brand narratives.
FEATURED PROJECTS
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FEATURED PROJECTS *
Client: The Estate of Count Basie/Basie Orchestra
The Concept: To celebrate Jazz Month on the official Count Basie channels, I conceptualized and executed a campaign centered on Basie’s role as a "King of Swing." I identified and researched nine legendary jazz legends who worked closely with Basie, creating a series that highlighted his immense influence and central position within the genre’s history.
JAZZ LEGENDS
Strategic Execution:
Curated Storytelling: Developed a content narrative that used Basie as the "connective tissue" between other jazz greats, positioning his archive as the definitive hub for the genre's legacy.
Cross-Platform Engagement: Managed the campaign across social platforms, treating the deceased artist’s account as a high-prestige legacy archive while driving modern engagement.
Performance Tracking: Monitored Meta Insights to iterate on content real-time, focusing on social engagement and community growth.
DONNY’S DIGITAL REBIRTH
Strategic Execution:
Visual-Audio Synthesis: Curated rare archival footage to connect Hathaway’s legendary voice to his visual identity for a digital-first audience.
Intentional Storytelling: Utilized high-impact performance clips to foster emotional connections between the artist’s heritage and modern music creators.
Multi-Generational Reach: Orchestrated a content strategy that re-engaged legacy fans while simultaneously introducing Hathaway’s genius to a new demographic.
The Impact
Reach: Generated millions of impressions through the strategic use of high-profile collaborations and historical narratives.
Conversion: Successfully funneled social traffic into thousands of playlist saves for a curated Jazz Month playlist.
Growth: Proved that legacy accounts can maintain high relevance by leaning into deep-dive research and artist-to-artist connections.
SMOKEY’S SONGBOOK
Client: Smokey Robinson
The Concept: With zero artist access, I developed a ‘short-form’ video series by mining decades of archival interviews. I intentionally ‘sniped’ and edited high-value storytelling moments into a series of digestible, track-by-track narratives, bridging the gap between Smokey’s legendary songwriting history and modern, fast-paced digital consumption.
Strategic Execution:
Narrative Extraction: Analyzed hours of footage to isolate the most compelling “origin” stories behind some of Smokey’s iconic hits.
Short-Form Optimization: Edited archival footage into high-impact, “snackable” segments designed specifically for high-retention algorithms.
Strategic Curation: Proved that a high-engagement campaign could be executed with zero new production costs through intentional editorial curation.
Client: Donny Hathaway’s Estate
The Concept: Leveraging Donny Hathaway’s legacy as a supreme vocalist and songwriter, I developed a strategy centered on nostalgia-driven discovery. By mining rare archival interviews and performances, I bridged the visual-audio gap for a new digital audience, connecting his iconic voice to his image for a whole new generation. Through intentional curation and storytelling, I was able to catapult his presence into the modern digital hemisphere, engaging both long-time fans and contemporary musicians inspired by his work and legacy.
TOOL STACK
ADOBE PREMIERE | CAPCUT | GOOGLE SUITE | DISCOGS | CANVA | ASANA | TIK TOK STUDIO
META BUSINESS SUITE | MANYCHAT | STREAMYARD | TALKSHOP LIVE