The goal: create a content strategy for UMI to create community as she releases music during her album cycle and create and edit content on site.
- created a three month content strategy for UMI that spanned from the beginning of the year to 30 days after the release of her single "Sorry"
- Captured content on set for UMI during the music video shoot of "Sorry"
- Worked with BLKGRLSTUDIOS to produce a TikTok influencer campaign for UMI's single "Sorry"
- Daily social media posting and community management
- Produced a content day for UMI to shoot and create content for the month including still photos, polaroids, reels/TikToks, and youtube content.
- Created an online activation in support of UMI's single "Sorry" for fans to summit anonymously what they are unapologetic for.
For UMI the strategy was to stay in the conversation for alt R&B and AAPI women n R&B. I spent time interacting and talking to fans, creating moments online for fans to talk and hear from UMI directly (Full moon w/ UMI) and ideated events that brought out community to support her personal niches: veganism, mediation, tarot reading etc while sharing her music.