UMG Digital x coco jones

Client: Qualhata Williams of Universal Music Group, Def Jam

The Ask

Create a compelling content video that showcases the significant impact of Qualhata Williams as a Digital Marketing Manager on the UMG and Def Jam artist Coco Jones' album rollout for "Why Not More?". The video should highlight her strategic approach, creative execution, and the measurable success of the campaign.

The Insight

In today’s music industry, a successful album rollout is not just about releasing music—it's about creating an immersive, strategic digital experience that builds buzz, engages fans, and drives streams. As a Gen-Z digital marketing leader, Qualhata Williams leverages her deep understanding of social platforms and audience behavior to craft campaigns that resonate and deliver results.

The Idea: From URL to IRL: COco Jones, Why Not More? Digital Rollout

A social-first video series featuring a lecture recap, behind-the-scenes classroom moments, and day-in-the-life storytelling to highlight Qualhata’s insight, personality, and real-time impact as a guest lecturer at NYU.

Why It Works:

🎯 Personal Branding: Highlights Qualhata Williams as a trailblazer in digital marketing within the entertainment industry, showcasing her thought leadership and impact.
🎯 On-Camera Visibility: Provides an inside look at the decision-making and execution behind a successful digital marketing campaign, giving viewers a glimpse of the human strategist behind the strategies.
🎯 Professional Awareness: Establishes Qualhata’s credibility across new academic and professional networks, positioning her as an expert in digital marketing while driving engagement on LinkedIn.
🎯 Scalable Content: Sets the stage for ongoing content, such as more case studies, marketing insights, and event recaps, that reinforce her authority and keep her audience engaged over time.

Role & Responsibilities:

🎥 Short-form video production & live sound recording
✍🏾 Social copywriting & content ideation
📋 Scriptwriting for short-form video content
🎨 Creative direction & visual storytelling
🗓️ Content calendar & LinkedIn publishing strategy
📲 Video editing optimized for vertical, mobile-first platforms