Case study · Besser.
Building a digital career without separating music, story and content.
Fang works on Besser’s digital presence with strategy, social media management, audiovisual production, design, YouTube, paid media and release planning.
The challenge
More than promoting songs: introducing the artist.
The project needed to organize releases, performances, stories, conversations and behind the scenes into consistent communication. The strategy started using each recording as raw material for multiple formats and platforms.
Continuous presence
Keeping a steady frequency between releases without relying only on promotional posts.
Identity and narrative
Showing Besser as a singer, songwriter and communicator, bringing the audience closer to the creative process.
Performance
Music is at the heart of the content.
Performances, live streams and music content help the audience get to know the repertoire, voice, references and personality — and then extend into clips, Shorts, Reels and promos.
Fang’s role
From recording to distribution.
Social media management
Instagram, TikTok, Facebook and YouTube with calendar, publishing and monitoring.
Audiovisual production
Performances, interviews, live streams, behind the scenes, vertical content and special materials.
Music marketing
Release planning, warm-up content and campaigns connected to the album Farol.
YouTube
Titles, descriptions, thumbnails, clips and organization of long-form videos and Shorts.
Design
Release artwork, content covers, promos and identity for recurring formats.
Paid media
Campaigns to expand reach and introduce songs and content to new audiences.
Original format
Besser Cast: content that expands the artist’s world.
The show opens space for conversations with musicians, producers and collaborators, turning relationships and behind-the-scenes stories into long-form content and clips for social media.
Release
Veríssimo as part of a bigger story.
Introduction content
Videos, graphic pieces, clips and posts that give context to the song and its lyrics.
Campaign
Materials for social media, YouTube and paid media connected to the Farol project strategy.
Results
More structure for a career in motion.
Your music project
An independent career can also have a communication structure.
Fang helps artists organize their digital presence, produce professional content and turn releases into campaigns with continuity.
