Metric

Over an eight-year engagement, I led creative, marketing, social, and merchandise strategy for Metric across album launches, tour cycles, audience growth, and limited-edition product drops.

The work spanned artist brand development, campaign strategy, content direction, social storytelling, merchandise positioning, and revenue-driving creative systems designed to deepen audience connection and extend the life of each release beyond traditional album and tour windows.

Impact

Increased merchandise revenue 300%
Grew Metric’s online and tour merchandise revenue by more than 300% over five years through strategic product positioning, limited-edition drops, audience targeting, and sustained fan engagement.

Drove 70% growth in Spotify streams
Produced and directed viral TikTok content that helped drive a 70% increase in Spotify streams.

Built the #1 indie rock TikTok in its peer group
Grew Metric’s TikTok into the most-followed indie rock account in its peer group in 2024.

Increased tour merch per head 4x
Helped grow tour merchandise sales from $3 per head in 2019 to $12 per head in 2023.