POI

Marching percussion meets pop and EDM. I run the accounts, the cuts, and the replies in that voice.

POI is Paul Clasen’s project: snare-drum vocabulary inside dance music. I own social end to end on Instagram, Facebook, TikTok, and YouTube. The brand has to feel live, rhythmic, and like one person, because it is.

Problem

A new artist does not get a feed by posting into the void. The audience that would care is already talking somewhere else. The account also cannot sound like a label template. The cadence was a guess until it was tested.

Process

I tested how often we posted and which format carried a groove in the first second. In parallel I ran a community loop: find conversations about the lane, join them as the artist would, and give people a reason to come back to the profile. Every comment, DM, and mention gets an answer in voice and a line in the log. The log is what I use to plan the next month.

Solution

• One calendar across four networks, with cuts that respect each one.
• Daily community in an established voice. Sensitive notes go to leadership instead of becoming content.
• A 90-day test on cadence, with the off-profile conversations treated as a distribution channel.

Results

• 160% Follower growth in 90 days
• 20K+ Views from the tests
• 4 Networks on one calendar
• Daily Replies, logged

Justin Moran · Marketing Specialist · Chicago, IL · LinkedIn · Resume (PDF)