The Drive Home EP
Product Manager
Launched Vanta Music’s debut artist Samara Cyn with the release of her debut EP, The Drive Home—a breakout campaign that transformed her from emerging talent to rising star. Built in close alignment with the artist’s creative vision, the campaign blended digital storytelling, platform strategy, and cultural positioning to drive exponential growth. The project earned widespread media coverage and recognition positioning Samara as a breakout artist.
My Role
Served as Product Manager and co-marketing lead for Vanta Music’s debut artist launch.
Developed go to market strategy and rollout calendar for The Drive Home EP, aligning brand, creative, and promotional touchpoints
Unified internal teams across Disney Music Group—including design, publicity, sales & digital, and A&R—to support the artist’s growth
Developed partnerships and campaign extensions rooted in cultural fluency and emotional storytelling
→ Featured Samara Cyn’s single as the official theme song for Women’s College Basketball on ESPNOversaw development of visual assets including single art and motion graphics
Drove exponential audience growth: 7K → 200K+ Instagram followers, and 30K → ~1M Spotify monthly listeners in under a year
Impact
2,750%
Increase in Instagram Followers
Explosive Audience Growth
The debut campaign for The Drive Home drove massive visibility for Samara Cyn—growing her Instagram following from 7K to over 200K and her Spotify monthly listeners from 30K to nearly 1 million in under 12 months. What began as an emerging voice quickly became a breakout artist story rooted in intentional brand development and platform strategy.
3,200%
Increase in Spotify Monthly Listeners
Platform Recognition & Industry Co-signs
Samara’s momentum earned her placements on YouTube’s Foundry, and Spotify and Amazon Music’s Artists to Watch programs—solidifying her status as a breakout act with real staying power. The campaign also sparked organic praise from cultural icons and peers alike, with artists including Erykah Badu, Lauryn Hill, Victoria Monét, Doja Cat, Smino, Doechii, and Baby Keem publicly acknowledging her work.
167%
Increase in YouTube Followers
Establishing Vanta Music’s Brand Identity
As Vanta Music’s first artist launch, the campaign helped define the imprint’s creative tone and strategic philosophy. By centering authenticity, emotional storytelling, and cultural fluency, Samara’s rollout established a blueprint for how Disney Music Group could engage a new generation of listeners through Vanta’s distinct voice.
Coverage
