Deck I worked on for Sony Disruptor.

1. ROSTER
CONTENT
STRATEGY PLAN
Disruptor Records x Cole, Right Now!

2. TOP LEVEL IDEAS
Disruptor has a variety of artists that call for different
strategies for content.
In this deck I'll provide general content strategy ideas and
some comparable acts to the current roster.
The benefit of having heavy hitting talent like The
Chainsmokers and Dove Cameron means that the largers
acts can subsidize the smaller acts to a degree, as I've
seen some of them already do (Life of Dillon).

3. There's a great diverse talent pool on Disruptor. The vast
majority of the roster seems to be trying and succeeding
to an extent on TikTok, with some lagging behind, and
others not posting at all. I'm sure there's reasons for the
artists who are off the platform.
The posting approach varies quite a bit for each of them -
but I'll share some ideas and we can touch base in more
detail this week.
TOP LEVEL CONCEPTS:

4. THE CHAINSMOKERS
The Chainsmokers stay winning on TikTok.
Like many of the other acts that rose to
promenance in their time, they're at a level
where they can post anything and it will do
well, driving traffic to their music.
When an iPhone screen recording promo
gets 50k there isn't much you could be
doing better. They duet, they are tapped in
to the culture on the app, I imagine they
have a whole team working on content.
Really just more of the same of what they're
already doing will continue to more success.

5. THE CHAINSMOKERS CONTINUED
(This vlog style stuff is very sought after and does
super well.)
My idea to further diversify their content if needed
would be to appeal to self awareness more in their
content. They had a stranglehold on music from
2016 onward, and still clearly sell out their tours and
are extremely well known. They are also heavily
memed. They could utilize something similar to
Benny Blanco and appeal to self aware / referential
humor.

6. THE CHAINSMOKERS CONTINUED
If you look at smaller electronic acts
like Disclosure, they're equally tapped
in and have moved into production
break downs for their songs. Could be
another area if they wanted to try
something different.
But for me I always jump for work
smarter not harder on TikTok. High
quality content does not always do well
- so the simpler the better. What they're
doing now works great.

7. DOVE CAMERON
She has a Hyper cultivated aesthetic, how much of her
content is paid vs organic?
I was surprised and unsurprised to see her doing
more views than the Chainsmokers - but it does
makes sense as the Post-Disney Star TikTok
viewership often is crazy high - Like Laura Marano or
Debby Ryan.
I feel like her content is good as it currently is -
whatever she puts out will play. Boyfriend appealed
to LGBTQ audiences well and with another grabby
hook that's well advertised she could see another
big trend pop.
Dove Cameron is already super well liked on TikTok
already.

8. JESSI MURPH
I think she has a solid amount of views for her follower
count - I wouldn't necessarily change anything up.
Hyper emotional promos have worked well for her in the
past.
I would say a high profile collab would help her grow her
audience even more - Chainsmokers?
Her lyric videos always do well.
She's Very Poppy. Reminds me of Billie Eilish
Someone with a similar aesthetic and sound - Layto -
utilizes larger artists to help grow, and really hammers
trends once they start working. See his recent Doja Cat
series.
She probably doesn't want to do more covers- but that
Stay High cover did really well.

9. EMMY MEL
TikTok Made like Ritt.
She capitalized off her big song / sound of last year and
still has quite a big audience. I think authenticity is
important to her continued growth. Her empowerment
stuff does well - this is the methodology that gave her
her biggest single and I think as she continues to push
idea related to honest expression they will continue to
provide growth.
Emmy has the benefit of getting to be super real -
people like her for her and her messaging, that's
really special, most TikTok artists don't get to be that
way.

10. They could leverage their adjacency to the rap
industry, help pull more of an audience from
the main stream hip hop realm with more
collaborations.
Good use of filters and apps and their own
sounds.
I saw some Remixes like one they did for
Drake - it's a great idea. That kind of content is
relatively easy for them and if it goes far
enough it could end up being put on
streaming.
Very plugged in to what’s cool and doing all
the right things. Just might take some time.
LOST KINGS

11. RITT MOMNEY
TikTok made. I think the album drops for him and
other Pandemic artists like Curtis Waters was
premature - I think he should go back on the single
game. Take his time with it.
Why was / is Ritt so against TikTok?
I think he has an incredibly unique development as
an artist - interesting that he has some animosity
toward the platform.
Read some articles of his:
"If it’s my only smash, that’s ok" I appreciate that. It's a rare
opinion among artists today.
An account named Skiian started the trend, in the makeup
community. Goes to show it can come from the most
unexpected places. Hard to recreate that explosion, but the
only way to get closer is to keep putting stuff out.

