Digital Marketing
As a digital marketer, I have a global mindset in understanding diverse consumer and community behaviors and have a track record for successfully building and rebuilding brands like Sony Music Publishing and Kobalt Music Group. At Sony, I oversee US organic social and provide leadership and mentorship for 20 global account leaders. So far, my team has boosted Sony's total social media following by 360% — which includes a 163% increase on LinkedIn alone, in addition to a 8% increase in impressions. During my time at Kobalt, I organically grew the largest independent music publisher’s comprehensive audience by 173% — that included a 262% increase on Instagram alone, in addition to a 411% increase in impressions. Below is a brief overview of what I’m currently working on at Sony as well as initiatives and series I created, developed, and executed — from preliminary ideas to social copy — alongside talented graphic designers and video editors throughout my tenure at Kobalt.
Women’s History Month
We have the distinct honor of working with some of the most brilliant, passionate, and talented people in the business, who happen to be women. Their reflection of multiple genres, disciplines, experience, race and cultures, makes them powerful. Their unified love for music, and its ability to impact and empower creators, makes them SMP.
Spot your name, and know, we’re the lucky ones! 💜
I thought it would be great to celebrate all women-identifying SMP writers in a single post to share on International Women’s Day. So, I enlisted my fellow global social managers to compile their respective lists and worked with our graphic designer to create an equally inclusive and striking graphic. My team then made sure all social pages posted it on the same day, at the same time, and with the same caption to emphasize our internal and external unity. It was the first time we had done this since the rebrand and was so exciting to see it accomplished!
Women have been an integral part of history since the dawn of time. But this month in particular we’re taking time to reflect and celebrate 𝕥𝕣𝕒𝕚𝕝𝕓𝕝𝕒𝕫𝕚𝕟𝕘 women for their significant contributions to our society.
We have the honor of working with some of the world’s greatest songwriters and artists who happen to be women.
Their individual efforts are 𝙖𝙙𝙢𝙞𝙧𝙖𝙗𝙡𝙚.
What they achieve ᴛᴏɢᴇᴛʜᴇʀ is 𝙞𝙣𝙘𝙧𝙚𝙙𝙞𝙗𝙡𝙚.
We rise ᴛᴏɢᴇᴛʜᴇʀ. We write ᴛᴏɢᴇᴛʜᴇʀ. We win ᴛᴏɢᴇᴛʜᴇʀ. We perform ᴛᴏɢᴇᴛʜᴇʀ. We record ᴛᴏɢᴇᴛʜᴇʀ. We make hits ᴛᴏɢᴇᴛʜᴇʀ.
super bowl lvii
DON’T ACT LIKE YOU FORGOT, ROBYN RIHANNA FENTY HAS PUT IN WORK WORK WORK WORK AND SHINED BRIGHT LIKE A DIAMOND SINCE 2005. SHE MIGHT’VE TAKEN A BRIEF BREAK TO BE A BOSS BUT HAS RETURNED TO STICK OUT TIL THE END. TONIGHT SHE STOOD UNDER ALL OF THE LIGHTS, LET IT BE A FIRE, AND MADE US ALL FEEL LIKE THE ONLY GIRLS IN THE WORLD. WE’VE NEVER FORGOTTEN HER NAME BUT WE WERE DEFINITELY REMINDED WHO RUNS THIS TOWN TONIGHT ✨🏈💫👑
Most social media experts know that risks are an everyday part of their job. The hope is that they’re painless, regularly leading to reward, but that’s not always the case. This time, however, it was. In celebration of Rihanna’s return to the stage for the first time in five years, I branched out, went a bit off-brand, and wrote an organic caption that likely made some cringe, but ultimately led to the post becoming Sony’s third highest in reach and impressions in two years.
Black History Month
Whether released 5, 15, or 50 years ago, there are some albums that just stick.
They change the culture.
They define generations.
They’re timeless.
We strive to celebrate Black creators every day, but this month in particular we’ll be taking a walk down memory lane each week reviewing the incomparable creativity and countless contributions of Black songwriters, artists, and producers throughout history.
Black history is American history. Black music is American music.
The Rebrand
More than 25 years after merging with Michael Jackson-owned ATV music in 1995, we rebranded as Sony Music Publishing in February 2021. With it came a long-term global social plan I had the pleasure of leading that began with teasers juxtaposing a significant part of our history — the slogan History Is Always Being Written — with our new cobalt blue color that would be featured in our redesigned logo. The graphics, created in partnership with 14th & Market, were a thrill to develop. The best part of the campaign, however, was when all SMP social pages — from Canada to Australia — mirrored each other, emphasizing a pending, exciting change but also the importance of collaboration and teamwork.
