Portfolio
Isaiah Falls - Drugs n’ Lullabies
From viral moments to long term growth
Isaiah Falls needed to capitalize on the momentum from his single “FLORIDA BABY” going viral in the spring. Rather than let this moment be a flash in the pan, we found a way to leverage it as a lasting career milestone.
With the right marketing direction and DSP strategy, we focused on building visibility, driving streams, and pulling his fanbase through a funnel. From there, we built a plan to position his summer EP Drugs n’ Lullabies for maximum impact.
The Results
Visibility: 6 playlist covers, 2 Apple on-platform nods, placements across multiple territories.
Video Traction: “Florida Baby” official music video hit 1M views in 2 weeks.
Streaming: Drugs n’ Lullabies hit 15M streams in the first week.
Charts: Landed in the Top 15 Apple Music R&B albums.
Fan Growth: +80K Instagram followers and +16K TikTok followers in three months.
Madlib, Your Old Droog, Droogie Otis - “THe Edge (feat. Killer Mike)”
Building the foundation for a new label launch
When you’re launching a new label, the music is only part of the equation. To make an impact, you need the right infrastructure like clear communication between creative, radio, press, and distribution, so every moving piece works together.
By providing product management and social strategy, I helped connect the dots across the team ensure that Madlib’s debut album release under his own label proceeded with clarity and impact.
The Results
Operational Clarity: Built a framework for communication across creative, radio, press, and distribution teams.
Project Positioning: Successfully introduced the Droogie Otis collaboration as the label’s flagship moment. Comparative to the first single from the project, we saw the volume of streams increase by more than 55%.
Momentum: Within the first week of re-launching socials, we had a 127% follower growth rate to 1,394 followers, garnering 392,852 impressions, 91,752 unique accounts reached, 7,015 profile visits, and we drove 760 visits to the pre-save.
Data Collection: During a span of 7 days, we collected data from 48% of our entire following to later market direct merch, music and experiential sales.
Vic Mensa
When you’re selling a story-driven project like sundiata, socials alone aren’t enough, you need direct access to the fans most likely to act. That’s where digital and fan strategy made the difference. By leveraging CRM channels, I built and executed an email and SMS retargeting campaign that carried Vic’s voice authentically while driving fans to purchase directly through Instagram.
I provided digital and fan engagement strategy copywriting and executing a retargeting campaign, I built and delivered messaging that felt native to Vic’s voice while nudging fans toward purchase on EVEN.
The Results
Sales Impact: Email alone drove ~15 direct sales within one week of launch.
Fan Engagement: Campaign emails averaged a 45% open rate, well above industry benchmarks.
Cross-Channel Retargeting: SMS and email touchpoints worked together to keep Sundiata top of mind, extending the life of the drop beyond initial social posts.
Turning Fans into Buyers with Direct Messaging
DSP Partnerships Support
