Band Content Creator & Social Strategist:
I toured internationally with rock band Palaye Royale as a content strategist, manager, and hybrid shooter, developing and executing a digital content campaign in support of their Death or Glory album era. Through social listening, I identified fans’ desire for the intimate, personality driven content that had defined the band’s earlier digital presence and used that insight to shape a campaign that balanced the larger than life spectacle of Palaye Royale with candid access to the personalities behind it. I translated this strategy across behind the scenes vlogs, TikToks, photography, and highly stylized show recaps, capturing both the “glory” onstage and the humor, chaos, and vulnerability surrounding it through the behind the scenes moments. Working in fast paced, run and gun environments, I edited on the tour bus and regularly published content within hours of each show, across different time zones, allowing audience response and real time moments to continually inform the campaign.
Account Growth:
I led a TikTok strategy and execution for Palaye Royale, driving viral growth that increased the account from 178,500 followers in 2024 to 245,000 followers in 2025.
I developed a platform-native strategy that intentionally married trending TikTok formats and trends with the band’s music, visual identity, and personalities, while closely analyzing what peer artists and adjacent creators were doing to drive reach and engagement.
Campaign Strategy:
PROBLEM:
As Palaye Royale has grown, longtime fans have expressed that they miss the intimate personality driven content that originally made them feel connected to the brothers (such as their legacy YouTube vlog, Royal Television).
INSIGHT:
Fans don’t just want greater access to Palaye Royale. They want to feel like they know the brothers again.
BIG IDEA:
“SHOW THE GLORY. SHOW EVERYTHING ELSE.”
STRATEGY:
Use the central tension of Death or Glory to reveal both sides of Palaye Royale: the larger than life rock band audiences see onstage and the candid personalities, relationships and chaos behind it.
DIGITAL ECOSYSTEM:
YouTube: intimacy
TikTok/Reels: discovery + personality
Instagram: intimacy + personality
BUSINESS OBJECTIVE:
Turn album awareness into artist affinity, and artist affinity into streams, followers, ticket sales and long term fandom.
Royal Television
YouTube Docu-series
While touring with Palaye Royale, I filmed and edited the band’s YouTube docu-series Royal Television, capturing an objective, fly-on-the-wall view of what it truly takes to put on a rock show and portraying the band members in their “natural habitat.” My goal was to balance raw behind-the-scenes access with internet-native storytelling. While editing, I leaned into meme culture, comedic timing, and candid moments to highlight each member’s personality, which I knew would appeal to their fanbase. I worked closely with Emerson Barrett, the band’s artistic director, to follow the band’s branding - which spanned from font style to specific edits. In addition to filming and editing each episode, I managed the full publishing workflow, including scheduling uploads and designing custom thumbnails aligned with the band’s stylistic requests.