Work and case studies 2011-2026

AlixRosenberg

Strategy Marketing Partnerships
alix@soundmuse.io linkedin.com/in/thealix
Alix Rosenberg

Building strategies that connect platforms, creators and brands. A 15+ year career leading campaigns, partnerships and product launches, and developing the scalable programs that helped grow some of the most influential companies in entertainment and tech.

Featured Work
TikTok2023

Rihanna X Apple Music - Super Bowl LVII Campaign and Press Conference Live Stream

As TikTok's Partnership Lead overseeing the Apple Music relationship, built out joint on-platform and cross-platform initiatives, including a press conference livestream with Apple Music and Roc Nation and TikTok's marketing rollout into the performance. The campaign surpassed both company KPIs and the higher targets set for the stream.

Brand PartnershipsBrand MarketingLive and ExperientialCultural Strategy
TikTok2022

Alicia Keys x Apple Music - Holiday Livestream

Oversaw the Apple Music relationship as TikTok's Partnership Lead, partnering on their holiday concert livestream on TikTok featuring Alicia Keys alongside platform artists JVKE and Jon Batiste.

Brand PartnershipsArtist PartnershipsLive and Experiential
TikTok2023

ACM Awards - Linear Broadcast Partnership

Built a linear cross-platform partnership connecting four organizations with competing KPIs, Prime Video, Dick Clark Productions, ACM and TikTok, around one execution plan. Anchored by a bespoke product build on TikTok promoting the broadcast with artist, creator and fan content, plus a 60-second in-show component at no fee. Generated over $1M in earned media with limited internal resource.

Brand PartnershipsLive and Experiential
TikTok2023

#FestivalSZN - Scaled Partner Education

Built a partner education program for festival season, showing brands and their agencies how to maximize creator and cultural moments on platform. Audiences included AEG, Live Nation, Netflix, Amazon and Spotify. One of several partner education programs built and run across the partnerships org.

Brand PartnershipsContent StrategyBrand Marketing
Spotify2016

Jeep x The Drop - Sponsored Artist Program

Shaped the artist lineup for Spotify's long-running brand program with Jeep, collaborating with Flume and Travis Barker.

Brand PartnershipsArtist Partnerships
soundmuse2025-Current

Rosenberg Racing - Brand and Sponsorship

Overhauled the team brand end to end, rebuilding every promotional asset and the sponsorship strategy behind them. Brought in new sponsors for 2026 including Vibrant, VP Fuels and Apex Wheels, and tripled social presence in a year across SRO TC America and Gridlife.

Brand MarketingContent StrategyBrand Partnerships
WAV Media2018

Insomniac - Content and Festival Partnership

Closed a content and festival partnership with Insomniac, bringing Golf Cart Confessions and Discovery Project to the WAV app as an exclusive channel alongside ten festival slots across EDC, Beyond Wonderland and Nocturnal Wonderland. Part of a $3M+ sponsorship portfolio alongside Mixmag.

Brand PartnershipsContent StrategyArtist PartnershipsLive and Experiential
Era Focus
Era
Focus
soundmuseCurrent

Sound Advice - Mentorship and Advisory

Thirty-minute sessions for founders already building in entertainment and tech, covering strategy, marketing, partnerships and the introductions that move things forward.

Brand PartnershipsProduct MarketingGo-to-MarketCultural StrategyContent Strategy
soundmuse2025-2026

Rhythm Rangers - Children's Music and Media Project

Developing an original children's music and media project, building the characters, the songs and the world they live in.

Content StrategyCultural StrategyGo-to-Market
soundmuse2025-Current

Rosenberg Racing - Brand and Sponsorship

Overhauled the team brand end to end, rebuilding every promotional asset and the sponsorship strategy behind them. Brought in new sponsors for 2026 including Vibrant, VP Fuels and Apex Wheels, and tripled social presence in a year across SRO TC America and Gridlife.

Brand MarketingContent StrategyBrand Partnerships
Tidal2026

Tune My Music - Growth Partnership

Led a growth-based partnership with Tune My Music, turning a mid-migration product overhaul into leverage to renegotiate terms while shipping a low-maintenance feature artists valued.

Product MarketingBrand Partnerships
soundmuse2025-2026

Beyond Movement - Go-to-Market Strategy

Worked with professional dancer Selin Spuhler to develop and launch her own movement and dance brand. Selin has performed with Nicki Minaj, Sabrina Carpenter, Rosalía, Coldplay and Camila Cabello.

Go-to-MarketBrand MarketingContent Strategy
soundmuse2024-2025

Fandiem - Business Development and Strategy

Led partnership and business development strategy for the fan experience platform, building the commercial frameworks and the partner pipeline behind it.

Brand PartnershipsGo-to-Market
soundmuse2024

Session - Fractional CMO

Served as fractional CMO, developing full platform strategy across music, technology and film while leading investor relations and financial planning through fundraising cycles.

Go-to-MarketProduct MarketingBrand Marketing
soundmuse2024

GoFundMe - Culture and Music Marketing

Sat with cross-functional leadership to ideate and present a future music and cultural marketing and product strategy, defining a new creator-focused sub-brand for launch.

