Summary
Overview
Work History
Education
Skills
Timeline
Generic

Briana West

United States

Summary

Visionary and accomplished strategist with 10+ years of expertise in music business, marketing, and brand strategy, now seeking a dynamic Director of A&R role. Proven track record in identifying, developing, and amplifying innovative artistic talent across diverse genres, with a keen focus on artists pushing creative boundaries in remixing, blending, and genre-defying soundscapes. Adept at leveraging cultural insights, data analytics, and strategic partnerships to cultivate groundbreaking projects and drive artist success in a rapidly evolving global music landscape. Passionate about fostering ethical and equitable artist development and contributing to strategic growth at the executive and board levels.

Overview

12
12
years of professional experience

Work History

Associate Director of Strategt

EssenceMediacom
New York, NY
06.2024 - Current
  • Client: adidas
  • Applies data-driven insights to identify emerging trends and artist potential, informing strategic artist development.
  • Develops asset strategies considering specific talent profiles (e.g., Glorilla, Missy, Teezo, Samuel L, Anthony Edwards) to enhance brand visibility and engagement.
  • Leads cross-functional collaboration with artists, producers, and marketing teams to define artistic vision and measurable project objectives.
  • Identifies and integrates emerging musical trends and consumer insights into artist development strategies, fostering innovative sound and market relevance.
  • Mentors and provides constructive feedback to foster artistic growth and a collaborative creative environment.

Senior Strategist

McCann
New York, NY
06.2022 - 10.2023
  • Clients: Converse (Nike), SAS (AI Software), Prudential (Finance), NEOM (Smart City)
  • Applied creative leadership to drive strategic artistic development, aligning with market trends and audience engagement metrics.
  • Guided artists through integrated development cycles, expanding their artistic reach and enhancing market presence across diverse platforms.
  • Collaborated with creative and business leads to conceptualize and execute forward-thinking artistic projects and releases.
  • Orchestrated talent strategy for a global campaign, engaging 10 diverse creators worldwide and integrating sounds across Afrobeats, Amapiano, and Funk Brazil.

Digital Marketing & Strategy Manager

Roc Nation
New York, NY
08.2020 - 06.2022
  • Developed creative and strategic briefs for artist projects, identifying unique digital engagement opportunities and potential collaborations.
  • Directed strategic execution for artist releases and special projects, including cross-genre collaborations and innovative digital campaigns.
  • Fostered a culture of artistic ingenuity and collaboration, working with artists, producers, and internal teams to drive groundbreaking creative ideation.
  • Primary Brands: Team Roc, Roc Nation, Shawn Carter Foundation, Made In America, Pete & Thomas Foundation (Megan Thee Stallion), United Justice Coalition, RC24 Foundation (Robinson Cano), Ronnie Stanely Foundation (Ronnie Stanley)
  • Strategic Support: Clara Lionel Foundation (Rihanna - Fenty), PitCChin Foundation (CC Sabathia)

Digital Analyst

Roc Nation
New York, NY
03.2020 - 08.2020
  • Analyzed digital and streaming data to identify emerging artists, audience trends, and growth opportunities for artist development.
  • Leveraged social/digital listening, predictive analytics, and cultural intuition to inform strategic A&R decisions and identify artists with high potential for innovation.

Artist Manager

Melie Bree Artists
East Coast, United States
01.2014 - 12.2017
  • Company Overview: https://meliebree.wixsite.com/meliebreemgt
  • Managed, negotiated deals, A&R'd projects, and drafted marketing plans for diverse Hip Hop/R&B artists including BeWill, G Da Great, Mercedes Samuels, and G Baby, with a focus on genre-blending sounds.
  • Spearheaded artist development, securing features, press, and successful releases as showcased in artist portfolios and campaigns.
  • Https://meliebree.wixsite.com/meliebreemgt

Freelance Music Blogger

Museache
East Coast, United States
01.2014 - 12.2017
  • Conducted in-depth research to identify groundbreaking sounds, emerging artists, and evolving styles across Hip Hop, R&B, and Jersey Club scenes.
  • Discovered talent and curated content through extensive 'crate digging,' analysis of experimental Soundcloud releases, and deep dives into underground and pop culture trends.
  • Promoted artists and diverse musical flavors on the blog, identifying and amplifying unique voices and innovative genre blends within the music landscape.

Promotions at Epic Records

Sony Music Entertainment
New York, NY
01.2015 - 08.2016
  • Contributed analytical insights to executive discussions on artist performance and market trends, informing A&R strategy.
  • Actively participated in creative development think tanks, contributing to the ideation of innovative promotional strategies and collaborative projects for global artists.
  • Developed and successfully pitched innovative artist project concepts, demonstrating a keen eye for talent and market potential.

Education

Master of Arts - Music Business, Global Strategy, Analytics, Entrepreneurship

New York University
New York, NY

Bachelor of Arts - Communications, Entrepreneurship, Music

Rutgers University
New Brunswick, NJ

Skills

  • AI agent use, prompting and search
  • Artist management
  • Brand development
  • Innovative thinking
  • Problem solving
  • Creative ideation
  • Relationship building
  • Google Suite
  • Microsoft Suite
  • Slack
  • Salesforcecom
  • SQL
  • HubSpot
  • Sprinklr
  • Crowdtangle
  • BrandWatch
  • MRI
  • Statista
  • Strategic Planning
  • Analytical Skills
  • Team Leadership
  • Critical Thinking
  • Interpersonal Skills
  • Ethical Decision Making
  • Ethical Leadership
  • Communication
  • Mentorship
  • Google Suite
  • Microsoft Suite
  • Slack
  • Salesforcecom
  • SQL
  • HubSpot
  • Sprinklr
  • Crowdtangle
  • BrandWatch
  • MRI
  • Statista
  • Strategic Planning
  • Analytical Skills
  • Team Leadership
  • Critical Thinking
  • Interpersonal Skills
  • Ethical Decision Making
  • Ethical Leadership
  • Communication
  • Mentorship

Timeline

Associate Director of Strategt

EssenceMediacom
06.2024 - Current

Senior Strategist

McCann
06.2022 - 10.2023

Digital Marketing & Strategy Manager

Roc Nation
08.2020 - 06.2022

Digital Analyst

Roc Nation
03.2020 - 08.2020

Promotions at Epic Records

Sony Music Entertainment
01.2015 - 08.2016

Artist Manager

Melie Bree Artists
01.2014 - 12.2017

Freelance Music Blogger

Museache
01.2014 - 12.2017

Master of Arts - Music Business, Global Strategy, Analytics, Entrepreneurship

New York University

Bachelor of Arts - Communications, Entrepreneurship, Music

Rutgers University
Briana West