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.
The work
I led the organic campaign strategy across both assets. On AI and music the default audience response is suspicion, so the format had to acknowledge that before making its case. I proposed the partnership’s first mixed static and MP4 carousel and grounded the choice in how comparable formats had performed for us before.
I wrote three routes through the story, each carrying a different risk: open on the fear and resolve it in the sound, run the collaboration chronologically, or follow one skeptic changing their mind. The same practical risk applied to all three: music rights. I worked out the licensing terms in advance and wrote a kinetic-text version that could ship if the rights fell through.
Around the pilot I planned the sequence that would carry it: a three-part Q&A carousel series, an X thread, a Stories takeover, and a partner sharing plan.
What shipped
The pilot went out as the partnership’s first mixed-media carousel and drew multiple collaboration acceptances the same day. The music rights were still unresolved while the format was being chosen, so I wrote a kinetic-text alternative at the same time. If the rights had failed, the campaign could still have published on schedule.