insane: the visual
client: jhetti rose, an indie R+B artist
project overview: i was the director and creative director for the visual. i also helped in curating content for the artist to post on socials. i analyzed the data from youtube and instagram to strategize best marketing practices.
keywords: digital marketing| content strategy| content management|data analysis|creative direction| consultation
the break down.
In preparation for the premiere of the visual, I advised my client that the trailer and the BTS should be released first to get her audience excited about the single and visual release. When developing marketing strategies for an indie artist, we have to be intentional about how and when we roll out content to keep the audience engaged and expecting. In this case, my client hadn’t posted anything on her socials in 3 months, so the release of an eye-catching trailer was the best move and would catch her audience by surprise. The “surprise” tactic when releasing new music after being silent for a time, is a nod to Beyonce with her self titled release back in 2013. Many upcoming artists like to use this formula; and while it can be loaded with many cons, in the case of my client, it worked perfectly.
how i think
Every project that I work on uses one formula: Consultation, Conceptualize, Create. During my consultation with a client, I ask intentional questions that range from technical to trivial. The smallest details matter. Using Figma helps me to stay organized, and keep my “why” and the “why” of the client aligned. From conceptualization to creation, we take what we’ve learned from the consult to develop content, hire the right team, choose marketing strategies, and release the best product possible.
data
I assisted my client in curating relevant content for the release of her first visual. I also analyzed her analytics from multiple platforms to inform best practices for her next visual.
Accounts engaged:
Before launch - 350
After launch - 2,525
% change - 720% increase
Followers:
Before launch - 4,015 followers
After launch - 4,192 followers
1-month post-launch- 4,393
% change - 4% increase
