New York City Metropolitan Area
If you’re looking for a Marketing Lead to add to your music company's team or consult with, you’ve come to the right profile. Here’s why. I’ve got: 🛠 Brand-facing marketing, content, and management expertise gained at agencies, startups, and in-house teams for iconic companies like Genius 🛠 A creative mind paired with a Type A personality (I love big ideas as much as I love systems and processes) 🛠 Nearly two decades of experience as an indie musician, including songwriting, recording, live performance, and touring My past results with prior teams include: CD Baby — International Marketing ⭐ 55% revenue increase during a sale ⭐ Overseeing and/or optimizing 50+ pieces of content ⭐ Hosting a podcast that garnered 3k+ downloads Walker Sands — Integrated Marketing ⭐ $1.5M+ in yearly recurring revenue ⭐ Improved social metrics (e.g. +1,537% engagements) ⭐ MarCom Gold Award win for a social client And former managers have shared these kind words about me: 📣 “Via is a standout professional. She consistently demonstrated her ability to develop effective content strategies and streamline workflows, which enhanced team efficiency and supported crucial data-driven decisions. Beyond her exceptional skills, Via is a true joy to work with. Her positive attitude, collaborate spirit, and dedication make her a key player on any team.” - Paula Humphries, Director of Marketing Operations at CD Baby 📣 “Via is an incredibly meticulous, creative, and versatile writer. She is also very organized and process-driven. I really appreciated her eagerness to dive into technical subject matter and make it accessible. On top of that, she’s a joy to work with as a human being.” - Tanner Walters, Creative Director at Walker Sands 📣 “Via was always conscientious and thoughtful. I often heard from community leaders after she spoke with them and wrote their stories that they appreciated the job she did in accurately getting their message heard. I highly recommend her.” - Cynthia Whitty, former Editor at Natick Local Town Pages If you want to work with me, here's my availability: 💼 15-20 hours per week free to take on additional freelance work 💼 Open to short-term or long-term contract work, or ad hoc or consulting work with a set hourly rate 💼 Also open to full-time roles (that's the dream!) 📸 Profile photo taken by the fabulous Jasmine Boothe (jasmineboothe.com). 🎨 Header image branding by the brilliant web designers Katrien Riks (katrienriks.com) and Kayleigh Noele (kayleighnoele.com).
Fave is a platform that empowers superfans to get rewarded for what they already do: change artists' lives, and drive the music industry. Fave's founder has raised over $4 million in funding — the largest amount ever raised in entertainment by a Black woman — and Fave has won multiple awards, including 2020 Startup of the Year by Music Tectonics, and one of the 2022 10 Most Innovative Social Media Companies by Fast Company. I oversee branding and marketing at Fave, from our voice and tone across platforms, to our social strategy, to our fundraising positioning — all laddered up to our larger mission and business goals.
Hi there! ⚠️ Before you read about the cool freelance work I’ve done, you should know that I’m seeking more contract work or full-time work in music brand marketing (see the About section of my profile for a summary of my credentials). In my ideal role, I’d bring 8+ years of combined experience across writing, editing, social, strategy, marketing, and management to an in-house marketing team for a music company that (truly) cares about DEI, overseeing marketing efforts and directing a couple of direct reports and/or freelancers. Think titles like: Marketing Lead Head of Content Marketing Senior Creative Marketing Manager - - - I've never been interested in sticking to one medium — there's just too much fun to chase! (Read the article below for more about that. I'm in Brooklyn now, but the story's the same.) Some of the fun things I've been able to do: Collaborate on a song that has 1.5+ million Spotify streams, perform as a touring musician from Quebec to Florida, publish an essay in a book with a foreword by a New York Times bestselling author, write ad copy for CORT, Snagit, and other brands through the agency Hothouse, edit a DEI speech script for the Mozilla Foundation, and earn photography awards from two universities. This is by no means a comprehensive list, so if you'd like more information, please reach out via DM or email.
Collaborating with other music artists has been complex, frustrating, and sometimes even risky — until Feeture. The Feeture platform makes it easy to find artists to collab with, and be sure all the terms are clear and signed off on before the track is released. Feeture has partnered with legendary brands and talent, from Billboard and RCA to Soulja Boy and NLE The Great. I co-led marketing efforts with a global, fast-growing team, touching everything from overall branding and positioning, to social and newsletter production, to partnership and event strategies. See select results here: https://www.viaperkins.com/feeture
CD Baby, a Downtown company, empowers more than 2 million independent artists. For 25 years, they’ve helped DIY musicians get their music out into the world through distribution, collect royalties, navigate sync licensing, and more. I joined a scrappy, resourceful team managing a huge task: reaching indie artists through international marketing efforts across 27 channels. These included a blog, podcast, newsletter, social, and more in English, Spanish, and Portuguese. My responsibility was overseeing these efforts by setting a content strategy, helping produce content, and reporting on its performance. For years, the team had been operating largely in silos, and I founded a Weekly Content Call to lead team ideation and production, and built a team content calendar so we could break down barriers and function efficiently together. Our results included a sale where we saw a 142% increase in distribution submissions, and a 55% overall revenue increase. I also worked closely with teams and stakeholders from across CD Baby and other Downtown Music Holdings companies (e.g. Soundrop, Songtrust) to integrate workflows and standardize processes. This enabled us to do things like collaborate on projects (e.g. a migration to D365), and cross-sell between OpCos (e.g. moving artists between CD Baby and FUGA or Downtown Artist & Label Services). I'm especially proud of the opportunity I was granted to represent CD Baby at Music Biz in Nashville, where I introduced four panel presentations to 200+ attendees. Take a deeper look on my website: https://www.viaperkins.com/cd-baby
Walker Sands is a tech-focused B2B marketing agency. I wrote and edited accessible, engaging social media posts for our clients, from tweeting smart, relatable microcontent for 250k marketers, to sharing thought leadership posts for 340k cybersecurity leaders on LinkedIn. I also provided guidance and mentorship for junior writers. What were the results? Organic social generated $1.5M+ in recurring yearly revenue for the agency. See more proof points, praise, and work examples on the Walker Sands section of my website: https://viaperkins.com/walker-sands Writing clients included Semrush, SoftwareONE, ITRenew (acquired by Iron Mountain), and more. Editing clients included Sophos and Breakthrough.