A communication system for a music holding company and its artists
IMG
Role
Head of SMM
02MusicIMGA selection from the project’s visual materials.
01 / Context
The music holding company needed one communication system capable of supporting the corporate brand, artists, releases and internal projects at the same time.
02 / Challenge
What needed to change
Build the SMM function as an in-house editorial team, with planning, clear roles, visual rules and formats for different audiences.
03 / My role
My contribution within the wider team effort
Developed and implemented the SMM strategy for Telegram, Instagram* and VK.
Built an in-house creative team and an annual planning cycle.
Developed editorial formats, Reels, release campaigns and communication guidelines.
Established effective collaboration with artists and producers.
04 / Strategic solution
Create an internal creative team and combine ongoing communication with a flexible system for release campaigns.
05 / Execution
Areas of work
SMM strategy
Telegram, Instagram*, VK
Creative team
Release campaigns
Annual planning
Visual guidelines
Artist relations
Analytics
06 / Outcome
Instagram* engagement grew by 75% in six months without an external advertising budget.
Selected content projects reached up to 500,000 users per month.
Built an in-house creative team.
Established one system for ongoing and release-based communication.
* Instagram is a product of Meta Platforms Inc., whose activities have been recognised as extremist and prohibited in the Russian Federation.