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Billboard Magazine recognized music programming, cultural trends, and content strategy executive with 15 years of music industry experience with a speciality in launching digital platforms, enhancing user engagement and driving strategic initiatives for streaming and short form video platforms, including YouTube Music and YouTube Shorts. As a public speaker, I have spoken at SXSW, New York Fashion Week, Music Biz, Permissionless, A2IM Indie Week, MONDO, Germany’s Reeperbahn, Amsterdam Dance Event (ADE) and other international industry conferences focused on culture and emerging technology.As a consultant with over 4 years of experience in-house at YouTube, I helped launched Google’s music streaming service, YouTube Music in 2018 and have led initiatives that have significantly increased Monthly Active Users. In addition, I spearheaded the 2024 Webby Awards winning music programming strategy for 50 Deep, YouTube’s brand campaign for the 50th anniversary of hip-hop. I’ve lead music trend discover for YouTube Shorts and managed successful content strategies for YouTube Shorts campaigns featuring artists like Taylor Swift, Doja Cat, Tyla and NewJeans. Also as the founder of Blurred Lines, I unite rising cultural tastemakers and consult with brands on marketing, artist relations, and content creation. Previously, I managed a team and global community at the Web3 start-up P00LS and handled partnerships with talent like Ronaldinho and YSL Beauty.My track record includes leading A&R efforts at Secretly Group, where I was named a 2021 Billboard Change Agent, artist developed Grammy winning talent and identified breakthrough artists at YouTube Music. I bring a deep understanding of the creator ecosystem, strong analytical skills, and a passion for music that drives innovative content strategies.Key Qualifications:.- 15 years in the music industry, building artist support programs.- Expertise in engaging with mainstream and developing artists, plus members of the creative community in fashion, art and emerging technology- Skilled in managing teams, collaborating with C-level executives and cross-functional teams.- Strong presentation and communication skills.- Proficient in identifying and leveraging emerging trends.- Proven ability to develop and execute innovative promotional strategies.
Youtube
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- youtube.com
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Trends, Hip-Hop And R And B Music Content And Promotion Manager (Provided By Pilothouse)YoutubeNew York, United States
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Hip-Hop And R&B Music Content And Promotion ManagerYoutube (Provided By Pilothouse) Nov 2022 - PresentMusic programming hip-hop, R&B and trends lead on the Music and Podcasts Content Strategy team with a goal to drive YouTube Music subscriptions, views on YouTube Music playlists and video creations on YouTube Shorts- Provide subject matter expertise to YouTube Music’s global programming and content strategy team with a specialty in identifying trending songs and media trends that are early in the lifestyle across genres on short form video (i.e.Jack Harlow "Lovin On Me", Flyana Boss' "You Wish" ect )- Help build music and content promotional strategies for frontline and catalog music to reach international listeners across genres- Use understanding of the creator ecosystem and short-form video platforms to analyze and identify trends before they go viral for promotions opportunities - Collaborated closely with international partner record labels, distribution platforms, artist management companies + YouTube's internal international music programming, artist and label partnerships (Strategic Partner Manager), product, product marketing, artist marketing, Culture & Trends (CaTs), Go-To-Market marketing (G-T-M), and design teams.
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FounderBlurred Lines Nov 2020 - PresentThe home of music lovers from around the diaspora who color outside the lines, get alternative, embrace the experimental and pull inspiration from genres of past and present. The international community and agency started on Clubhouse and extends across digital platforms and physical spaces.
