Case Study 02: Halsey
For Halsey’s 2025 “For My Last Trick” summer tour, I led the digital ecosystem for Halsey across artist platforms, HQ channels, and their beauty brand about-face — from social strategy, content creation, and influencer programming, to tour-based activations.
Strategy for Halsey’s official artist accounts centered on trend participation and behind-the-curtain content, generating multiple viral TikToks and 59M+ total views on their official account. The tour’s digital momentum helped Halsey reach 52M monthly Spotify listeners for the first time in her career and surpass 2.2B Spotify streams over the duration of the tour.
We also launched @HalseyHQ social channels on the eve of the first tour date. The account quickly became a central platform featuring first-looks at merch, ticket giveaways, livestreams, collaborations with top fan accounts, TikTok and CapCut templates to encourage UGC trends, alongside interactive posts that helped fans influence the setlist and spotlight the band and tour creatives.
For about-face beauty, we led social strategy, influencer strategy, and on-site tour activations, including concepting and producing the about-face VIP lounge with an influencer program integrated into the tour. The activation delivered 70+ influencers in attendance of the tour and one of VIP Nation’s lowest complaint-rate lounges on record.