WHO an independent record label serving specialty formats without the limitation of genre or form

WHAT advocate the work of adventurous musicians

WHERE newsletter // web // social

HOW strategy // concepting // copywriting // community management // event coverage // analytics 



Folk singer-songwriter Jess Williamson joined our label this year as a relative newcomer on the scene, having previously self-released two albums. I proposed non-traditional product shots as a way to make Jess’ new album stand out amongst more established artists, and to infuse the shots with a visceral aesthetic that immediately conveys the themes Jess explores in her lyrics. These shots were then turned into a gif for use in our release day newsletter and across social platforms.

Cosmic Wink



To further incentivize holiday shoppers this year, I suggested we donate a portion of our proceeds to the Vera Institute of Justice’s SAFE initiative, a network of cities committed to providing legal representation to immigrants facing deportation. All holiday sale assets were then designed around the idea of doing good for those in need. Additionally, we categorized select sale items into gift guides, so shoppers could easily find presents for that specific person in their life.

A Holiday Sale, A Holiday Safe

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key results

As a more established brand, Mexican Summer growth rates were expectedly lower compared to our Anthology and Marfa Myths imprints. However, ten years after the label was founded, we still found new fans and saw growth across all social media platforms during my first year. Growth rates:

  • Instagram: 29%
  • Facebook: 7%
  • Twitter: 6%