Project: Spotify Celebrity Playlists (2017 to 2023)

Position: Director, Influence & Communications, 2 Degrees Ventures

Role: Creative Strategy, Celebrity Outreach, Comms and Social

For six years, I led the Spotify account at 2 Degrees in Los Angeles — building and running a celebrity playlist programme that positioned Spotify as a cultural platform, not just a streaming service. My remit was to engage the world's most recognisable talent and give them a creative reason to use Spotify in ways that deepened fan connection and amplified their own cultural moments.

I developed the strategic framework for how celebrities engaged with the platform: from profile optimisation and playlist concepting through to press strategy and social storytelling. A signature element of my approach was embedding 'easter eggs' within playlists — hidden references tied to the talent's personal story or upcoming projects — a technique that consistently generated organic media buzz and fan engagement beyond the initial announcement.

Over the course of the programme, I secured and directed collaborations with some of the most culturally significant figures in the world, including Kim Kardashian, The Rock, Matthew McConaughey, Floyd Mayweather, and Heidi Klum — aligning Spotify with the moments that mattered most in popular culture.