Entertainment / Music · Feb 2024 – Feb 2025

Viral Velocity

19,900% in 90 Days

A TikTok channel built from zero for Sony Music, created to turn Brazilian fans into a visible, engaged audience for artists the label wanted to break out in Brazil.

Industry

Entertainment / Music

Client

Sony Music (U.S.A. / U.K.)

Year

Feb 2024 – Feb 2025

Tools

TikTok, CapCut, Google Trends, Monday

Skills gained

Short-form video strategy
Platform-native content creation
Trend-responsive publishing
Fan-community content (fancams)
End-to-end content ownership (ideation to reporting)

Overview

I built and ran a TikTok channel from scratch for Sony Music, created to reach Brazilian fans of a set of artists the label wanted to elevate in the Brazilian market.

Challenge

The channel didn't exist: no following, no content history, no established voice. The brief was to reach Brazilian fans specifically, which meant building a channel that felt native to Brazilian TikTok culture rather than a global template dropped into a new market.

Approach

I focused on formats that fan communities already engage with and share — fancams and artist trivia — combined with memes and current internet language, so the content felt native to the platform rather than promotional. Google Trends showed what was culturally relevant at any given moment, so content could ride existing conversations instead of competing with them.

What I did

01Owned the channel end-to-end: ideation, research, content creation, editing, publishing, performance measurement and reporting
02Created fancam and artist trivia content tailored to fan communities
03Used memes and current internet language to make content feel native to TikTok rather than promotional
04Used Google Trends to identify culturally relevant moments and topics to tie content to
05Edited all video content in CapCut and managed the content pipeline in Monday
06Presented results and Brazilian cultural and trend insights directly to Sony's U.S.-based team

Results

19,900%