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Universal Music Group
Created and delivered dynamic social clips, Spotify canvases, and ad content that elevated artist visibility, while partnering with creative and management teams to execute timely, high-quality campaigns.
Capitol CMG TikTok:
+400% audience growth
Fastest relative lift among major handles
1.2+ million views
143,000 likes
All content edited & published (three month window)
01 - About Capitol CMG
Capitol CMG is a division of Capitol Music Group, a Universal Music Group company. The label's mission is to serve artists and writers in creating music that impacts the lives of consumers with a positive message.
02 - My Role
Capitol CMG Creative Design Video Intern
June 2022 - August 2022
- Created social clips, Spotify canvases and ads derived from music and lyric videos to post on both artists' and the official Capitol CMG social pages.
- Presented at meetings with Video & Creative teams to fulfill creative requests on time.
- Collaborated with artists’ management teams to promote their brand and showcase talent on high-profile platforms.
03 - Creative Strategy
- Create engaging social videos to be used to promote artist's music
Choose three 30-second clips from music, performance, and videos for artists to post.
- Assist in creating content for CCMG's TikTok
The account had just launched when I joined. The goal was to use the artist's social videos for the label's social media
TikTok: 825.7k views | 104.8k likes
Instagram: 70.1k views | 1.3k likes
TikTok: 286.5k views | 31.8k likes
Instagram: 10.5k views | 610 likes
TikTok: 41.8k views | 2.9k likes
Instagram: 17.6k views | 1.2k likes
04 - Results
In 3 months, Capitol CMG's TikTok had at 400% increase in audience growth.
Created and experimented with making engaging content that the artist's audience enjoyed.
+1.2 million total views | +143,000 total likes​
Artists that I've created content for.
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