Creative Direction / Brand Marketing / Content Strategy
Power 106 Freestyle Series
In 2017, my team launched a video series that we never anticipated would become so significant in the music industry. We collaborated with our on-air DJs, Justin Credible and DJ Sourmilk, to create a platform where current and up-and-coming rappers could come to our studio at Power 106 and freestyle rap over instrumental beats.
Marketing Strategy
Targeted Content
Organic Social Media
My Role
Creative Direction
Brand Marketing
Content Strategy
About The Project
Our Approach
We needed to create a platform that would effectively reach people across social media and beyond traditional radio. My approach was deliberate: it needed to be raw and unpolished. Just artists showing off pure lyrical ability. That authenticity stood out against all the overproduced content and reminded people why freestyling mattered.
Deployment
I led and guided the artists and radio hosts throughout the filming process, overseeing every aspect of production from start to finish. My primary goal was to make sure that each video was visually appealing, engaging, and ready for sharing online and on social media.
Results
We consistently produced viral videos that made a big impact in Hip-Hop music, with Power 106 becoming the first outlet to give many artists a platform to introduce themselves to the world. This series pushed Power 106 beyond traditional over-the-air radio and boosted our connection with digital and social media platforms.
Impact
• 250M+ video views• Over 200 videos produced• Most popular original content series• Strengthened relationships with artists, record labels, and fans
*Disclaimer: Explicit language in the videos*
Migos Freestyle (15+ million total views)
Latto Freestyle (2+ million total views)
Project Credits
Videographers:
George Gabriel
Daniel Ramos
Ralph Gonzalez
Marz Snear
Daniel Marcha
