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Growing BandLab to 100M Registered Users
Led content across copywriting, social media, and influencer marketing for the world's largest music making app.
Led content across copywriting, social media, and influencer marketing for the world's largest music making app.
BandLab is the world's largest music making app, with over 100 million registered users across more than 170 countries. I joined as content lead and eventually ran three teams: copywriting, social media, and influencer marketing.
The role was high-volume and commercially focused. Content served every major marketing channel and was measured against app install volume, monthly active user growth, and subscriber revenue.
I led content on over 30 campaigns, from product and feature launches to sales such as Black Friday, to artist collaborations with billboard nominated artists. Working across creative, product, and growth teams to ship on time and on brief.
The cumulative results of these efforts have contributed to BandLab becoming the largest music making app on the planet, and being nominated for Apple's App of the Year (2026).
Across BandLab's social channels, we designed content buckets to support company goals (MAU growth, MMR growth, retention) and grew total following to over 2 million. The growth came from a high and consistent posting cadence, well researched tutorials to serve user needs, trend-jacking, influencer amplification, and the UGC team feeding a steady stream of high-performing content into the mix.
YouTube was a channel we invested in heavily. Subscriber count doubled and view count tripled, driven by SEO researched tutorial content, creator spotlights and a strong shorts strategy supplementing paid media. The stats below reflect the channel's growth across my tenure.
I built the influencer marketing team at BandLab from the ground up, eventually managing a seven-figure budget across creators in three categories: vocalists, instrumentalists, and producers. The team ideated, briefed, and commissioned thousands of posts to support growth, fuel campaign moments, and generate revenue through affiliate partnerships.
The approach was to feature creators authentically and without payment. This gave artists a genuine reason to share their BandLab creations across social platforms, rather than feeling like a paid promotion. What started as a content strategy became a cultural moment in online music communities, with the branded hashtag accumulating 2.2 billion views on TikTok across thousands of organic posts.
I led the copywriting team and integrated AI tools into day-to-day production, introducing ChatGPT in 2023 and later adding Claude Projects into the workflow. The goal was to increase what the team could ship at a better win rate. From push notifications to SEO-optimised blog posts to social captions, I led the output of thousands of assets from the copy team.