Realised Project for the Leading Hip-Hop Record Label in the Netherlands (under NDA)

During my penultimate semester, I took on the “Management of Value Creation” module, where I had the chance to work with the leading hip-hop record label in the Netherlands. I saw this as the perfect opportunity to prove my skills and make a real impact.

The label challenged us to find ways to build stronger consumer trust between them and their fans. Drawing on design thinking principles, I developed a fully substantiated concept that focused on in-depth target group analysis and prioritized co-creation between the label and its audience. My approach was all about aligning the label’s values with what their fans truly wanted, and creating real opportunities for fans to get involved in shaping the brand’s future.

After pitching our ideas, my concept was selected by the client. I then led a team of peers to develop a comprehensive marketing and finance plan, complete with social campaign mock-ups, a branding guide, detailed marketing strategies, budget sheets, a Gantt chart, and more. Our deliverables were designed to give the label clear, actionable steps to achieve their goal of deeper fan trust and engagement.

A few weeks after the semester ended, I learned that the label had decided to move forward with my concept and was bringing it to life. Due to an NDA, I can’t share more details, but knowing my work was implemented by a major industry player was incredibly rewarding.

On top of that, I received a perfect 100% grade for the semester-a testament to the impact and quality of the project.