Social Media & Fan Engagement Specialist - AWAL

About Sony Music Entertainment

At Sony Music Entertainment, we fuel the creative journey. We've played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We've nurtured some of music's most iconic artists and produced some of the most influential recordings of all time.

Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we're committed to artistic integrity, transparency, and entrepreneurship.

Sony Music Entertainment is a member of the Sony family of global companies.

At AWAL, we are revolutionizing the recording business through partnering with artists to tell stories that shape culture. By putting the creator at the center of everything we do and transforming the way artists release music, AWAL has become the partner of choice for innovative artists at all stages of their careers. The leading artists who have already chosen AWAL include Laufey, Jungle, Djo, Little Simz, The Beaches, JVKE and many more.

AWAL is currently over 180 people based across 10 offices, and we're continuing to grow. That's where you come in. If you feel like the fast-paced, rewarding environment of our rapidly growing company is for you - share your story! Apply today and tell us why you are the best addition to our successful team.

As the Manager, Social Media & Fan Engagement Specialist you will:

Social Media Management

• Lead strategy and day-to-day operations of official fan HQ social channels & unofficial fan edit pages for priority artists across TikTok, Instagram, Youtube Shorts, WhatsApp & Twitter
• Create and maintain social media calendars including copywriting, asset creation & posting across all fan channels
• Work directly with artists, managers, and internal digital & creative teams to plan release-based & promotional messaging that increases fan engagement & demonstrates measurable impact

Fan Engagement & Community Building

• Actively manage and grow fan communities through 1:1 engagement, comment moderation, DMs, and Ugc initiatives
• Develop and maintain a fan account directory and cultivate relationships with superfan creators & top fan accounts via exclusive content, gifting, and special activations
• Create and implement direct to fan comms plans, tailoring outreach and copy to maximize tentpole moments and drive streams of new releases

Fan Account Strategy & Insights

• Develop and execute fan-centric social strategies that amplify each release and further overall project goals as defined by marketing, digital, and international teams
• Collaborate with the digital team to develop fan-facing initiatives that amplify key campaign moments, increase social reach and mobilize fans
• Be the expert in the room when it comes to insights on fan sentiment, UGC trends, internet culture, social media performance and fan behavior
• Monitor social insights (IG, TikTok, Youtube, X) to assess post performance, engagement, and sentiment to inform new strategies and creative ideas
• Partner with outside digital agencies to oversee content strategy and community management as relevant to projects with larger fan ecosystems

Creative Planning & Content Development

• Brainstorm, capture, and edit content (shortform, longform, BTS, live event coverage) for both fan and official artist channels that tap into fan lore and emerging social media trends
• Provide release-based social media ideas that inspire UGC and generate engagement beyond the core fan base
• Build out existing content franchises and bring new ideas to be implemented across fan HQ & ancillary accounts, taking into consideration emerging trends and new platform tools & features (i.e fan art & cover campaigns, tour takeovers, meme contests, streaming parties)
• Work with artists and the digital team to source, edit, and publish real-time content throughout release cycles, promo and tour dates

• 2-4 years of experience in digital marketing, social media, or fan engagement in the music industry (agency or label experience preferred)
• A strong understanding of internet fandom culture - how fans connect, create, and mobilize online through social media and online communities
• You're an avid music fan yourself and are fluent in superfan language with a finger on the pulse of fan lore, slang, memes, and social media behavior
• Excellent copywriting skills with a keen sense of voice, tone, and humor as it relates to artist world-building and fan communities
• Base level photo & video editing skills (i.e. Photoshop, Adobe Suite, CapCut, Canva)
• Passion for music, storytelling, internet culture, and building hyper-engaged fan connections
• Comfortable operating within artist communities and fan spaces, both officially and unofficially, with sensitivity to nuance and tone
• In-depth knowledge of Discord, Reddit, Laylo, Stationhead and other community-building platforms
• Strong attention to detail and project management skills; able to juggle multiple projects and stay organized across changing timelines and priorities
• Experience with social analytics tools and data-informed content strategy

• You join an inclusive, collaborative and global community where you have the opportunity to channel your passion every day
• A modern office environment designed to foster productivity, creativity, and teamwork empowering you to bring your best
• An attractive and comprehensive benefits package including medical, dental, vision, life & disability coverage, and 401K + employer matching
• Voluntary benefits like company-paid identity theft protection and resources for pets, mental health and meditation resources, industry-leading fertility coverage, fully paid leave for childbirth or bonding, fully paid leave for caregivers, programs for loved ones with developmental disabilities and neurodiversity, subsidized back-up child and elder care, and reimbursement for adoption, surrogacy, tuition, and student loans
• Investment in your professional growth and development enabling you to thrive in our vibrant community.
• The space to accelerate progress, positively disrupt, and create what happens next
• Time off for a winter recess

Sony Music is committed to providing equal employment opportunity for all persons regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity or expression, pregnancy, veteran or military status, marital and civil partnership/union status, alienage or citizenship status, creed, genetic information or any other status protected by applicable federal, state, or local law.

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