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when i came to HOT 97 & WBLS, 80% of my time was dedicated to developing the brand presence of HOT 97's Who's Next. challenges were to revitalize the brand's identity from some negative sentiments and limited view of only being a physical monthly artist showcase to an authority on emerging artist development and one with "the culture" aka connecting to our audience of Black and brown communities.
2009 logo
2019 logo
2020 logo
in collaboration with Max Batt, the latest iteration of the Who's Next logo was finalized with a modern aesthetic. the stroke symbolizes the mark that artists are trying to make in the world and Who's Next can be the platform to propel them. eventually the mark would have interchangeable strokes depending on the touchpoint (concerts, app, content), further showing the diversity of creativity in artistic expression.
web app integration
facebook ads
web banners
overview
Who’s Next is HOT 97’s new artist initiative and platform that combines technology with hip hop culture. in 2019, there were roughly 300,000 active users on our platform, more than 43,000 tracks submitted by new artists, and 3.2M track ratings by curators.
title: digital brand manager, HOT 97 & WBLS
roles: product and marketing manager, talent & influencer relations, creative director, producer
measured on: revenue, original content creation, client success
software: Airtable, Facebook Ads Manager, Google Analytics, Hubspot, Stripe
*some work omitted to preserve company confidentiality.
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