DEEPER LOOKS AT WORK WITH A POINT OF VIEW
THE WORK BEHIND THE APPROACH
Three projects where the strategy was not to become more accessible, but more committed to what made the project stand out.
01
MUSIC / AUDIENCE DEVELOPMENT
SHY HIGH
An independently produced alternative rap project needed a consistent emotional frequency, not a content machine. The strategy centered emotional decision making: face-forward content deliberately praising the music forced viewers to decide whether they hated the cockiness or loved the confidence. Either one was far better than somewhere between.
60M+
STREAMS
CHALLENGE
Scale a music project from ground zero independently. No connections, no label, no budget. Just the internet, and tens of thousands of other creatives with similar resources and goals.
WHAT I DID
Built a repeatable sonic and visual language around the specific feeling already inside the work. Early commenters felt Shy High's online persona was overly confident-- instead of making the project modest in response, I went deeper. I gave hate comments attention. I spoke even more highly of the music. I posted, interacted, and interviewed as if Shy High was already a superstar. I put significant posting volume into the project, but defining an underlying emotional tone made it all feel connected.
THE RESULT
60M+ streams and a project people could recognize before they could explain it. Shy High became known for more than the music; it was a different approach to audience building that prioritized the creator over the consumer. It gave confidence a platform despite sociocultural pressures to downplay success and let the work speak for itself. Shy High made great work and spoke of it highly.
CONDESCENDING TONE
SPOTIFY EDITORIAL PLACEMENTS
STREAMING STATISTICS
THE STRATEGIC MOVE: MAKE THE PROJECT RECOGNIZABLE BEFORE ASKING IT TO BE UNIVERSAL.
01
MUSIC / AUDIENCE DEVELOPMENT
SHY HIGH
An independently produced alternative rap project needed a consistent emotional frequency, not a content machine. The strategy centered emotional decision making: face-forward content deliberately praising the music forced viewers to decide whether they hated the cockiness or loved the confidence. Either one was far better than somewhere between.
60M+
STREAMS
CHALLENGE
Scale a music project from ground zero independently. No connections, no label, no budget. Just the internet, and tens of thousands of other creatives with similar resources and goals.
WHAT I DID
Built a repeatable sonic and visual language around the specific feeling already inside the work. Early commenters felt Shy High's online persona was overly confident-- instead of making the project modest in response, I went deeper. I gave hate comments attention. I spoke even more highly of the music. I posted, interacted, and interviewed as if Shy High was already a superstar. I put significant posting volume into the project, but defining an underlying emotional tone made it all feel connected.
THE RESULT
60M+ streams and a project people could recognize before they could explain it. Shy High became known for more than the music; it was a different approach to audience building that prioritized the creator over the consumer. It gave confidence a platform despite sociocultural pressures to downplay success and let the work speak for itself. Shy High made great work and spoke of it highly.
CONDESCENDING TONE
SPOTIFY EDITORIAL PLACEMENTS
STREAMING STATISTICS
THE STRATEGIC MOVE: MAKE THE PROJECT RECOGNIZABLE BEFORE ASKING IT TO BE UNIVERSAL.
01
MUSIC / AUDIENCE DEVELOPMENT
SHY HIGH
An independently produced alternative rap project needed a consistent emotional frequency, not a content machine. The strategy centered emotional decision making: face-forward content deliberately praising the music forced viewers to decide whether they hated the cockiness or loved the confidence. Either one was far better than somewhere between.
60M+
STREAMS
CHALLENGE
Scale a music project from ground 0 independently. No connections, no label, no budget. Just the internet, and tens of thousands of other creatives with similar resources and goals.
WHAT I DID
Built a repeatable sonic and visual language around the specific feeling already inside the work. Early commenters felt Shy High's online persona was overly confident-- instead of making the project modest in response, I went deeper. I gave hate comments attention. I spoke even more highly of the music. I posted, interacted, and interviewed as if Shy High was already a superstar. I put significant posting volume into the project, but defining an underlying emotional tone made it all feel connected.
THE RESULT
60M+ streams and a project people could recognize before they could explain it. Shy High became known for more than the music; it was a different approach to audience building that prioritized the creator over the consumer. It gave confidence a platform despite sociocultural pressures to downplay success and let the work speak for itself. Shy High made great work and spoke of it highly.
CONDESCENDING TONE
SPOTIFY EDITORIAL PLACEMENTS
STREAMING STATISTICS
THE STRATEGIC MOVE: MAKE THE PROJECT RECOGNIZABLE BEFORE ASKING IT TO BE UNIVERSAL.
02
SOCIAL / PERSONALITY ARCHITECTURE
MULTIPLE ACCOUNTS, ONE PRINCIPLE
Across independently scaled accounts, my strategy is to find the tension no one else can hold, then embrace it. Growth follows because the content has an interesting identity at its core instead of an algorithmic costume.
275K+
COMBINED FOLLOWERS
CHALLENGE
Turn account growth into a vehicle for identity development and brand awareness; not game the algorithm to end up with a passive, barely engaged audience.
WHAT I DID
Found the most interesting, most authentic voice within the account's identity. Doubled down. Became so undeniably specific that the algorithm could place me in front of the perfect audience. Whether I'm pushing an art project, a philosphical perspective, or an eclectic mix of interests, I focus on my favorite aspect that people are responding to. The best thing to post about is the thing you can post about over and over; this approach is a through-line across my projects.
THE RESULT
Multiple independently scaled accounts beyond 50K followers—without outsourcing the personality.
