Retained agency for the client Amazon Music ran a multi-channel social, digital and experiential campaign to promote the tracks. As part of my role as freelance Influencer Director, I devised and executed all influencer activity with a suite of 15+ creators. 

The cultural insight behind this was mapping each artist’s cultural footprint with a community of creators. To promote the Jorja Smith track I selected authentic Londoners (as her song was a cover of 90s Walthamstow boyband East 17’s Stay Another Day) and gen-Z female fashion creators. For Sam Smith, I tapped LGBTQ creators that align with his camp sensibility and status as a Eurovision icon.

This meant selecting talent, contract negotiation, briefing and reporting with everything from seeding packs for micro-influencers and journalists to flagship content pieces with entertainment figures like Gogglebox’s Joe Baggs and Drag Race UK’s Kate Butch.