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Episode featuring Kali Uchis
Episode featuring Kali Uchis
Episode featuring Kali Uchis
Episode featuring Kali Uchis
Excelsior Album Rollout
Roc Nation
Artist Marketing
Dates:
January - June 2025
Role:
Artist Marketing Intern
Experiential Marketing
Social Media Marketing
Brand Partnerships
Producer/Editor
Tools:
Adobe Premiere Pro
Adobe Photoshop
Adobe Illustrator
Microsoft Powerpoint
Team:
Artist Marketing
Some Context
• As an Artist Marketing Intern at Roc Nation, I supported a wide range of marketing initiatives across the board.
• My responsibilities included seeing projects through from concept to execution—whether developing brand partnerships, coordinating experiential marketing
efforts, or crafting social media campaigns for Roc Nation’s diverse roster of talent.
Marketing Objectives
• Develop a unique, high-stakes concept that captures attention and
drives intrigue.
• Establish an elevated, alluring, mysterious, and dramatic tone
throughout campaign assets.
• Expand and strengthen presence and audience engagement across
Benny the Butcher's social media platforms.
Campaign Strategy
• Developed a pitch deck featuring a range of campaign ideas
tailored to Benny’s creative vision and overall marketing goals.
• Presented the concepts to artist management and subsequently pitched directly to the artist.
Album Announcement
• I conceptualized a “burnaway cake” activation to announce the album: an original, budget-friendly idea that had never been done before. It visually captured the
mood and tone of the album while generating intrigue and shareability.
Process
• Secured a brand partnership with a small business, negotiating a trade deal in which the baker provided the cake free of charge in exchange for a tag on Benny
the Butcher’s social media.
• Designed custom cake graphics for the reveal using Adobe Photoshop and Adobe Illustrator to align with the album’s visual identity (see below).
• Directed, filmed, and edited the Excelsior announcement reel using Adobe Premiere Pro.
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