Payday Records: Launch Strategy

Written By Colleen Viana

Client: Ultra Music
Platforms: Facebook, Instagram, Twitter
Overall Services: Channel Strategy, Voice & Tone Development, Copywriting & Editorial Calendar Management, Live Content Capture

The re-launch of Payday Records marked a pivotal point in hip-hop history. Our goal as the launch team was to pay homage to the legendary ‘90s label while maintaining a new direction for the brand.

I was responsible for creating intentional moments to engage with new releases, celebrate early memories from the label, and look toward a new future for hip-hop.

Colleen Viana
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