Legacy Highlights
Carlos Vives
Carlos Vives has been deeply involved in the arts for over 30 years, beginning with acting. And, while he’s successfully played a myriad of roles throughout that time it was his portrayal of Vallento composer, Rafael Escalona, in the Telenovela, Escalona, that led him to become a household name as an artist in 1991. Two years later, with the release of Clásicos de la Provincia, Vives did the unheard of — and ruffled a few feathers in the process — as he fused Vallento with Rock, Pop and other traditional rhythms native to Colombia’s Caribbean region.
Soon after came La Tierra del Olvido (1995), Tengo Fé (1997), and El Amor de Mi Tierra (1999) along with an overwhelming reception of the new style of music from listeners across Latin America. And, while Vives’s unmistakable passion and unique stage presence garnered the loyalty of fans, it was his deep appreciation and respect for his culture’s robust history alongside his quest to popularize it globally that sold critics.
With hits like “La Gota Fría,” “Pa’ Mayté,” “Fruta Fresca,” “Déjame Entrar,” “Volví A Nacer,” & “Bicicleta," Vives continues to receive notable accolades and is regularly regarded as a pioneer of the new Latin American sound, the father of Tropipop.
Read more here.
Max Roach
The word legend gets thrown around a lot these days, but that’s exactly what world-renowned drummer and composer Max Roach is. After all, we wouldn’t have bebop as we know it without him (or Kenny Clarke), although he mastered countless other styles as well.
His passion for music developed early in the church before his dad gave him his first set of drums in the eight grade. He was a natural. In 1940 Roach debuted with Duke Ellington’s band at just 16-years-old. Over the next 60 years Roach became known as an adventurous virtuoso, constantly challenging himself and audiences, working well outside of standard jazz instrumentation and traditional jazz venues once telling the New York Times in 1990: “You can’t write the same book twice. Though I’ve been in historic musical situations, I can’t go back and do that again. And though I run into artistic crises, they keep my life interesting.”
In addition to breaking barriers and transposing tradition, Roach firmly believed in creating music that meant and said something. In the early 1960s he was one of the first to use jazz to address racial and political issues with albums like “We Insist! Freedom Now Suite.
Read more here.
BLACK LIVES MATTER
In response to the murder of George Floyd, and the social uprising that followed, Kobalt felt it was imperative to remind employees, clients, and the public alike of their stance against racism. I was asked to help write all three statements — an invitation to join the company’s newly developed Diversity & Inclusion Governance Board followed soon after.
In addition, I thought it was equally important to celebrate our Black artists always but especially during such a volatile time — thus began the creation of Black Gold: as precious to us as they are to you. The playlist features over 100 songs from Black Kobalt artists, songwriters and producers and has been used in multiple ways, including to share with music supervisors eager to include a diverse assortment of music in various TV programs and films.
PRIDE 2020
Pride isn’t limited to one period of time — living with confidence and self-respect, particularly those who have been socially marginalized on the basis of their race, identity, culture and experience is any every day thing. But during June — in honor of 1969 Stonewall Riots — we sought to celebrate our LGBTQ+ artists, colleagues, and partners by featuring their voices, thoughts, and experiences. From honoring trailblazers that helped pave their way to freedom and acceptance, to sharing their own quotes or song lyrics pertaining to their identity and/or orientation, we promoted a wide array of equally enlightening and exciting content.
Pride 2019
EXECUTIVE HIGHLIGHTS
Executive Highlights are an opportunity to celebrate Kobalt employees — for everyone from colleagues to the general public to learn more about them, what they do, and about the company through it all. We sought to achieve this through several different aspects — photos, questions, a light-hearted quiz, and a playlist of songs that have changed their lives.
NEW MUSIC FRIDAY
In an effort to highlight the plethora of music released by Kobalt artists, songwriters, and producers each week, we created New Music Friday — a spinoff of Spotify’s popular playlists. Every Friday we’d share a playlist featuring new albums and songs across socials, congratulating the creates for their work.
Conversations With Creatives
UP NEXT
Up Next is a social series that features an up and coming Kobalt artist alongside a recent release (or tour). It’s a simple yet effective way of highlighting talent that Kobalt’s creative team witnessed early on.
Featuring
Channel Tres
Slow Hollows
KINGFISH
Dana Williams
Mia Gladstone
See more on Kobalt’s Instagram highlights here.
2020 GRAMMYS
Music’s biggest night is always cause for celebration. From highlight reels to animated graphics we sought to recognize all Kobalt nominees as well as those who contributed to nominated works.
GOOD COMPANY with Mahalia
In support of her highly anticipated debut album, Good Company, we sat down with the lauded British singer-songwriter to discuss the record, the origin of its title, and what drew Mahalia to music to begin with.
Watch on YouTube here.