12. He among everyone on the label especially
should know the power the platform has to
grow a song.
But gently reintroduce it to him would be
my biggest suggestion.
Let him do authentic stuff is my advice, start with
a more reduced schedule. Maybe like 1-3 a week
if he doesn't want to work with a content team,
less pressure.
RITT CONTINUED

13. CHRISTIAN FRENCH
He's a bit like ASTN - and I’ve actually seen his stuff
before on my fyp.
Handsome guy, that immediately helps.
His recent "Crazy" remix is a great example of what
works. Shows he's multi faceted - and you never
know what could happen. What if one really pops
like Ritt?
There’s the low and slow approach, keep doing
what he’s doing as we know that’s a winning formula
but may not see massive gains all the time, or try
something new.
I would stay to course unless the views drop.
Duets seem to be working well for him.
Lyric videos are also good.

14. I have heard of Maude. Similar to Chloe Lilac.
Is she Shadowbanned? Is she email and phone
verified? What are her analytics like?
She’s super plugged in. I think she’s doing all
the right things…
Text over the screen promo is especially a
winner.
I think just continue with the output she has
and things will continue to pop. Great music
that will eventually find the returns it deserves.
MAUDE LATOUR

15. MATT HANSEN
Reminds me of Ed Sheeran for some reason haha,
advertising like Quinnie with text over the screen
might help get people even more attached, with
shrinking attention spans and more stimulation
people stick around. It's why those videos of people
playing subway surfers on the bottom of the screen
and reading something up top do so well.
Even though his voice speak for itself - might be
interesting to try the lyric stuff also.
Great view retention. Walks the delicate line of
needing to do more of the same OR try something
different, but if he has a groove I would just have
him continue doing the same thing.

16. Very pop house, I can see they're established
remixers.
Maybe do more joke remixes a la DJ
Cummerbund and Disclosure.
Very plugged in to the app, particularly on
some of their biggest videos you can see
they're super knowledgeable.
I would leverage other niches like they did with
gaming and build out their fanbase even more.
YOUNG BOMBS

17. SLUSH PUPPY
My friends worked on the video he released
recently with Royal and the Serpent.
I would say do more of the vloggy style of content,
with the dark, VHS filter.
Unique aesthetics go a long way.
He is doing all the right things. Most artists want to
be able to post this type of hyper personalized
content and do solid numbers like he currently has.

18. Evan is Pop Country to the max.
Evan privated all his videos - what were they
like?
There's definitely a massive audience for
country, billions of views on TikTok. Can
better recommend once I have an idea of
what he likes / what he did in the past.
EVAN BLAIR

19. PINK SLIP
More than you know definitely has TikTok potential.
Need to get it trending in a different more norms
niche; i.e. food, makeup
Very plugged into sounds. I love his curated vlog
style - more of them depending on what his content
preferences are.
A lot of artists get put off on making content, but
if they're the type of person who likes to have a
backlog they can do all the work relatively
quickly and have days / weeks of content.
I like to do it on the fly, two sides of the same
coin.

20. Is Mike relaunching everything?
I can see he's more on the producer side - big market
for that on TikTok. The content is decently easy to
produce en masse and people eat it up. You just
need to have a unique look to the content / leverage
other fanbases.
MIKE ADUBATO

21. EVAN GARTNER
Great vocalist, maybe covers like ASTN?
I can see he's more on the producing side now -
same sort of suggestions as I gave Mike.
Is he opposed to TikTok?
If he's in the studio with Iann Dior or other
artists, there's room for collaboration and
fast growth.

22. Sex for breakfast reminds me of Tai Verdes
Another guy has LOD account name on
TikTok.
They could do Lifeofdillonmusic or
something.
Olufemi makes good content but it has
very low views.
Does David not like TikTok?
LIFE OF DILLON

23. CLOSING CONCEPTS
All of these artists are in different places TikTok
development wise - but I'd be happy to put
together a more detailed plan for any of them after
meeting with them.
Meeting them at their level is the best way to prevent
burnout - and my role could be compared more to a
personal trainer. It's just accountability and helping artists
reach their goals. Because as much as TikTok has had a
negative reputation in the past for some - its power to
launch songs is becoming undeniable. And if artists want to
grow, we can come up with a plan to make that happen on
the platform.

24. LOOKING FORWARD
TO YOUR THOUGHTS.