YouTube Music
Industry Messaging + Narrative Strategy
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Contract, Artist + Industry Marketing
(2022–2023)
I shaped the platform’s B2B narrative strategy across core touchpoints - from their flagship newsletter, Lyor’s Letter, to their biannual industry conference, Music Insider and Best Practice Decks, and Masterclasses for Artists - aligning tone, voice, and messaging hierarchy across product, partnerships, comms, leadership, and legal. I also contributed scripting for artist and industry-facing roundtables introducing new formats, monetization tools, and evolving priorities.
The work helped clarify YouTube’s position as the only true multi-format home for artists: strengthening trust, deepening relevance, and refining how the brand engages with the wider industry.
Note: This case study includes only publicly available work; internal strategy remains proprietary.
Credits
YouTube Music Artist & Industry Marketing Team