Content Programming
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Music Editorial
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Strategic Partnerships
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Music & Entertainment Sponsorships
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Content Programming 〰️ Music Editorial 〰️ Strategic Partnerships 〰️ Music & Entertainment Sponsorships 〰️
PORTFOLIO
Women In Hip-Hop
Overview
TikTok celebrated both Black History Month and Women’s History Month by putting a spotlight on the incredible talent within the world of female Rap. Recognizing the platform as a powerful career launchpad for aspiring women rappers, TikTok embarked on a week-long #WomenInHipHop campaign that not only celebrated the next wave of female rappers but also amplified their voices and stories.
To highlight the perspectives and experiences of Black Women in Rap, I led a collaboration with Canada's largest music media brand, MuchMusic to produce compelling interviews with some of the most influential rappers, including Rico Nasty, ExMiranda, Haviah Mighty, and Big Boss Vette. We further extended our reach with a billboard positioned above Scotiabank Arena in Toronto with Big Boss Vette, ExMiranda, Latto, Monaleo, and Coi Leray, a “RapGirlies” playlist banner on TikTok’s North American Sounds page and an in-feed video with rapper, Monaleo, to launch the hashtag campaign for #womeninhiphop.
My Role
Music Editorial - Playlist Curation
Agency - Creative Direction and Branding
Press - Pitch Creation
Media - MuchMusic Interview Series
Artist Partnerships - Communications and Outreach
“TikTok has become a career starter and I love it. I think it’s dope that artists are able to share their art on an app for fun and are granted opportunities to sustain themselves and their families, I think it offers women a broader audience and fresh ears. I love how you can casually scroll and hear a song that resonates with you. Your first introduction being the art itself gives artists the opportunity to be heard without bias.”
Results
Out-Of-Home billboard promotion to Big Boss Vette, Monaleo and ExMiranda’s social posts to their combined 950K Instagram followers
14.6M video views and 80K likes on the campaign’s in-feed video ad
5 new genre & themed playlists
Press coverage in Teen Vogue and POPSUGAR
Over 500K video views on MuchMusic’s interview series
TikTok JUNO Fan Choice Award
Overview
In partnership with the JUNO Awards, the Canadian Academy of Recording Arts and Sciences (CARAS), and the Canadian Broadcasting Corporation (CBC), TikTok Canada launched the TikTok JUNO Fan Choice Award — the only fan-voted category for Canadians to cast their votes exclusively on TikTok. For three years consecutively, I project managed one of TikTok Canada's most significant partnerships, one that brought together the essence of Canadian fans and the power of the TikTok community.
In the latest edition, Latin singer-songwriter, Jessie Reyez, and the most-followed Canadian creator, Kris Collins (@kallmekris), co-presented the coveted award to the winner and Rock sensation, Avril Lavigne. Tens of thousands of enthusiastic fans rallied behind their favourite nominees generating millions of votes and tens of millions of video views, all in the spirit of celebrating the essence of Canadian music.
My Role
Project Lead
Legal - Agreement and Deliverables
Finance - Sponsorship Fees + Negotiation
Brand Marketing - Voting Hub Assets
Product Marketing - Voting Hub Creation
Marketing - Voting Hub Promotion
PR - Pitch Creation
Artist Partnerships - Outreach and Presenter Selection
Creator Partnerships - Outreach and Selection
Social - Red Carpet Hosting, Content capture, Asset Organization
Recap Presentation
Promotion
App Store Integration
Short Form Content on MuchMusic’s TikTok
In-Feed Video Ad
@TikTokCanada and @MusicOnTikTok Social Posts
Weekly In-App Push Notifications
TikTok Newsroom Post
TikTok Music Newsletter
National Press
2.95M votes (2x the previous year’s results)
22.5M video views on all mentions of the JUNOS
6,494 daily new users
80+ press mentions
Exclusive red carpet content to TikTok’s owned channels
Osheaga Music & Arts Festival
Overview
TikTok joined forces with the renowned OSHEAGA Music and Arts Festival, serving as the festival's exclusive livestreaming partner. Alongside Evenko, the Quebec-owned parent company of OSHEAGA, I propelled one of Canada's most prominent music festivals onto a global stage, allowing fans globally to watch the main stage performances on TikTok.
These exclusive and free live sets showcased 2022 headliners including Future, Burna Boy, Machine Gun Kelly, and Glass Animals, and were hosted on OSHEAGA's TikTok profile (@osheaga_festival) throughout the weekend. The 3-day livestream not only met but surpassed watchtime benchmarks and gathered a virtual audience of hundreds of thousands of viewers, each sharing in the magic of OSHEAGA.
My Role - Project Lead
Legal - Agreement and Deliverables
Finance - Sponsorship Fees
Brand Marketing - Asset Creation
Production - Livestream
Social - Content Creation
Artist Partnerships - Outreach and Onsite Content Capture
Programming - Content Hub Creation
Marketing - Livestream Promotion
Insights + Results
Promotion
App Store Integration
Video Content on @MuchMusic
MusicOnTikTok Social Posts
Push Notifications
TikTok Music Newsletter
TikTok Newsroom Post
Osheaga Hub on TikTok
Jalebi Baby
Global Marketing Campaign
Overview
Hitesh Sharma, better known as Tesher, grew a loyal fan base on TikTok and saw a fast meteoric rise to fame. In late 2020, he created an original song “Jalebi Baby” and after gaining significant momentum, the most followed artist on TikTok, Jason Derulo, discovered and hopped on the track to release an official remix and music video. Upon my discovery of the Canadian artist’s viral hit in early 2021, I managed the only Canada-led global music marketing campaign at TikTok just ahead of Tesher’s collaborative release with Derulo.
The campaign was a masterclass in TikTok marketing, comprising a diverse range of elements for maximum reach and impact including:
TopView Ad: The first video a user sees upon opening the TikTok app
Out-Of-Home: A billboard outside the Pendry Hotel in Los Angeles
Global Social Campaign: Posts to TikTok’s owned social channels across 13 markets
Discover Banner: A banner on TikTok's Discover page to millions of Canadian users
Sounds Page Banner: A banner on TikTok’s Sounds page leading directly to the sound
Global Playlist Placement: Strategic placement across the global TikTok community
Results
Over 3M creations to the original version on TikTok
Remix streamed more than 100 million times
Peaked at #4 on Shazam global chart
Debuted at #16 on the Billboard chart
Platinum Record in Canada and Poland
#1 on the UK Asian Music Chart
#8 most searched song on Google’s 2021 Year in Search report
Nominated for JUNO Breakthrough Artist of the Year
Performance with Simu Liu on the JUNOS
Hit #1 in 22 countries
Interview on the TODAY Show with Jason Derulo