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Creative Strategist & Content CreatorFreelance 2009 - PresentI specialize in working within and outside the music industry to discover emerging music and spread awareness. My work is associated with staying ahead of important millennial and Gen Z cultural trends. TALENT PARTNERSHIPS/DEVELOPMENT: +8 yearsPast Clients: Justin Timberlake, Cardi B, G-Eazy, Childish Gambino, J Balvin, Shawn Mendes, Ozuna, Camila Cabello, Janelle Monáe, Ella Mae, 21 Savage, Thomas Rhett (Big Machine), Rae Sremmurd, Burna Boy, Brockhampton, Queen Naija, Jessie Reyez, 88Rising, Petite Noir (Domino Records), Rogue Agency, Full Circle Presents, Laura Reed (Sony/ATV), JODY (Fader Gen F artist), The GTWCONTENT CREATION/COPYWRITING: +8 yearsClients: YouTube Music, Google Play Music, Pitchfork, McDonald's, Saint Heron (Solange), Dish Mag (Raeanne Rubenstein)SOCIAL MEDIA/DIGITAL: +5 yearsAgency-side experience: McDonald's & WrigleyMedia experience: Pitchfork, American Songwriter Magazine, Dish MagACCOUNT MANAGEMENT: +2 yearsClient-side experience: Anheuser-Busch InBev (Budweiser)Agency-side experience: McDonald's & WrigleyPartnerships: NFL, YouTube, Live Nation, Roc Nation, CMA, AEG, Madison Square Garden, The FADER, ESSENCE, BET, Sony, Complex, Footlocker, Boiler Room, Red Bull, Coca-Cola, Walgreen's, Converse, and Ray-Ban
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AdvisorP00Ls Dec 2022 - Present -
Head Of CommunityP00Ls Nov 2021 - Dec 2022Helping creators and brands build worlds and communities with social tokens.
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Head Of Digital CultureAirtime 2021 - 2022Sunnyvale , California, UsFounded by Sean Parker, Airtime’s mission is to empower people to create thriving online communities around shared interests, experiences, and passions. -
Publishing A&RSecretly Group Jul 2019 - Nov 20212021 Billboard Change Agent (Publishing)First full-time publishing A&R at Secretly Group. My personal focus is signing world-building, genre-pushing and left-of-center musicians from across the diaspora to Secretly Publishing. Within two years, I have signed 12 international musicians (Lady Donli, Haviah Mighty, NNAMDÏ, Soft Glas, Glass Beach, Vintage Lee, mwami, Asuquomo, Corbin Canvas, Darryl Rahn, Heno. and multiple Grammy winner, Kenneth Whalum), negotiated publishing deals for international musicians and organized Zoom sessions for artists across the company's publishing roster. Job duties include scouting and signing artists to Secretly Publishing at all levels of the developmental spectrum, and developing strong relationships with artists, managers, A&Rs, producers, songwriters, distro companies, PROs, PR companies, and lawyers.Secretly Group is a leading independently-owned music company. Its major divisions include record labels Dead Oceans, Jagjaguwar, and Secretly Canadian, and music publisher Secretly Publishing. It’s roster includes Grammy-winner Bon Iver, Mitski, Phoebe Bridgers, Moses Sumney, Angel Olsen, Whitney, Jamila Woods, Unknown Mortal Orchestra, Khruangbin, Gabriel Garzón-Montano and serpentwithfeet.
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Hip-Hop Music Content SpecialistYoutube Music (Via Vaco) Oct 2017 - Jul 2019Led YouTube Music's U.S. hip-hop and African music programming for over 100 playlists, assisted label relations with artist visits, partnerships with national campaigns and data driven research.My programming has helped break independent and label support artists who have found success on the Billboard Hot 100 and radio like Lizzo, Megan Thee Stallion, Tems, Pop Smoke, Juice WRLD, DaBaby, Gunna, Polo G and Lil Tjay.
