Entertainment · Jan 2022 – Jan 2023 · via Robeson Parks
Pandora
Pandora is the original music streamer, powered by The Music Genome Project®. But Drake said it best: “it ain't about who did it first, it's 'bout who did it right.” The job was to win back the young, diverse audience Spotify had captured.
My role
- Content Strategy
- Copywriting
- Brand Guardrails
- Channel Strategy
- Competitive Audit
- Social Content Strategy
City Vibes: Atlanta + HBCU
Content Strategy + Copywriting
The first assignment was Pandora City Vibes: Atlanta — a concert and station featuring JID, Money Man and Jacquees — followed by an impactful HBCU campaign.
Coverage & links
Social Media Playbook
Brand Guardrails + Channel Strategy + Competitive Audit
Pandora asked: should we create a separate account to target Black & Latin audiences? The research said no — the brand didn't yet have the credibility, and should authentically shift its existing presence instead. The playbook laid out how.
New Music Fridays
Social Content Strategy + Copywriting
Every Friday, every streamer posts the same artwork with a click-through link. To stand out, I ran hours of social listening and trend deep-dives, then curated ideas for an art director to bring to life.
Artists began organically resharing the content — most notably SZA — building affinity with the platform and hitting content KPIs.
Next project
Bai