Vic Firth & Zildjian
Two of the most loved names in percussion, and the communities around them — artist-first storytelling, evergreen campaigns, and launch support.
The role
As Global Social Media Manager, I owned organic social for Vic Firth — the leading maker of drumsticks and percussion implements — and later for Zildjian, the leading maker of cymbals, across Instagram, Facebook, YouTube, X and LinkedIn.
My approach was simple: deepen the community's connection to the roster, tell the story behind how the products are made, and give every launch a moment worth sharing. On the long-form artist series below, I drafted the organic social plans with the brand manager, reviewed edits in post, and directed the social cutdowns.
Vic Firth
The brand journey ↗Initiatives I led or contributed the social strategy and edit direction for.
vfDUOS
A video series pairing key members of the artist roster to showcase their skills in a collaborative setting — deepening the community's connection to the artists and their choice of product.
vfBrushMasters
A pandemic-era content event convening roster artists around the legacy of brush work — built to drive awareness and engagement in the category, with a sustained UGC campaign and an integrated product giveaway.
Vic Firth Live: In The Studio
A pandemic-era series interviewing industry-leading artists from their own studios, deepening the relationship with Signature Series artists and giving fans richer content to connect with.
Welcome To The Family
An updated format spotlighting new artist signings — giving each artist a shared communications moment with the brand and lifting share of voice over time.
View on Instagram ↗
Stories Behind the Sleeves
A Masterclass-format series with leading roster artists, engineered to break into a multitude of evergreen clips used across product initiatives through the year.
#vf15 & #vfJams
Two legacy UGC campaigns that sustained evergreen Instagram content — fed by the artist network and consumer base, and a consistent contributor to share of voice, reach, and engagement.
View on Instagram ↗“How It’s Made” factory series
A behind-the-scenes series showcasing the craftsmanship behind the product — answering a community that valued the story with an enhanced storytelling format.
View on Instagram ↗
New product support
Social support for a growing product category — driving awareness, engagement, and adoption through artist performances, educational content, and UGC.
Zildjian
zildjian.com ↗
Zildjian Live, Season 2
An exclusive studio-performance series featuring top Zildjian artists with house band Ghost-Note — breaking into performances, video lessons, and artist interviews distributed across the channels.
Zildjian Collaborations
A mini-series spotlighting drummers playing alongside leading vocalists — surfacing their stories as bandmates and the creative choices behind the instruments they play.
Welcome To The Family
The new-signing format carried to Zildjian — a shared comms moment with each incoming artist that elevated the brand's share of voice over time.
View on Instagram ↗
Makers of the Foundry
A behind-the-scenes series on the people and craftsmanship behind the cymbals — mixed media showing the hands and the process behind every instrument.
View on Instagram ↗
Concept Shop & REFLEXX
Social support for quarterly limited-run launches (Concept Shop) and a growing practice-pad category (REFLEXX Conditioning Pad) — product demos, artist performances, and UGC to build awareness and adoption.
More work
See the rest of the portfolio, or get in touch.