David Malkin

Supporting work · Format strategy · AI × music

Format strategy for an AI × music campaign

A feature article and a long-form interview video on AI and music had to work as one campaign arc, on a subject where audience skepticism is the default response.

Opening frame of the published mixed-media carousel: Music has survived every technology that has threatened it
The published pilot. The partnership’s first mixed static and MP4 carousel. My role: organic campaign strategy, format architecture, and contingency planning; design and production were team functions. View it live on Instagram →

The work

I led the organic campaign strategy across both assets and grounded the format choice in prior performance evidence. I proposed the partnership’s first mixed static + MP4 carousel and developed three alternative narrative architectures for it, each with a different risk profile, plus licensing contingencies and a kinetic-text fallback in case music rights fell through. Around the pilot: a three-part Q&A carousel series, an X thread, a Stories takeover, and a partner seeding plan.

CHOSEN ROUTE Fear → Sound → Outcome meet the skepticism first, resolve it in the music The Timeline chronological build of the collaboration Skeptic → Believer a conversion arc told in first person Each route carried licensing contingencies and a kinetic-text fallback if music rights fell through.
Three routes, risks priced in. Recreated from the campaign proposal; route names are from the proposal document.

Practical impact

The pilot shipped as the partnership’s first mixed-media carousel, and the contingency planning meant the format decision carried no schedule risk: if licensing failed, the fallback was already built into the plan.

Attribution Strategy lead on the organic campaign; design and video production were team functions.

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