The Motivation
As a avid music lover, concert-goer, and ex-livehouse worker,
I want to help rising artists to have a great career.
The Opportunity
I self-taught photography and I learned how to work with people who were not used to being taken photos.
I learned how to work with data, but not everyone is a datahead, especially for some artists.
I developed my skills in Art direction and Creative Strategy, but not all artists are visual thinkers.
The Project
I am offering my services at a discounted rate for all the rising artists so they can get the support they need for the next stage of their career.
Services: Artist Marketing, Marketing Strategy, Photography, Art / Creative Direction, Creative Strategy, Content Strategy, Branding, Data Analytics
open for new projects!
-
Digital Marketing @ Stent Music Group
I spearheaded the digital marketing efforts across multiple platforms for our entire roster of artists. My role involved coordinating the branding and developing comprehensive marketing strategies for new releases and tours. A key achievement was significantly increasing TikTok engagement, growing our artists' followers by 22%. Additionally, I managed to sustain consistent growth in Spotify monthly listeners and followers over a six-month period. My responsibilities also extended to expanding our artist's presence on key Chinese platforms such as NetEase, RED, and Douyin, which opened new demographics and increased our global footprint. I delivered weekly performance reports on social media metrics, providing actionable insights that continuously refined our marketing strategies. These detailed campaign reports were instrumental in shaping the direction of our digital marketing efforts, ensuring they aligned perfectly with our overall business objectives and enhanced artist visibility and audience engagement.
NERIAH's blue theme for her Don't Let Go release and red theme for her Red Flag release
sample reports
Spotify Growth: NERIAH has seen a significant increase in Spotify monthly listeners, growing by 53.75% since the release of "Don't Let Go," with a +4.89% Week-over-Week increase recently. This growth reflects strong engagement with her latest single “Don’t Let Go,” suggesting that it is resonating well with both new and existing listeners. Additionally, 18% of streams for the single come from listeners' own playlists and libraries, highlighting a solid base of organic listening.
Social Media Engagement (Instagram, TikTok): NERIAH's social media presence has strengthened across platforms. Instagram followers have grown by 1.87% over the past three months, with increased engagement levels since the new releases. TikTok has seen even stronger growth, with a 19.8% increase in followers, reflecting successful content and ad strategies. Despite the higher growth on TikTok, Instagram continues to show steady engagement with an average of 2,082 likes per post and a 0.82% engagement rate.
YouTube: NERIAH's YouTube channel has experienced notable growth, with a 15.68% increase in total views and a rise in subscribers by 4.18% over the last three months. The release of "Driving Weather" has contributed to a spike in subscriber growth, suggesting that fans are engaging with her visual content alongside her music.
Diverse Fanbase and Demographics: NERIAH’s audience is diverse, with a balanced gender split on Instagram (46.2% female and 53.8% male) and a high percentage of English-speaking followers (63.05%). She has substantial engagement from major global cities such as Los Angeles, NYC, Delhi, and Jakarta, highlighting her global appeal.
Challenges on Apple Music and Pandora: Despite growth on Spotify and YouTube, NERIAH has faced a decrease in listeners on Apple Music, with monthly listeners down 8% and streams dropping by 14%. Pandora's monthly listeners have also decreased by 15.92%, although streams have seen a 13.08% uptick, indicating that engaged listeners are playing her music more frequently.
Merchandise and Monetization: Merchandise sales totaled $x over the past three months, with fans showing a preference for higher-priced items like the surprise autographed picture (the average order value of $x, which is promising).
Community Building on Discord: NERIAH's Discord community continues to grow, with 66 new members and an active core of 23 new communicators. Although new member retention has dipped slightly, the community remains engaged, as reflected by over x messages sent within the last period.
Radio Airplay: The singles “Driving Weather” and “Don’t Let Go” have received radio play globally, with “Driving Weather” making up x% of total plays. This indicates strong interest from radio stations and listeners.
Overall, the strong growth on Spotify, YouTube, and TikTok, along with engaged communities and solid merchandising, suggests that NERIAH's recent releases are positively impacting her reach and fanbase. Focusing on re-engaging Apple Music listeners and enhancing community retention could further amplify this momentum.
-
Creative Directing, Artist Marketing & Social Media Content Strategy (and some design work), Analytics
When Super Smack is preparing for his new 2023 album, "Booty & The Brain", he was looking for someone to help with his creative and visual direction. We were connected through LIONS SHARE, a community dedicated to help rising Asian creatives. I was initially brought on to advise on creative strategy for his content. Slowly, I started to advise on artist marketing strategy beyond just content, including: Album visual directing, photoshoot creative direction & production, merch design, CD packaging design...
Creative Directing: Album Photoshoot
8 different fits, 2-week preparation, 4-hour shoot
Creative Directing: CD & Merch design
Social Media Performance Analytics
Smack would like to track the performance of his content on Instagram, TikTok, YouTube, and Spotify. I built a dashboard with Google Looker Studio that aggregates all the data in one place.
Spotify performance dashboard with the ability to filter by date range and tracks.
Monthly Social Media Report (snapshot)
Smack finds this report incredibly helpful as it reports on content based on the content category (eg. skit content vs fitness content) and it helps shape next month's content strategy.
Social Media Content Strategy Advising
A good part of Smack's music is about Asian American identity. I advised him to incorporated such thinking into the content strategy and has helped boost engagement.
https://www.instagram.com/reel/CruMhYXpfnR/
-
Shanghai Phantom is a multidisciplinary artist and a fashion stylist. He has a sense of visual direction he wanted to purse but needed some additional help to bring it to life.
This session was less planned and more relaxed, "let's just go with vibe". I worked with Shanghai Phantom and his friend JayHu. The photos boosted their social media page engagement by at least 200%.
Here are some of the final photos.
Shortly after, I was able to book Shanghai Phantom for a performance at Neue House's Lunar New Year event.
This partnership has converted to a long term one. More shoots and events incoming!
-
Photography, Art Direction
LO LA had trouble in the past getting photos that met her expectations. During our initial meeting, I spent extra time talking with her and unfolded her needs. For her single "PCH", she wanted the visuals to remind people of "PCH" (Pacific Coast Highway) and "Harry Styles". I develop a personalized mood board, picked out her outfits and advised on her makeup. Here are some of the final photos.
-