Brand PartnershipsCultural StrategyBrand Marketing
TikTok2023

Rihanna X Apple Music - Super Bowl LVII Campaign and Press Conference Live Stream

As TikTok's Partnership Lead overseeing the Apple Music relationship, built out joint on-platform and cross-platform initiatives, including a press conference livestream with Apple Music and Roc Nation and TikTok's marketing rollout into the performance. The campaign surpassed both company KPIs and the higher targets set for the stream.

Brand PartnershipsBrand MarketingLive and ExperientialCultural Strategy
TikTok2023

ACM Awards - Linear Broadcast Partnership

Built a linear cross-platform partnership connecting four organizations with competing KPIs, Prime Video, Dick Clark Productions, ACM and TikTok, around one execution plan. Anchored by a bespoke product build on TikTok promoting the broadcast with artist, creator and fan content, plus a 60-second in-show component at no fee. Generated over $1M in earned media with limited internal resource.

Brand PartnershipsLive and Experiential
TikTok2023

Spotify #GenreSpotlight - Cross-Platform Partnership

Built a long-term partnership with Spotify around a recurring series on their profile, exploring genre history and driving discovery while promoting playlists through trending audio and a popular creator. Generated outsized ad and creator agency revenue relative to the resource lift.

Brand PartnershipsContent StrategyCultural StrategyProduct Marketing
TikTok2023

#FestivalSZN - Scaled Partner Education

Built a partner education program for festival season, showing brands and their agencies how to maximize creator and cultural moments on platform. Audiences included AEG, Live Nation, Netflix, Amazon and Spotify. One of several partner education programs built and run across the partnerships org.

Brand PartnershipsContent StrategyBrand Marketing
TikTok2021-2023

Global Artist Best Practice - Comms + Education

Led the creation of a global brand standard best practice document in collaboration with the UK team. Built on it with monthly artist seminars covering product updates and best practice, and developed a standardized comms strategy for music creators.

Content StrategyBrand MarketingArtist Partnerships
TikTok2022

#ElectronicMusic Month - Global Fan and Creator Engagement Program

Devised and launched TikTok's first global music program, celebrating a genre expanding fast worldwide with Fred Again, Carl Cox, Sofi Tukker, Dom Dolla and Disclosure. Replaced a siloed regional structure with a hybrid local and global model, delivering 500%+ YoY consumer engagement, 300%+ creator participation and 150%+ feature adoption, with fan engagement doubling in the first week.

Brand MarketingContent StrategyCultural StrategyArtist Partnerships
TikTok2022

#CountryMusic Month - US Fan and Creator Engagement Program

Built TikTok's first month-long US music program, anchored by a partnership with CMT and a five-episode livestream series featuring Hannah Dasher, Jon Pardi, Josh Turner and Thomas Rhett. Recognized as a Billboard Country Power Player in 2022.

Brand PartnershipsContent StrategyCultural StrategyArtist Partnerships
TikTok2022

Alicia Keys x Apple Music - Holiday Livestream

Oversaw the Apple Music relationship as TikTok's Partnership Lead, partnering on their holiday concert livestream on TikTok featuring Alicia Keys alongside platform artists JVKE and Jon Batiste.

Brand PartnershipsArtist PartnershipsLive and Experiential
TikTok2021-2022

AAPI Heritage Month - Cultural Program

Led music programming and production two years running, culminating in a flagship livestream with Jay Park, Yuna and AAPI creator spotlights. Viewers and watch time grew year over year and surpassed company benchmarks.

Cultural StrategyLive and ExperientialArtist Partnerships
TikTok2022

Ticketing Integration - Creator Comms + Education

Led partner-facing communications across the ticketing integration, overseeing artist tour launch campaigns, building tour marketing education for partners and standing up a scalable program to support the integration and partner go-to-market.

Brand PartnershipsGo-to-MarketContent StrategyArtist Partnerships
TikTok2021

Beat-Reactive Effects - Global Product Launch

Led the launch and go-to-market for TikTok's first suite of beat-reactive creative effects, starting with Music Visualizer. Paired the rollout with culturally aligned artists including Diplo, Coldplay and City Girls, driving high early adoption and outsized track creates for every artist who used the effect.

Product MarketingGo-to-MarketArtist Partnerships
TikTok2021

Madison Beer x Verizon x Sony - Immersive Virtual Concert

Produced a first-of-its-kind virtual concert on TikTok LIVE featuring a hyper-realistic avatar in a recreated Sony Hall. Built as a zero-cost value-in-kind activation, it exceeded every watch time and revenue target and generated significant earned press.

Live and ExperientialBrand PartnershipsArtist Partnerships
TikTok2021

New Year's Eve - Live Concert

Executed a 75-minute peak-engagement livestream featuring Charlie Puth, Kali Uchis and Rico Nasty.

Live and ExperientialArtist Partnerships
Ninja Tune2020

Kasbo - The Making of a Paracosm Campaign

Oversaw the rollout campaign and all creative content development for Kasbo's second album on Counter Records, including commissioning and producing the video for Shut the World Out with Frida Sundemo.

