Head of Social Media and TikTok Optimization at Disrupcion Records
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Abstract
For my Culminating Experience, I served as the Head of Social Media and TikTok Optimization at Disrupción Records, Berklee’s student-run record label. My project focused on revitalizing the label’s digital presence—particularly on TikTok and Instagram—by creating engaging, community-focused content that spotlighted artists, imprints, and behind-the-scenes moments. I collaborated closely with Disrupción’s eight imprints to establish social media pages, define brand identities, and support their marketing strategies. Throughout the semester, I launched digital campaigns, organized artist interviews, developed two rounds of merchandise, and led the promotion of events such as our Open Mic Night and Signing Party. I also worked one-on-one with artists to help them articulate and grow their online presence. This experience allowed me to apply my coursework in digital marketing, branding, and artist development in a real-world context. It also directly contributed to my professional growth and led to my current internship in Artist Strategy at Sony Music.
Publication Date
7-1-2025
Campus
Valencia (Spain) Campus
Keywords
Social media strategy; artist development; content creation; digital marketing; music industry experience
Recommended Citation
Himel, Althea. “Head of Social Media and TikTok Optimization at Disrupcion Records.” Master's thesis, Berklee College of Music, 2025. https://remix.berklee.edu/graduate-studies-global-entertainment-business/409.