HISPANIC HERITAGE MONTH
Kobalt’s inaugural observance of Hispanic Heritage Month began in 2019 with various social series and events. First up was When I Hear, where a wide array of Kobalt employees tapped into their nostalgia and sounded off on a song that will always hold a special place in their hearts. A new addition to the beloved series [Mis]Conceptions and Chilleando En Miami! — a special feature on Kobalt’s Miami office — ensued shortly after.
2020 included a deeper focus on Kobalt’s Latin roster such as highlighting some of the most popular songs and videos from that year as well as some of the executives that work with them daily.
When I Hear…
Escuchemos
[Mis]Conceptions
From Brazil to Spain, Argentina to Venezuela, there are major similarities (like language) and differences (like ethnicity) between Hispanic, Latin, and Spanish people. All should be equally celebrated and understood. In this series we talk to various Kobalt staff members about the facts — those both fun and imperative to understand.
Learn more about the [Mis]Conceptions series here.
WHAT KEEPS YOU CREATIVE
Sam Taylor
Although relatable, creativity is relative. We’re all inspired by different things and in different ways. In this new photo series, we ask members of the Kobalt team what spaces, places, or things help keep them creative.
For Sam Taylor, EVP, Creative it’s a simple yet stylish space filled with iconic imagery and inviting scents. It’s a set of keys that put him in the driver’s seat — the place where he knows a song’s special. Most important, it’s relationships that are able to be maintained through the phone that rarely leaves his hand.
Leslie Ahrens
There are many words to describe Leslie Ahrens, VP, Creative, Latin America, but ‘vibrant’ is perhaps the most comprehensive. Just look at her desk; it’s riddled with colored pencils and comforting collectables. She’s full of life, laughter, and is always prepared.
We flew down to party in the city where the heat is on and learned more about her, like what she keeps in her bag. Her air pods, wallet, and phone are staples. In fact, her job would be tough without the latter, considering Whatsapp i s the prime form of communication between her and artists. From there it’s a beauty guru’s playground, featuring multiples cents and glosses.
More features…
HELD UP WITH THE HITMAKERS
3 producers. 1 song. 1 winner.
Music transcends all barriers, and producers J White, Blaqnmild, and Jahaan Sweet are here to prove it. Last week they virtually linked to create a track. Jahaan (Post Malone, A Boogie wit da Hoodie) kicked things off before Blaqnmild (Drake, Big Freedia) stepped in, and J White (Cardi B, Meg Thee Stallion) brought it home. Now, it’s your turn. We want to see who can write the best verse or chorus.
Watch here.
SYNCH MONTH
In 2018, Kobalt’s global synch team expanded to 8 cities, 6 countries, and 4 continents — bigger and better than ever. In this social series followers got to know the masterminds of putting music to picture. From Hong Kong to Miami, Los Angeles to Stockholm, we spanned the globe through their eyes, stories, and placements. It was a unique commemoration of “more music in more places!”
HIP-HOP MONTH
In August 2018, we honed in on Hip-Hop and R&B at Kobalt as the company’s stake in the essence of popular music became increasingly notable. From synchs to new signings we kept followers up to date with exciting developments, and ended the month with an outstanding performance at the Hip-Hop and BMI Awards in Atlanta — Kobalt took home over 10 plaques that evening, further substantiating our growing presence in the beloved genre.
Take a look at the highlights here.
BLACK HISTORY MONTH
In Kobalt’s inaugural celebration of Black History Month (2018), we asked some Black employees to speak on a Black Kobalt artist who's influenced and/or inspired them. The response was overwhelming, leading to one quote card becoming Kobalt’s most liked social post to date.
LOVE SONGS FOR NO ONE
Valentine’s Day evokes mixed emotions. Whether you’re single or boo’d up, we all can appreciate a good love song. But, not all of us can bust out an original, using 5 completely random words, in 20 minutes. Luckily some of Kobalt’s most talented songwriters and producers are professionals. Catchy, witty, and incredibly amusing, it’s only a matter of time before these tracks are stuck in your head.
BIGGEST YEAR YET
2019 Grammy Nominees
Song of the Year
Album of the Year
Record of the Year
2018 marked Kobalt’s Biggest Year Yet when over 100 artists, writers, and producers received 61st Annual Grammy nominations for the first time in the company’s nearly 20-year history. For the remainder of the year, leading up to the popular ceremony, we sought to celebrate them, colleagues, and partners alike for their hard work and notable achievements. Some received multiple Grammy nominations, others were featured on coveted year-end lists, some were simply particularly exciting new signings, all were commendable, key components of Kobalt’s new success.
2018 Year in Review
Leading up to 61st Annual Grammy Awards we chatted with a few nominees on Instagram Live about everything from how they got started to exactly what it took to create songs that topped the charts before becoming nominated for the prestigious award.
Off The Charts
featuring Amy Kuney
featuring Matt Squire
featuring Lalah Hathaway
