Digital Strategy and Rollout for SWEET TOOTH Album

SWEET TOOTH is the debut album from Halima, a London-based artist raised between Lagos and London. Drawing from folk, jazz, R&B, and piano-led songwriting, her work explores self-discovery, community, and the emotional complexity of human connection.

The album acts as an epilogue rather than a beginning — a reflection on past behaviors and lessons learned, framed as a love letter to both pleasure and pain. The goal of this project was to lead digital creative strategy and support the ongoing world-building of SWEET TOOTH, translating its emotional depth into a cohesive and intentional digital presence.

The process began with a foundational artist questionnaire to clarify themes, visual language, and emotional intent. This informed the overall digital strategy and narrative arc of the rollout.

I collaborated closely with Halima, her label, and the creative director to ensure alignment across music, visuals, and messaging. Content direction focused on pacing, tone, and cohesion rather than trend-led promotion. I developed a structured content calendar to guide pacing across the release, and edited select video assets to maintain visual consistency and reinforce the album’s world. The approach prioritized cohesion and longevity over trend-led promotion.

The final rollout included 50+ pieces of content supporting the album release. The campaign received coverage from The FADER and BBC, expanding Halima’s visibility and positioning her as a rising artist.

The project directly supported two tour opportunities and established a strong digital foundation for Halima’s next chapter.