● Selected organic and social-first work
A post gets a view. A system gets a following.
I build content systems that turn attention into audiences, and audiences into demand. Ten years of proof follows: artists, labels, consumer tech, institutions, and agency floors, built around one rule. Never post content. Build systems that make people come back.
Before the case studies
The shape of the last ten years
- 10+ years Building brands and social-first content across music, entertainment, consumer tech, institutions, and agency environments. Strategy and execution in the same person.
- Billboard Top 10 Creative direction for Nurko on Sideways, his collaboration with Illenium and Valerie Broussard: a Top 10 debut on Billboard's Hot Dance/Electronic Songs chart, featured on the Grammy-nominated album Fallen Embers.
- 500M+ Cumulative streams and digital engagements associated with the releases, campaigns, and artist channels under my creative direction.
- 75+ campaigns Integrated campaigns delivered for 50+ clients as creative director at 1Eight, across artists, creators, startups, and consumer brands.
- Team of 7 Designers, editors, and strategists I led inside 1SEO, a digital agency serving 600+ clients, shipping multi-channel creative at industrial volume.
Everything on this page is real work at real links. No mockups, no staged screenshots, no invented numbers. Where a platform shows a count, it is live and public.
Flagship case study · 2015 to present
Ten years building one artist's world
Nurko makes the music. Since 2015 I have built everything people see: the identity, the release campaigns, the videos, the social content, the merch, the live visuals, and the tours themselves. This is the deepest ownership I have had anywhere, and the clearest picture of how I think about organic content.
Role. Creative director and tour manager. Brand, content, video, live, budgets, logistics.
Productions. Conceived, shot, and directed videos at $50K to $100K per production, owned from concept through delivery.
Live. Hundreds of tour dates across North America, South America, Asia, and Europe, including sold-out shows.
Collaborators. Management, labels, promoters, venues, and production teams throughout.
The context
Melodic bass is an emotional genre. The audience does not casually follow it; the music carries them through real things, and they attach to the person making it. When we started there was no audience. The job was to build a world consistent enough to recognize and open enough to belong to, then grow it release by release, tour by tour.
The audience does not follow songs. It follows a feeling, and the person carrying it.
The objective
- Build a recognizable artist brand from zero.
- Make every release a chapter in one story, not an isolated announcement.
- Turn each production into weeks of platform-native content.
- Keep the audience engaged between releases.
- Convert online attention into rooms: streams into tickets.
The content system
Every release ran through the same engine. One production, planned from day one to feed every channel it touches.
Selected content
Eight pieces, one world
Click anything to play it right here. Every item links to its original home, and every count on this page is public platform data you can check at the source.
Two singles carried by one continuous film. Concept, direction, edit, and rollout mine. The dual-single structure meant one production fed two release cycles of content.
Alternate versions extend a release's life. The acoustic drop re-opened the campaign weeks after the single.
Sideways debuted Top 10 on Billboard's Hot Dance/Electronic Songs chart. The collaboration lived on Illenium's channels; I ran Nurko's side of the release creative.
The remix lane put Nurko's sound in front of audiences he did not own yet, through the scene's biggest curation channels. Acquisition, not decoration.
A pop crossover moment on JVKE's channel. Each collab borrowed a new audience and sent a piece of it back to Nurko's world.
By the numbers · public record
Public platform data, retrieved August 1, 2026. Every figure is live and checkable at its source. Nothing here is self-reported.
What I owned
Labels, management, and collaborators owned distribution, promotion spend, and the platforms' own levers. The visual world and its content engine were mine.
Performance, honestly stated
What ten years of this taught me
An unfolding story beats a repeated announcement.
Releases treated as chapters earned compounding attention. Releases treated as news spiked and died.
Every shoot is a content mine.
Once productions were planned to output vertical edits, BTS, and stills from day one, one video became six weeks of native content.
Formats compound. One-offs reset to zero.
When fans recognize a format, the next post starts with momentum. That is the difference between posting and building.
Selected campaigns
The same system, pointed at other rosters
Nurko was not an isolated environment. Through Bobby Bengal Creative and my label years at LAE Records and 1Eight, the same production and content thinking served major-label releases, curation channels, and entertainment brands. One piece plays right here; the rest are one click away on the portfolio.