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Social Media AssociatePitchfork 2017 - 2018UsDevelop, oversee, and execute the social media strategy for Pitchfork's craft beer site, October. - Grew October's social footprint across Facebook, Twitter and Instagram- Work with account management and brand partnerships for national events- Launched first ever OctFest -
Budweiser Manager, Experiential - MusicAnheuser-Busch Inbev 2016 - 2017Leuven, BeDeveloped and executed disruptive, innovative experiential music marketing plans and engaging activations in conjunction with Budweiser brand team to drive sales and brand health through consumer passion points with a focus on music.EXECUTED BRAND ACTIVATIONS:- Super Bowl LI- SXSW (Fader Fort)- Anheuser-Busch's Sales and Marketing ConferenceMANAGED BRAND ACTIVATION PLANNING:Budweiser Made in America FestivalBudlandCMA FestStagecoach FestivalFaster Horses FestivalLakeshake FestivalAnheuser-Busch InBev is the most active sponsor in North America for the last 2 years.http://www.sponsorship.com/iegsr/2016/09/12/Sponsorship-Spending-On-Music-To-Total-$1-47-Billi.aspx -
Freelance Account StrategistThe Marketing Arm 2016 - 2016Dallas, Texas, UsStrategist and primary social media community manager for the entire Wrigley portfolio.PERSONAL HIGHLIGHTS:- Assisted the evolution in Orbit Gum's global creative strategy from the brand’s previous “Just Brushed Clean Feeling” campaign to the new "Time To Shine" campaign- Created POV to inform the client on emerging platforms like Musical.ly, Instagram platform changes, Unicode emoji updated, and VidCon partnerships- Developed moment maps for 5 Gum based on insights related to music festival, action sports, and Gen Z content creatorsWrigley portfolio: Starburst, Skittles, Orbit Gum, Extra Gum, Juicy Fruit Gum, 5Gum, Altoids, Life Savers Mints & Gummies -
Staff WriterSaint Heron 2013 - 2016Staff writer and Get Into It columnist for Solange's website. HIGHLIGHTS: - Lead content strategy of column that forecasted:D.R.A.M. (now Grammy nominated, 5x Platinum certified single & signed to Atlantic Records)Tory Lanez (now Grammy nominated, 6 Platinum certified singles & signed to Interscope)Bipolar Sunshine (now Platinum certified Beyoncé co-writer & signed to BMG)Alina Baraz (now signed Mom + Pop Records with a #1 Billboard Heatseekers Albums)GoldLink (now Grammy nominated, 3x Platinum single & signed to RCA).Saint Heron is a website that gives new and ingenious artists a space to create their music and circulate their art – in turn becoming a haven for R&B lovers and listeners to discover music free of marketplace politics. The website features, highlights and aligns a new movement of contemporary, genre-defying R&B visionaries, which will serve as a segue into the diverse evolution of these independent artists as they share their voices and words as only they can – through pure, unadulterated music
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Freelance Account ManagementWalton Isaacson Jun 2015 - Dec 2015Culver City, California, UsLed content strategy for McDonald's 365Black website and assisted the national account team for the McDonald’s African American Consumer Market with activations and brand partnerships.PERSONAL HIGHLIGHTS:- Led content strategy, creative direction, and copywriting for McDonald's 365Black website- Curated an African American Millennials research and strategy deck that focused on industry trends, influencers, and behavior of the most influential segment in the worldEXECUTED BRAND ACTIVATIONS:Essence Festival365Black AwardsCIAAFlavor Battle (Global Spin Awards)HBCU Classics - Southern Heritage Classic, State Fair Classic, Magic City Classic, Florida Classic, Celebration Bowl2013 Black Enterprise Advertising Agency of the Year http://www.blackenterprise.com/mag/the-magicians-of-madison-avenue-be-ad-agency-of-the-year/ -
Marketing InternThe American Songwriter May 2013 - Aug 2013Co-managed social media accounts and assisted editorial team.PERSONAL HIGHLIGHTS: - Developed new content marketing strategies that were added to the intern manual
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Staff Writer And Marketing ManagerDish Magazine Jul 2012 - May 2013Promoted from intern to staff writer and marketing manager. As a staff writer and marketing manager, I used Google Analytics data to create consumer insights that helped the magazine create content that increased monthly traffic, online engagement, and relationships within the entertainment community.PERSONAL HIGHLIGHTS:- Increased the publication's social media presence by creating Tumblr and Pinterest profiles- Forecasted emerging trends in music, technology and internet culture- Introduced live event coverage and built relationships with readers and celebrity fan accounts- Developed monthly Google Analytics reports that guided content strategies
