Music Partnerships

Turning artist moments into a repeatable system.

Overview

My work was to make Facebook a partner worth choosing. That meant the creative had to be excellent and the process fast enough that a label would say yes again.

Music partnerships were a lever for two things at once: an artist moment gives people a reason to post, and a platform that hosts those moments well becomes a place artists and labels want to launch on next time.

The challenge

Activation opportunities arrived with limited lead times — twenty-four hours to one week — and roughly thirty internal and external stakeholders to align on creative and engineering constraints.

The real problem was that nothing carried forward. Each campaign rebuilt its own assets, ran its own approvals, and renegotiated its own partner requirements, so the fifth activation cost as much as the first. The pace was only sustainable through heroics.

What I did

I mobilized teams inside twenty-four hours per activation, holding creative direction while aligning partners, product, and engineering on compressed timelines. Alongside delivery, I built reusable templates and documented the approvals path so future campaigns could be activated at speed.

By the GRAMMYs, the pattern had become a system. I pitched and shipped a Messenger and Instagram chat theme integration, and led creative for the promotional banner, chat theme, and shareable Feed text posts — securing internal and partner approval in a single round.

“The Pharrell activation came together in under 30 hours thanks to Alexandra's ability to mobilize resources and guide the team calmly under pressure. Her partnership established the shareable background as a reusable lever for future activations.”

Every activation shipped inside its window, however short the lead time. The reusable component set and activation playbook secured follow-on investment.