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Global Top Artist Campaign

Year 2024 – 2026

My Role

Design Manager

Team

Music Promotion

What is the TikTok Top Artist Campaign?

We collaborate with top global artists, including Taylor Swift and Billie Eilish, to promote their new albums. From K-pop to American pop, we give fans new ways to celebrate their idols’ releases and bring more music content to TikTok users.

Key Results

The story of how 3 designers delivered these results

Business Strategy

Our business strategy evolved profoundly to keep pace with a changing market

Business strategy (before): Majors → TikTok → Fans → Top Artists cycle
Business strategy (after): TikTok as a direct business partner to Top Artists

Design Strategy

As the business evolved, our design strategy focused on breaking boundaries at every stage

Design strategy roadmap — Phase 1 to Phase 3

Work with 35+ Global Artists & Groups

Working directly with global artist teams has been an unforgettable, deeply inspiring journey

A grid of album covers from 35+ global artists & groups

TikTok
Top 10
Campaign List

  1. Netflix Squid Game Campaign 2025
  2. Sabrina Carpenter | Short n’ Sweet | New Album
  3. Valentine’s | Music Campaign
  4. Billie Eilish | Hit Me Hard and Soft | New Album
  5. BTS Jin | Happy | New Album
  6. Aespa | Whiplash | New Album
  7. Tate McRae | New Album
  8. Jisoo | Amortage | New Album
  9. Jennie | Ruby | New Album
  10. Rosé | Rosie | New Album
Music Top Artist Campaign Updated Dec 2025
Billie Eilish campaign — exclusive profile frame task and campaign video
Billie EilishDesign: 2 business days

Strategic Campaign Types

Experimenting with different promotion campaign types for artists

New Release Campaign — exclusive profile frame

New Release Campaign

Vibe to their brand-new tracks

Tour Campaign — The Eras Tour bead collection

Tour Campaign

Amplify the energy of their world tours

Seasonal Campaign — Christmas profile frames

Seasonal Campaign

Celebrate with global artists

Game Mechanics Strategy

Plenty of engaging ways to play

Classic Task — unlock an exclusive profile frame
Community Task — unlock an exclusive artist card
Prize Wheel — spin to win gifts
AI Effect Game — create your own DIY toy

Other Projects

Music Discovery on TikTok

Music Discovery on TikTok

Melor – AI Tool for Artists
SoundOn

SoundOn

Have a team to build, or a product to grow? Let’s talk.

Email Ivy Chat on LinkedIn
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