Five yearsbuilding aglobal artistpresence.

Six sides of one job

1. 01 / 06

   Social strategy and growth

   It starts with understanding FLO as artists first, then building a social presence that feels like a genuine extension of their personalities, music and audience. Content strategies are built around releases, tours, performances and cultural moments, and trends are only used where they feel natural to the group. The TikTok community grew from around 300K to 1.5M followers, with multiple pieces of content reaching tens of millions.

   
2. 02 / 06

   Content and creative direction

   The role grew into the wider creative direction around the group: content concepts and treatments, plus input across visuals, styling, glam and social presentation. On tour and on larger productions Ana directs photographers and videographers, suggests shots and edits, and sees content through to final delivery, often coordinating teams of 10 to 15 people or more.

   
3. 03 / 06

   Creating in real time

   Much of the work happens where there is only one chance to capture the moment: global tours, award shows, television, festivals, music videos and editorial shoots, often travelling every day or two and going straight from a flight into rehearsals. It means making creative decisions quickly and holding quality when the turnaround is measured in hours rather than days.
4. 04 / 06

   Talent and cultural relations

   Social in music is as much about recognising cultural opportunities as it is about planned content. Ana has represented FLO in high profile rooms, building relationships and setting up introductions where there was a genuine chance for connection and content. During Grammy week in Los Angeles that included moments with Mariah Carey, Stevie Wonder, Justin Timberlake, Pharrell Williams and Brandy.

   
5. 05 / 06

   Working across teams

   The work sits alongside major labels, management, production companies, publications and global brands. Campaign objectives from Universal Music in the UK and the US become content that still feels authentic to FLO's audience. Photography and content from the project has run across editorial and cultural platforms, including collaborations involving Wonderland, i-D and MOBO, and activations with Spotify, Apple Music, Dazed, NYLON France and Balenciaga x NBA.

   
6. 06 / 06

   More than social management

   Social is not the last stage where finished campaigns get posted. The artist, the audience, the campaign and the creative world are understood from the start, so social becomes part of the idea rather than an afterthought. That means moving between strategist, content creator, creative lead and on the ground problem solver, with the audience always at the centre.

   

theMagazines

• MOBO x Wonderland
• i-D x FLO
• Dazed
• NYLON France