sonn

Album Marketing

Creative Marketing Strategy Lead — sonn (Independent Co. Label)

I led the creative marketing strategy for sonn's album and EP campaigns, building rollouts that translated the music's aesthetic into physical objects and interactive experiences.

For the pre-save campaign, I designed custom CD cases that mimicked the album artwork and music video aesthetic, each containing an actual burned copy of the EP. These were given away to fans who pre-saved — a lo-fi, personal artifact that matched sonn's world far better than standard merch would have.

I also worked with an AR designer to build a motion blur filter for Snapchat and Instagram that let fans feel like they'd stepped inside the "HEAT" music video (seen here), extending the video's visual language into a format fans could share themselves.

The global paid social strategy generated over 1 million impressions, and sonn's projects have now surpassed 1 million streams across platforms.