Capitol Records
Project workCampaign video and content around the Halsey remix era. Production, edit, and delivery through my practice. Plays on bobbybengal.com.
Proximity
Curation channelNurko's Blindspot remix package, released through one of dance music's largest YouTube communities. 82K+ views there, August 2026.
- Sony MusicRelease campaign content. Video and edit through my practice.View case
- Universal MusicCampaign and content assets for label releases.View case
- Ultra MusicRelease visuals and campaign content for the dance label.View case
- Trap NationContent built for the scene's biggest curation audience.View case
- 300 EntertainmentCampaign content and rollout support on the label side.View case
Scope varied by engagement: some were creative direction, others production, editing, or campaign assets, and account ownership stayed with the labels and their teams. Client names appear here as they do in my public portfolio. Full context on any piece in conversation.
Beyond music
Consumer and institutional storytelling
A consumer brand is not a melodic bass artist. The transferable skill is register: knowing how a brand should sound and look for its audience, then producing content that holds that standard.
Withings
Consumer health technology
Withings brought me in on independent, project-based contracts for social and commercial content. I filmed, produced, edited, and curated consumer-facing work translating health-tech features into everyday benefit: the product in real routines, not spec sheets.
Princeton University
Institutional storytelling
Commissioned video work for Princeton University: human-centered stories told with the polish an institution of that standing requires, built for digital and social distribution. My role was production and content creation, not channel management, and the tone had to earn its place in a very different room than a music campaign.
Scaled content operations · 1SEO Digital Agency, 2023
Creative systems that work beyond one brand
At 1SEO I led a seven-person creative team inside an agency serving more than 600 clients.
The creative job at that volume is a systems job. I led designers, editors, and strategists; built the production workflows, review stages, and approval paths; and coordinated with account, paid media, SEO, development, and strategy teams so multi-channel work shipped without quality collapsing. I also creative-directed the agency's own brand, and I held real budget authority on vendors and production spend.
To be precise: the 600+ clients were the agency's book, not my personal accounts. My fingerprints are on the team and the system, and that is the point. Systems are what scale.
The production pipeline
Reconstructed from my working process for this page. Not an internal 1SEO document.
Industries the team shipped for
A separate in-house chapter, directing marketing for the law firm Epstein Ostrove in 2024, sharpened the same muscles at close range: campaign calendars, messaging frameworks, approval workflows, and budget ownership inside a leadership team.
One connected system
Organic earns. Paid multiplies.
Organic is where a brand earns attention and learns what people care about. Paid works best when it amplifies what organic already proved: boost the formats that earned watch time, retarget the people who leaned in, and send them somewhere specific. I plan both together, so organic performance informs paid decisions and paid data sharpens the next round of content.
I sit on the creative and strategy side of performance. Media buying itself sat with dedicated teams I worked alongside, at 1SEO and on campaign work. I brief them well and read their data. I do not pretend to run their dashboards.
Prepared thinking, not a free strategy
How I start inside a consumer brand
A disclosure first: I am a ReciMe user. I cook from it. Part of why this role got my attention is that I already understand the product from the inside of my own kitchen.
Formats people wait for
Content is infinite. Recognizable formats are rare. The fastest route to brand memory is a small set of recurring formats people learn to look forward to, the way an artist's audience learns to watch for the next chapter.
Utility with a pulse
Useful content wins attention, but personality is what gets saved and sent. Real life beats production gloss on the feeds that matter, and the brand should sound like the culture it lives in.
The community is the content
An engaged user base is already creating. Formats that invite people to contribute, compare, vote, and share turn the audience into the channel itself. I watched fan participation carry an artist for a decade. The mechanics transfer.
Organic teaches, paid scales
Let organic reveal the hooks, creators, and topics that earn attention. Then put paid behind proof instead of guesses, and retarget the people who already leaned in.
That is a starting posture, not a plan. The plan comes from your data, your users, and your team.
The through-line
Strategy, creative, production, and audience behavior. One system.
That is what I built for an artist, for labels, for consumer brands, for an institution, and for an agency floor. The next one I want to build inside a single brand, for the long run.