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Contract Department InternNew Frontier Touring May 2012 - Oct 2012Managed concert and music festival contracts and handled day-to-day communication between booking agents, artist managers, talent buyers and publicity companies, and talent. PERSONAL HIGHLIGHTS:- Helping booking agents define the ideal live show market for new clients- Worked with radio programmers to set up radio interviews in markets with low concert ticket salesClients: The Avett Brothers, Riders In The Sky, Fishbone, Shakes Graves, Yarn, Paul Thorn, Desert Noises and more
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Publicist And Artist Management Assistant (G-Eazy)The Revels Group Sep 2010 - Jan 2012Beverly Hills, California, UsI developed the marketing strategy that launch G-Eazy's career as an independent artist, which now includes accomplishments like a RIAA certified 5x platinum and Billboard #1 pop single ("Me, Myself & I"), #1 albums on RCA, international radio play, and sold out international arena tours. PERSONAL HIGHLIGHTS:- Developed brand strategy based on target audience segmentation - Securing G-Eazy's first national placements on publications like Pigeons & Planes and Good Music All Day- Led the PR campaign for G-Eazy's breakout album, The Endless Summer and The Outsider mixtape- Oversaw the productions of independent released mixtapes and album -
Summer Administrative AssistantChanging Life Education Initiative, Inc. Jul 2011 - Aug 2011Managed administrative support duties of the Neighborhood Recovery Initiative non-profit and Change One Life Summer CampPERSONAL HIGHLIGHTS:- Increased non-profits contacts- Manage the Back to School Fun in the Sun Event - Managed 4th Annual I.M.P.A.C.T. (I’m Progressively Achieving Change through Training) Violence Community Fair- Manage payroll for employees
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Publicity Volunteer At Voodoo ExperienceThe Mitch Schneider Organization (Mso) Oct 2010 - Oct 2010Help with various publicity duties at Voodoo Experience which may include monitoring the press tent/relaying questions from the media, escorting TV crews throughout the site and helping to escort photographers in and out of the photo pit for the first 3 songs of various artist performances.
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Urban College RepresentativeElite Socialite Events Llc. Apr 2009 - May 2010Provided promotional support and informed students about events with national and local musicians through guerrilla marketing on social networking sites and college campuses.
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Research AssistantUniversity Jun 2005 - May 2010Tulane University 2009 - 2010: Social Psychology researcher Research assistant for Dr. Lisa Molix University of Chicago 2007-2008: Gastrointestinal research assistant for Dr. Eugene Chang2006: Neurosurgical research assistant for Dr. David Frim2005: Ecological research assistant for Joy Bergelson
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Voodoo Music Festival2-Cent Tv Oct 2009 - Oct 2009Assist Brandan Odums with filming backstage and performance material for The Knux
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Wellness Peer CounselorXavier University Of Louisiana Jan 2009 - May 2009New Orleans, Louisiana, Us
Melanie Mcclain Skills
Melanie Mcclain Education Details
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Belmont UniversityMusic Business -
Xavier University Of LouisianaPre-Law
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University Of Chicago Laboratory SchoolsHigh School Diploma
Frequently Asked Questions about Melanie Mcclain
What company does Melanie Mcclain work for?
Melanie Mcclain works for Youtube
What is Melanie Mcclain's role at the current company?
Melanie Mcclain's current role is Trends, Hip-Hop and R and B Music Content and Promotion Manager (Provided by Pilothouse).
What is Melanie Mcclain's email address?
Melanie Mcclain's email address is me****@****ail.com
What is Melanie Mcclain's direct phone number?
Melanie Mcclain's direct phone number is +170880*****
What schools did Melanie Mcclain attend?
Melanie Mcclain attended Belmont University, Xavier University Of Louisiana, University Of Chicago Laboratory Schools.
What skills is Melanie Mcclain known for?
Melanie Mcclain has skills like Music, Music Industry, Social Media Marketing, Event Management, Research, Digital Marketing, A&r, Talent Booking, Wordpress, Event Planning, Customer Service, Artist Development.
Who are Melanie Mcclain's colleagues?
Melanie Mcclain's colleagues are Raja Kumar Ray, Sweety Singh Rajput, Elisabeth Kalande, Ariz V., Mehar Maaz, Ayan Ronaldo, Panda Tv.
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