Research & Discovery

I started by immersing myself in Odiato’s music, style, and artistic persona to understand what made him unique within the underground scene. I explored the broader dark underground landscape to see where he could stand out and carve his own space. By analyzing fan behaviors, engagement patterns, and the content that resonates with listeners of dark trap, emo rap, and Detroit-style beats, I identified opportunities to position Odiato as a solo artist with a distinctive voice and brand.

Audience & Personas

Next, I focused on understanding who Odiato was speaking to as a solo artist. I created detailed personas for fans of dark underground music, alternative subculture communities, and fellow underground artists. By analyzing listening habits, engagement patterns, and content preferences, I was able to tailor strategies that felt authentic and relevant. This approach helped guide content that would not only engage existing fans but also attract new listeners, supporting Odiato’s goal of building a distinct personal brand in the underground scene.

Brand IDENTITY & Visual Direction

With the audience insights in hand, I focused on building Odiato’s unique brand identity. The goal was to create a visual and tonal style that reflected his aesthetic while highlighting his versatility and individuality as a solo artist. I developed moodboards, color palettes, typography options, track visuals and post templates to create a cohesive look across Instagram and Spotify. By balancing his personal style with the raw, dark energy of the underground scene, we crafted a brand presence that helped Odiato stand out and connect deeply with fans.

Content strategy & pillars

I developed a content strategy that showcased Odiato’s music, style, and personality while building fan engagement. Posts featured visually striking cover art, track teasers, behind-the-scenes moments, and interactive content like polls and Q&As. Each piece of content aligned with one of the key pillars: music & releases, visual identity, lifestyle & behind-the-scenes, community engagement, and collaborations - ensuring a consistent and engaging brand presence.

Scheduling & performance tracking

To maintain momentum and measure impact, I created a posting schedule and established key metrics to track growth and engagement. By monitoring performance, I was able to refine content and timing, making sure each post maximized reach and strengthened Odiato’s personal brand.

Personal Takeaways

Working with Odiato taught me the importance of balancing individuality with consistency in brand building. I learned how to translate an artist’s unique sound and personality into a cohesive visual and social media presence that resonates with fans. This project strengthened my skills in audience research, content strategy, and visual storytelling, while also deepening my understanding of the underground music scene. Most importantly, it reinforced how thoughtful, strategic social media can help an artist carve out their own space and grow a loyal community.