My work with +44 is no doubt the biggest success of my career so far.
Together with my team at Forward Slash, we developed Amazon Music UK’s +44 brand into an industry and audience respected player in the UK Black Music scene.
My deep knowledge of the scene and wealth of social-facing ideas played an integral part in the success of this account on socials. Which, considering the operation’s centre focus point was the Instagram page, was kinda important.
From April 2021 to March 2024, I handled a wide-range of responsibilities, worked with a exciting list of global Black music talent, and executed a strategy to create culturally relevant and engaging content, curating a unique, music-centred experience on socials.
MY WORK ON SOCIALS SLAPPED, REGULARLY.
From being a fly-on-the-wall at red carpet premieres, to picking out the most editorially-engaging podcast clips, video content was a massive part of the +44 social plan, and providing the audience with clear narratives, interesting stories and relevant talent was a winner on socials every time.
Here are a few of the best performing / my favourite pieces of video content from my time at +44.
What dID I do?
As Social Producer and the primary operator of the +44 Instagram account from a Forward Slash perspective, my role was wide-ranging, dynamic and highly responsive to client needs.
the results?
More than 3.5X the follower amount in 34 months (13.4k in April 2021, 48K in Feb 2024)
Over 77 million Instagram impressions in 2023
1.03 million total engagements on Instagram in 2023, up from 249K in 2022
Over 51 million video views on Instagram in 2023
29 million YouTube views in just under 3 years
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Writing engaging social media copy for +44 Feed and Story content that enticed the audience and galvanized the community, while creating an authentic, representative brand tone of voice.
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Moderating comments, responding to comments and sparking interactions with audience members/followers, interacting with the wider social sphere/scene, answering DMs and reporting to client appropriately.
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Ideating creative concepts and formats for socials, such as Pick An Era, Starting 5, The World of…, Social Reactions and the various ‘Generator’ assets. Ideating and led the production of EP13 of the +44 Podcast S1 - Pride Panel.
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Researching artists and ideating questions, conducting interviews with artists at live events such as The Great Escape and on-set (+44 Performance).
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Covering +44 IRL events on Story and for BTS content. Events included; Twitch streams (Central Cee, AJ Tracey, Dizzee Rascal, D Block Europe), live events (+44 Podcast with Big Narstie and Kaz Kamwi, Central Cee at Ally Pally) and Notting Hill Carnival 2022.
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Handled paid social operations for 5 months via Facebook Business Manager for Instagram content, budgets between £10-15k. Handled paid social outreach for brand campaigns such as Notting Hill Carnival 2023.
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Collating and analysing data, writing the monthly report and campaign specific reports with key findings and recommendations.
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Day-to-day social media planning of all posts in internal and client facing systems. Scheduling and posting of content to Instagram Feed and Story.
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Editing of +44 Podcast, BTS and Twitch stream content with branding assets, GFX and subtitling via Adobe Premiere Pro.