James Underwood - Portfolio

Over 10 years of experience working within the music & media industry. Currently Head of Music Content Strategy @ TikTok. Leading music content, programming and curation teams across the UK & EU.

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Skills

Music Programming

Leading localised music curation with playlisting across both audio and video verticals.

Content Strategy

Developing global music and video content strategies for industry leaders TikTok & Vevo.

Product Development

Partnering with Product & Engineering teams to develop user facing music features.

Audience Development

Launch, management and growth of audience platforms including YouTube channels.

Tone of Voice

Defining music tone of voice framework including playlist names, descriptions and positioning.

Data & Analytics

Vast experience in utilising data & analytic tools to inform decision making and strategies.

Experience

James Underwood

Music Content Strategy

Music Content Strategy

Music Programming & Curation

James Underwood - Portfolio

Skills

Music Programming

Content Strategy

Product Development

Audience Development

Tone of Voice

Data & Analytics

Experience

Portfolio

TikTok – Music Programming

Vevo – Music Programming

#BackToTheMusic

TikTok LIVE – Valentine’s Day

TikTok LIVE – Black History Month

TikTok LIVE – Behind The Beat

Vevo.com – Music Content

Pearl & Dean – Movie Content

Music Festival Newspaper

Printed Music Magazine