MUSIC

Emphasis: Consumer Research, Event Ideation

Strengthened Skywalker Sound’s connection to Gen Z musicians and audiences at UC Berkeley around their recording stage by building visibility, trust, and engagement, while performing a competitive analysis of recording stages across the Bay Area, and creating a sustainable channel for rising Bay Area creative talent to learn about and access Skywalker’s recording stage.

Emphasis: Consumer Behaviour, Market Strategies, Event Planning

Understanding Gen Z perceptions of Dirtybird’s artists, events, and overall brand identity, including reactions to music style, messaging, visuals, social media presence, and merchandise Prototyping and testing the Dirtybird Social Club experience with a college audience through an activation to explore how Dirtybird’s “beyond the music” community identity can reach younger audiences and resonate with Gen Z by incorporating fun, engaging local activities.

Emphasis: Market Research, Qualitative Research, Product Placement

Explored how Dolby can support podcast creators through tools, partnerships, and programs that enhance audio creation and storytelling, particularly around interview-style podcasts. Understanding creator workflows, motivations, and opportunities for innovation, with attention to user-generated content (UGC) dynamics and Gen Z audience influence Incorporated the Dolby XP app experience and test creator and audience reactions to Dolby Atmos-enhanced podcasts through focus groups and activations to assess perceived value and authenticity.

Expanded Island Record’s artist Sabrina Carpenter’s audience through on-campus activations and a ticket giveaway

Hosted artist Ben Goldsmith, organizing 2 local concerts for him and capturing live-event content for his social media