Content Strategy
Sterling by Music Man is a legacy instrument brand and a part of the specializing in high quality guitars and basses. As the “youngest brother” of the Ernie Ball brand family, the content strategy for this brand is aptly a bit more youthful and energetic in comparison.
As the Content Strategist, I lead the strategic planning, filming, scripting, and editing for the brand’s digital content. I am also the in-house on-screen talent and VO Artist.
Since implementing content strategy, this brand has seen:
40% growth in followers
19% growth in reach
101% growth in content engagement
100% growth in click-through rate
Partnerships
Core to any instrument brand, artist and influencer relationships are key in expanding brand awareness. As Partnerships manager, I work closely with our Signature Artists, extended artist roster, and influencers.
18,000,000+ views generated (in 2023),
70,000,000+ views generated (since 2021)
CAMPAIGN: Pete Wentz Artist Series
StingRay Bass
October 2023: Partnered with the legendary Fall Out Boy bassist and lyricist, Pete Wentz, to create his Artist Series StingRay bass.
Creative Direction: Eddie Park
Art Direction: Hannah Travis, Allyson Millard
Content & Artist Relations: Jakob McQuade, Alex Bach
May 2024: Partnered Joe Dart and Jack Stratton of Vulfpeck to create a “timed release” of the Dart, their dream bass.
Together, we formed a global e-commerce strategy to open a pre-order for this bass limited only to the month of May. In total, 4,722 basses were sold.
Creative Direction: Eddie Park
Art Direction: Hannah Travis, Allyson Millard
Content & Artist Relations: Jakob McQuade, Alex Bach
CAMPAIGN: Joe Dart Artist Series Bass
Production
As a part of the brand’s release cycle, flagship instruments are accompanied by demo videos performed by professional guitarists & bassists.
These videos are featured on the Ernie Ball YouTube channel and on the instrument’s product page.
For these shoots, I function as the Artist Relations Manager and the Assistant Producer.