Clients Include: Pop Base, iHeartRadio, Spotify · Role: Director of Media & Content Strategy, Pop Base
Credits: Producer, Interview, Edit, Content Rollout Plan
Concept
I built “Holy Trinity of Pop Albums” around one of the most unifying experiences in stan culture: finding an artist's magnum opus, calling it a “pop bible,” and the need to rank projects. Rather than asking traditional press questions, the format centered on a single prompt that encouraged artists to reveal their influences while creating highly shareable moments across award shows, festivals, album campaigns, and broader cultural moments that fans could see themselves in.
Challenge
Create a format compelling enough to hook viewers within seconds while remaining flexible enough to scale across artists, genres, and events suitable for partners like iHeartRadio or Spotify without losing its identity.
Approach
- Started with conversations already happening inside stan culture instead of traditional interview formats.
- Built the series around a single question compelling enough to sell itself within the first few seconds.
- Designed the format to remain recognizable while adapting naturally to different artists and cultural moments.
Result
25M+
views across X, Instagram, and TikTok
Zara Larsson
As “Lush Life” experienced a viral resurgence, Holy Trinity became an opportunity to extend that momentum through a conversation built specifically around Zara's relationship with Beyoncé and the renewed attention surrounding her catalog.
Challenge
Capture a timely interview that complemented Zara's existing cultural moment while creating multiple pieces of content capable of carrying momentum across the week.
Approach
- Identified Jingle Ball as the strongest opportunity within Zara's schedule, planning production around a limited interview window.
- Coordinated a dedicated videographer to elevate production quality and capture platform-first framing.
- Brought a photo of Beyoncé anticipating she'd naturally become part of the conversation, creating a stronger visual payoff within the interview.
- Timed publishing alongside Zara's viral “Lush Life” fan moment to extend audience engagement across multiple posts.
Result
10M+
views across X within 72 hours
~21%
Spotify stream growth for “Lush Life” over three days (1.9M → 2.3M)
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