INSTAGRAM ACCOUNTS
TIKTOK ACCOUNTS
30-DAY INSTAGRAM REEL VIEWS
THE STRATEGIC MOVE: MAKE THE PERSON MORE LEGIBLE WITHOUT MAKING THEM LESS STRANGE.
02
SOCIAL / PERSONALITY ARCHITECTURE
MULTIPLE ACCOUNTS, ONE PRINCIPLE
Across independently scaled accounts, my strategy is to find the tension no one else can hold, then embrace it. Growth follows because the content has an interesting identity at its core instead of an algorithmic costume.
275K+
COMBINED FOLLOWERS
CHALLENGE
Turn account growth into a vehicle for identity development and brand awareness; not game the algorithm to end up with a passive, barely engaged audience.
WHAT I DID
Found the most interesting, most authentic voice within the account's identity. Doubled down. Became so undeniably specific that the algorithm could place me in front of the perfect audience. Whether I'm pushing an art project, a philosphical perspective, or an eclectic mix of interests, I focus on my favorite aspect that people are responding to. The best thing to post about is the thing you can post about over and over; this approach is a through-line across my projects.
THE RESULT
Multiple independently scaled accounts beyond 50K followers—without outsourcing the personality.
INSTAGRAM ACCOUNTS
TIKTOK ACCOUNTS
30-DAY INSTAGRAM REEL VIEWS
THE STRATEGIC MOVE: MAKE THE PERSON MORE LEGIBLE WITHOUT MAKING THEM LESS STRANGE.
02
SOCIAL / PERSONALITY ARCHITECTURE
MULTIPLE ACCOUNTS, ONE PRINCIPLE
Across independently scaled accounts, my strategy is to find the tension no one else can hold, then embrace it. Growth follows because the content has an interesting identity at its core instead of an algorithmic costume.
275K+
COMBINED FOLLOWERS
CHALLENGE
Turn account growth into a vehicle for identity development and brand awareness; not game the algorithm to end up with a passive, barely engaged audience.
WHAT I DID
Found the most interesting, most authentic voice within the account's identity. Doubled down. Became so undeniably specific that the algorithm could place me in front of the perfect audience. Whether I'm pushing an art project, a philosphical perspective, or an eclectic mix of interests, I focus on my favorite aspect that people are responding to. The best thing to post about is the thing you can post about over and over; this approach is a through-line across my projects.
THE RESULT
Multiple independently scaled accounts beyond 50K followers—without outsourcing the personality.
INSTAGRAM ACCOUNTS
TIKTOK ACCOUNTS
30-DAY INSTAGRAM REEL VIEWS
THE STRATEGIC MOVE: MAKE THE PERSON MORE LEGIBLE WITHOUT MAKING THEM LESS STRANGE.
03
MEDIA / BRAND PARTNERSHIPS
31DOCTORMIAMI: personality-led media brands care about.
The project combines comedy, sexuality, charisma, and emotional intelligence. The mix is the product.
4 FIGURE
SINGLE-POST PARTNERSHIPS
CHALLENGE
Make paid brand work fit a platform built on a lens. 31doctormiami is its own niche. There are no obvious brand partners for this style of content creation compared to categories like travel, fitness, and fashion.
WHAT I DID
Develop repeatable, specific content styles. Inhale internet culture and put it through the project's filter. Harness engagement until my audience became defined enough to allow the right brand partnerships to emerge naturally.
THE RESULT
Paid promotion that felt like culture rather than interruption.
JULIE OFFER
JULIE CAMPAIGN
JULIE RESPONSE
THE STRATEGIC MOVE: KEEP THE BRAND IN THE JOKE, NEVER IN FRONT OF IT.
03
MEDIA / BRAND PARTNERSHIPS
31DOCTORMIAMI: personality-led media brands care about.
The project combines comedy, sexuality, charisma, and emotional intelligence. The mix is the product.
4 FIGURE
SINGLE-POST PARTNERSHIPS
CHALLENGE
Make paid brand work fit a platform built on a lens. 31doctormiami is its own niche. There are no obvious brand partners for this style of content creation compared to categories like travel, fitness, and fashion.
WHAT I DID
Develop repeatable, specific content styles. Inhale internet culture and put it through the project's filter. Harness engagement until my audience became defined enough to allow the right brand partnerships to emerge naturally.
THE RESULT
Paid promotion that felt like culture rather than interruption.
JULIE OFFER
JULIE CAMPAIGN
JULIE RESPONSE
THE STRATEGIC MOVE: KEEP THE BRAND IN THE JOKE, NEVER IN FRONT OF IT.
03
MEDIA / BRAND PARTNERSHIPS
31DOCTORMIAMI: personality-led media brands care about.
The project combines comedy, sexuality, charisma, and emotional intelligence. The mix is the product.
4 FIGURE
SINGLE-POST PARTNERSHIPS
CHALLENGE
Make paid brand work fit a platform built on a lens. 31doctormiami is its own niche. There are no obvious brand partners for this style of content creation compared to categories like travel, fitness, and fashion.
WHAT I DID
Develop repeatable, specific content styles. Inhale internet culture and put it through the project's filter. Harness engagement until my audience became defined enough to allow the right brand partnerships to emerge naturally.
THE RESULT
Paid promotion that felt like culture rather than interruption.
JULIE OFFER
JULIE CAMPAIGN
JULIE RESPONSE
THE STRATEGIC MOVE: KEEP THE BRAND IN THE JOKE, NEVER IN FRONT OF IT.
THE NEXT CASE STUDY COULD BE YOURS
MAKE THE INTERESTING THING THE WHOLE THING
MAKE THE INTERESTING THING THE WHOLE THING
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