Niya Morton
Los Angeles,CA
Summary
Intentional, creative and results-driven Director of Artist Services with a passion for artist branding, development and global marketing. Professionally equipped with 6+ years experience in product management and 4+ years in artist management working alongside innovative, Grammy award-winning talent. Listed on Billboard's 2022 Managers To Watch list as a direct result of spearheading the marketing efforts and strategic execution on the platinum selling Baby Keem album, The Melodic Blue.
Overview
9
9
years of professional experience
Work History
Director, Artist & Label Services
The Orchard
04.2024 - Current
- Spearhead marketing efforts across priority artists by devising and implementing high-level creative plans to grow and engage audiences while driving consumption
- Efficiently communicate and identify campaign goals and KPIs with internal teams across retail, press, digital/brand marketing, advertising and radio while working collaboratively to drive artist success and visibility
- Consistently and effectively interface with management and artists to develop trust, understanding and alignment on desired campaign results, artist development and A&R strategy
- Proactively examine and monitor release analytics to increase consumption and intentionally drive marketing efforts
- Communicate across internal teams and develop global marketing strategy across artists in the UK, MENA and Australian territories
- Intentionally foster and maintain strong relationships across retail, fashion, press and more within the creative industry
- Administer and manage campaign budgets while measuring the impact of spends
- Identify talent (artists, producers, songwriters) for potential collaboration with Orchard Artist Services roster
Music & Artist Management
pgLang
02.2020 - 03.2024
- Strategically and creatively amplify artists commerce, brand and fan engagement though high-level album release planning, product management and perceptive comprehension of current and new consumer trends
- Curate and nurture brand relationships that authentically drive and elevate the artists cultural identity and fan discourse while simultaneously upholding a symbiotic relationship through aligned messaging
- Assist in establishing artist brand partnership deliverables, fees and contractual terms
- Passionately plan activations for album releases, touring events and Grammy nomination promotion
- Competitively negotiate album producer and feature artists fees, publishing and royalty splits while meeting budget requirements
- Lead quarterly finance meetings for all developing artists on pgLang roster
- Consistently meet tight deliverable and content deadlines while working in a high pressure environment
- Coordinate execution of artist photohoots, music videos, and merch design alongside internal production team and in collaboration with highly sought out creatives
- Meticulously process and understand fan/listener consumption patterns
- Maintain daily and direct communication with all pgLang artists with the objective to maintain trust and understanding of their vision
- Coordinate, plan and align with producers and writers for all artists studio sessions and music for upcoming company films
- Maintain dynamic relationships in the music, film, gaming and tech industries.
Product Manager
The Orchard
07.2018 - 02.2020
- Established single/album release plans and strategy for developing artists on the Artist Services roster
- Effectively communicated and worked alongside artist and label management, advertising and sales departments, PR and digital teams to drive music consumption and artist visibility
- Pitched photographers, videographers and creatives to artist management that ultimately alingned with their vision for album assets
- Served as the primary point of contact for internal teams and artist management while maintaining high level of trust
- Developed efficient understanding of company data platforms with intention to augment artist reach and consumption
Coordinator
Power Moves Inc / Global Spin Awards
09.2015 - 03.2018
- Strategically wrangled talent, DJs and social media influencers to attend Global Spin Awards ceremony
- Initial point of contact for talent and award ceremony nominees
- Constructed and assembled awards voting ballot via Election Buddy system
- Developed and established the criteria and standards for voting bureau members
- Researched and selected prominent industry influencers to join the awards voting bureau
- Organized and maintained DJ and influencer contact database
- Managed and maintained Global Spin 365 social media accounts via Instagram and Twitter
- Researched and coordinated with talent to interview and shoot content for globalspin365.com
- Hired as an intern, pulled on as full time employee one year later
Education
Bachelor of Arts - Journalism
Suny Albany
Albany, NY05-2012
Some College (No Degree) - International Business
Temple University
Philadelphia, PA05-2009
Skills
- Exceptional interpersonal and networking skills aimed at building and sustaining long term relationships
- Passion and knowledge for diverse range of music genres, brands and pop culture trends
- Resourceful planner with strong research ability
- Empathetic understanding of day to day concerns and values of both developing and established artists
Timeline
Director, Artist & Label Services
The Orchard
04.2024 - Current
Music & Artist Management
pgLang
02.2020 - 03.2024
Product Manager
The Orchard
07.2018 - 02.2020
Coordinator
Power Moves Inc / Global Spin Awards
09.2015 - 03.2018
Bachelor of Arts - Journalism
Suny Albany
Some College (No Degree) - International Business
Temple University
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