First Listen is a social-first video content series I created and led for OPENWAV to support indie artist discovery and fan engagement. I pitched and developed the concept from the ground up—combining intimate artist listening sessions with bold, short-form visual storytelling built for TikTok and Instagram Reels.

I led the entire creative direction, from scouting talent and securing venues to shaping the visual identity, content rollout strategy, and social calendar. The series paired real-life community events with native social formats, sparking virality and grassroots traction.

As a result, I grew OPENWAV’s social presence from under 1,000 to over 14,000 followers in one month, generated over 397,000 views, and reached 87% new audiences. The top-performing Reel hit 201K+ views organically, marking the series as a viral success that helped define the OPENWAV brand and kickstart its creator community.