YouTube Shorts
Artist Breakthrough Moments:
New York, NY

Role: Creative Producer

Spearheading major music promotional campaigns for top 40 music artists through the Shorts platform, my role encompassed social campaigns, viral trends, real-world events, and in-product features on the YouTube Shorts platform. We harnessed the full power of YouTube's reach and promotional capabilities by orchestrating global, multi-faceted breakthrough moments that generated massive buzz and engagement around new song/album releases.

Overseeing all the YouTube design deliverables and assets to tease and announce the new music, we activated a wide network of paid creators, influencers, and Gen Z passion points on and off the YouTube platform to seed the campaigns. Through strategic promotion across Shorts, social media, influencers, and grassroots creators worldwide, we aimed to ignite viral, global movements with the artist's music at the center. As Shorts is YouTube's #1 business priority for 2024, I lead these high-profile breakthrough artist campaigns while closely collaborating with the music and partnerships teams to optimize impact and the product team.

Each campaign followed a multi-phase rollout designed to build anticipation, engage fans, and drive creations at each Tease, Engage, and Launch phase.