TINASHE
QUANTUM BABY
MARKETING ROLLOUT
Developed the marketing strategy for Quantum Baby, Tinashe's latest album. Designed and executed campaigns incorporating brand partnerships, digital marketing, and experiential marketing, driving the success of her breakout single "Nasty" and its follow-ups, "No Broke Boys" and "Cross That Line."
"NASTY" DJ FLASHDRIVE CAMPAIGN
Partnered with Joggy Energy and GoPuff to create custom "Nasty" flash drive dog tag necklaces containing the song's stems. These unique items were sent to over 100 DJs in LA and NYC as part of a care package, accompanied by a personalized note from Tinashe inviting them to play the track in clubs or create remixes.
The campaign quickly went viral online, with DJs and producers praising Tinashe for her thoughtful gesture toward their community. This initiative played a pivotal role in sparking viral trends and remixes for "Nasty."
SHORT FORM
SOCIAL MEDIA PROMO
To boost promotion and drive online virality for upcoming music releases, I strategically scheduled Tinashe for content shoots with viral short-form social media platforms, including That Good Sh*t, Trackstar Show, Rogue, and Harry Daniels. These collaborations garnered over 11 million impressions across TikTok and Instagram.
"NASTY"
LOT RADIO
TAKEOVER
Coordinated a The Lot Radio takeover in Brooklyn, New York, featuring Tinashe and Machinedrum for a free in-person and livestreamed DJ set. Fans gathered to see Tinashe perform live, where she engaged with the audience and debuted remixes of "Nasty" alongside Machinedrum. The event generated viral clips and memes that amplified the single’s success, while offering Tinashe a unique opportunity to connect directly with her fanbase.
"MATCH MY FREAK TOUR" SOUNDCLOUD OPENING ACT CAMPAIGN
Curated a partnership between Tinashe and SoundCloud to launch a nationwide DJ contest for her Match My Freak Tour. Aspiring DJs were invited to submit their SoundCloud profiles for a chance to open a show on her North American tour.
The campaign was a resounding success, receiving over 3,000 submissions from talented DJs. Winners were selected by Tinashe and opened for her across all 23 of her sold-out North American shows. This initiative not only gave rising DJs a platform but also deepened fan engagement, generated excitement around the tour, and strengthened Tinashe’s connection to the music community.
TINASHE x
PELOTON
Tinashe made a surprise appearance during a live broadcast of one of Peloton’s most popular classes, taught by star instructor Tunde. As the class biked to “Nasty,” Tinashe joined in unannounced, creating a thrilling and unexpected moment for both in-person participants and those streaming the session live. This stunt generated buzz across TikTok, X, and Instagram, racking up over 3 million impressions. The collaboration not only brought excitement to the Peloton community but also positioned “Nasty” as the ultimate anthem for high-energy cycling workouts.
TINASHE x
RUMBLE BOXING
To seamlessly integrate Tinashe’s music into the fitness world, we partnered with Rumble Boxing to create a unique and immersive experience. A custom “Nasty” boxing combo was designed, set to a remixed version of the track, giving members an energizing workout tied directly to the single.
To amplify engagement, we launched an in-app contest offering Rumble members the chance to win VIP tickets to Tinashe’s Match My Freak Tour. This partnership not only introduced “Nasty” to a new audience but also engaged fans in a dynamic way that connected Tinashe’s music to their fitness routines.
TINASHE x
SOULCYCLE
Organized for Tinashe to make a surprise appearance at a SoulCycle class led by Trammell Logan in New York City. During the session, she joined the riders as they cycled to her single “Nasty.” The unexpected visit allowed her to connect with fans in an authentic way while introducing the track to a fitness-focused audience. This collaboration brought her music directly to listeners in a unique setting, creating memorable and shareable moments.
OFFICIAL
GENIES LAUNCH
Orchestrated the launch of Tinashe’s official Genies avatar, featuring a custom social page and creative content tailored to promote her music, engage with social trends, and collaborate with brands in the AR landscape. This partnership allowed Tinashe to enhance her digital presence with a highly personalized avatar, perfectly aligning with the Quantum Baby aesthetic.
By leveraging Genies' platform, Tinashe was able to connect with fans in a dynamic and immersive way, positioning her as a leader in the evolving virtual and augmented reality space.
ARTIST
SOCIAL STRATEGY
Developed Tinashe's social strategy across her extensive platforms during her album rollout. Created engaging video content from performances and interviews, while maintaining constant communication with the artist to encourage participation in trends that would drive exposure for her music. Collaborated with Tinashe to join the "Nasty" dance trend, which sparked a viral movement and helped generate hundreds of millions of impressions for the track.
TINASHE x
BILT REWARDS
Aided in securing and managing the partnership between Tinashe and Bilt Rewards, a loyalty program that allows users to earn points through rent payments, which can be redeemed for travel, fitness memberships, and other rewards.
As part of the collaboration, Tinashe appeared on an episode of Rent Free, a series hosted by Bilt Rewards founder and CEO Ankur Jain, which PEOPLE exclusively premiered. On the show, Tinashe participated in a fun challenge where she named movie and book franchises, grocery store chains, and meals for date nights, all while giving viewers a chance to win free rent.
TINASHE x
KAMALA HARRIS CAMPAIGN
Launched a paid social media campaign with Flighthouse and the Kamala Harris campaign for Tinashe, encouraging her fans and followers to go to the polls and vote. Tinashe tied the campaign to the message of her recent single, "No Broke Boys," highlighting the song’s themes as her "standards" for voting. The campaign sparked significant online conversation and provided Tinashe with an opportunity to use her platform for positive impact.
WHEATPASTING + SOCIAL FILTERS
Creative directed the official wheatpasting posters and interactive social media filters to promote Tinashe's single "Nasty." The wheatpasting posters were strategically placed in high-traffic areas throughout NYC and LA, creating a buzz in key locations. Interactive filters for "Nasty" were launched on Tinashe's official Instagram and TikTok channels, driving significant fan engagement and amplifying the track’s visibility across social platforms.
THE FADER x MATCH MY FREAK TOUR BROOKLYN
Partnered with The FADER to cover Tinashe's "Match My Freak Tour" in Brooklyn, creating social content featuring fans and capturing the dynamic energy of the performance.