Brand MarketingContent StrategyArtist Partnerships
Ninja Tune2020

The Midnight - Prom Playlist Generator

Led creative content for The Midnight's Monsters on Counter Records, including a fan zine and a lyric video built to simulate 80s video game play. Centered the rollout on an interactive playlist generator that returned the hits from the month and year of each fan's prom, timed to the single Prom Night.

Brand MarketingContent StrategyProduct Marketing
Artist Management2020

Nolie - Artist Management

Managed development, strategy and partnerships for the alt-pop artist. Debut single Come Over premiered at KCRW and passed 2.4 million streams, with editorial placements including Lorem. Nolie was highlighted as a member of Spotify's Fresh Finds: Class of 2019 and completed a US tour with BAYNK.

Brand MarketingCultural StrategyContent Strategy
WAV Media2018

Insomniac - Content and Festival Partnership

Closed a content and festival partnership with Insomniac, bringing Golf Cart Confessions and Discovery Project to the WAV app as an exclusive channel alongside ten festival slots across EDC, Beyond Wonderland and Nocturnal Wonderland. Part of a $3M+ sponsorship portfolio alongside Mixmag.

Brand PartnershipsContent StrategyArtist PartnershipsLive and Experiential
WAV Media2018

Mixmag x ADE - Livestream Series

Led development of a live series built around Amsterdam Dance Event, overseeing production and the full go-to-market plan. Sets included Kölsch, Eats Everything, Maceo Plex and Yotto.

Live and ExperientialContent StrategyGo-to-MarketArtist Partnerships
Spotify2017

Mint - Electronic Brand Relaunch

Co-led the rebrand of Spotify's electronic music brand, relaunching flagship playlist ElectroNOW and the wider suite around it as Mint. Anchored by an OOH and multimedia brand campaign.

Brand MarketingProduct MarketingCultural Strategy
Spotify2016-2017

ADE - Partner Masterclass

Built and ran a partner masterclass at Amsterdam Dance Event two years running, growing from a focused first year into a hybrid education and party format with intimate dinners for closer relationship building.

Live and ExperientialArtist Partnerships
Spotify2016

Jeep x The Drop - Sponsored Artist Program

Shaped the artist lineup for Spotify's long-running brand program with Jeep, collaborating with Flume and Travis Barker.

Brand PartnershipsArtist Partnerships
Spotify2016

Flume 'Never Be Like You' - Global Release Campaign

Oversaw Spotify's campaign behind Flume's Skin, building bespoke marketing programming and growth strategy across editorial and content marketing. Never Be Like You broke the album wide open, peaking at number 20 on the Billboard Hot 100 and number 3 on Hot Dance/Electronic Songs. Skin went on to win the Grammy for Best Dance/Electronic Album.

Brand MarketingArtist PartnershipsContent Strategy
Artist Management2016

Devon Baldwin - Artist Management

Managed development, strategy and partnerships through the Lungs EP and the singles that followed, including a Ring of Fire cover that passed a million streams, with festival runs at SXSW and Outside Lands.

Brand MarketingCultural StrategyContent Strategy
Spotify2015

Major Lazer 'Lean On' - Global Release Campaign

Led Spotify's campaign behind Major Lazer's Lean On, built on a long-standing relationship with Diplo as an early platform adopter and the promotion of his Diplo and Friends playlist. In November 2015 the song became the most-streamed in Spotify history at 526 million plays, an independently released dance record that reached number one in more than 20 countries and spent 48 weeks on the Hot 100.

Brand MarketingArtist PartnershipsCultural Strategy
Spotify2015

G-Eazy Listening Party - Direct to Fan Live Activation

Led the early platform campaign for the artist, building bespoke opportunities across a month-long album campaign, a weekly editorial series and an SXSW performance and release. It culminated in the first fan-facing event Spotify ever executed, which became the template for Fans First, now a global loyalty platform.

Live and ExperientialArtist Partnerships
Spotify2014

Chevy x Emerge - Sponsored Discovery Program

Built a weeks-long, data-driven artist development program sponsored by Chevrolet. The program went on to launch the careers of chart-topping and award-winning artists including Sam Hunt, Maren Morris and Bastille.

Brand PartnershipsProduct Marketing
Spotify2013

Marketing Deployment Approval - Release Integrity Product

Identified a systemic platform trust risk around fraudulent release notifications and architected a preventative approval workflow with engineering and legal, letting music teams approve marketing for major artists before anything auto-pushed.

Product MarketingBrand Partnerships
Decca / UMG2011

Andrea Bocelli in Central Park - Live Campaign

Supported the team building the live show in Central Park, executed all direct-to-fan and digital marketing, ran on-site content capture and led the content release after the show.

Live and ExperientialBrand MarketingContent Strategy
Decca / UMG2010-2012

Yellow Lounge - Classical Club Series

On the team that developed a brand new format bringing classical music to the club, introducing younger audiences to young artists in a culturally relevant setting. Global activation spanning New York, London and Berlin.

Live and ExperientialCultural StrategyBrand Marketing
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