Local Music Director (2004 – 2008) Produced and hosted a weekly local music show on Arizona State University’s college radio station called "The Basement;" curated original playlists and booked artists every week for live, in-studio performances. • Director, Promotions (2005 – 2006) Coordinated promotional events such as on campus concerts and partnerships with local vendors and campus organizations at ASU. Managed a staff of volunteers & created the station's social media properties (Assistant Director 2004 – 2005) EDUCATION ARIZONA STATE UNIVERSITY Walter Cronkite School of Journalism & Mass Communication B.A., Strategic Media & Public Relations, Popular Music Ashley Harris 10834 Hortense St. #5, North Hollywood, CA 91602 (917) 279-0492 | [email protected]

MARKETING CAMPAIGNS

Artist Campaign Case Study

Overview Betty Who chose to partner with AWAL Recordings in January 2018 following the end of her contract with RCA Records. She had 10 songs ready & was eager to release her music on her own terms. We agreed on releasing a handful of singles over the course of the next year while she completed her winter tour before taking a long break. In that time, we released “Ignore Me” (1/19), “Look Back” (3/9) & “Taste” (5/18). We eventually decided that the fans would be more responsive to a complete EP, which was called Betty Pt. 1 (6/15). We gave the singles & EP a comprehensive marketing push, including teaser campaigns, fan engagement activities, platform partnerships, influencer outreach & online advertising. She was also featured in a few major lifestyle campaigns & television synchs, including recording a new version of the Queer Eye theme song & performing on The Bachelorette. We initiated conversations with Netflix & ABC to ensure we were able to maximize those moments. Betty Who & her management team were thrilled with the ideas we presented & how committed we were to taking her through this next chapter of her career. “It is so clear to me that they share the vision I have had for myself for so long and I believe they are the perfect team to help facilitate this very exciting transition. I can’t wait to see all the amazing things we will achieve together.” - VARIETY

Social Growth Facebook Twitter Instagram • Strong growth across audience & engagement,. • Only decline was in Facebook engagement, thanks in large part to the January '18 algorithm overhaul. o Due to this update, I proactively created a Who Crew Facebook Group, which has 5% engagement. *Data gathered via CrowdTangle

Advertising Highlights • Mapped out budget plans for paid advertising around various tentpoles of the campaign, including releases & TV appearances. • Wrote multiple options of copy & created assets to optimize for best performance via ToneDen. • Targeted connected fans, lookalike audiences, similar artists, remarketing audiences, lifestyle groups & relevant keywords & #hashtags. FB & IG Twitter Snapchat Results Impressions: 97,412 Clicks: 7,741 CTR: 9.23% CPC: $0.08 Impressions: 172,000 Swipe Ups: 1,300 CPC: $0.17 *Across approx. six campaigns Ad Examples Impressions: 558,005 Clicks: 15,578 CTR: 4.38% CPC: $0.12

Who Crew Facebook Group • Created a fan group based on feedback from Facebook that posts there would be prioritized in the feed. • Offered exclusive content like the first "Taste of Taste" clip. • Fans are highly engaged, posting photos with Betty, tattoos, favorite videos & planning meet-ups at shows. Engagement rate is at 5%, which is higher than the official page rate of 0.25%

Social Assets • Created & uploaded all profile headers for singles & EP. • Created & uploaded packshot videos for singles & EP.

Marketing Highlights • "Betty Bingo" encouraging fans to "claim their name" to announce her self-titled EP. • Social blackout leading up to the release of the EP. • Q&A at Facebook HQ for the release of "Ignore Me" • First ever Reddit AMA on r/popheads for EP release day.

• Created custom .gifs for Betty Who's verified Giphy profile. • .Gif stickers created for use in Instagram stories. • Negotiated use of Queer Eye .gifs to use on Betty's profile. • Facebook frame launched with nametag creative.

#NationalTasteDay • Created #NationalTasteDay for the release of "Taste." • Encouraged fans to post "what they can't get enough of" with hashtag. • Partnered with Thematic to find food influencers to post with audio. • Ordered custom cupcakes to send to Betty, Spotify, Apple Music & her friend Scott Hoying (from Pentatonix)

#NationalTasteDay • Favorite Fan Posts (Twitter)

Additional Influencer Posts

Partnership Campaign Case Study

Overview In an effort to find unique opportunities for Universal Music’s catalog around Valentine’s Day 2021, a strategic partnership was made with Riot Fest, an annual music festival that has been in Chicago, Denver & Toronto since 2012. Many UMG artists have graced the stage at the festival & Riot Fest continually works to find ways to support artists & activate their fans year-round. We developed a multi-tiered campaign, including a custom “Valentine’s Day Yourself” playlist of sad songs that lives Riot Fest properties & supported by several of the UMG artists that were included. The cornerstone of the campaign was a fan event with Hoobastank, who shared a “romantic meal” on Riot Fest’s Instagram Live while answering questions & giving love advice to those watching from home. These efforts were supported by the Hoobastank, Riot Fest, Universal Music Group & Island Records on social platforms & CRM.

Franchise Anniversary Campaign Case Study

Overview 2021 marked the 25th Anniversary of Sublime’s self-titled & final album, released in 1996. The band’s legacy has endured over decades, with new fans discovering them every day through continuous radio play, synch & iconic branding, synonymous with the California music scene that brought them to prominence. We spent nearly a full year developing on-going engagement campaigns, culminating in the anniversary on July 30 & extending in the months beyond with new content & fan engagement campaigns. We saw growth across all areas of the band’s presence, including press pick-up, streaming of the album, new video content including brand new & remastered content & feverish demand for exclusive physical pieces & the band’s merch store.

HONDA STAGE

Social Media Copy Deck Client: American Honda Motor Co., Inc. Project: Honda Civic Tour Item(s): 1. Guess The Headliner #1 2. Guess The Headliner #2 – Fallout Boy 3. Guess The Headliner #3 4. Guess The Headliner #4 – Panic! At The Disco 5. Guess The Headliner #5 6. Guess The Headliner #6 – American Authors 7. Guess The Headliner #7 8. Guess The Headliner #8 9. Guess The Headliner #9 10. Guess The Headliner #10 11. Guess The Headliner #11 12. Guess The Headliner #12 Media: Honda Stage Facebook, Honda Stage Twitter, Honda Stage Instagram Item #1 Honda Stage Facebook The 2016 Honda Civic Tour announcement is coming March 22nd! Get ready, it’s going to be a good one. Can you guess who's headlining this year for Civic Tour's 15th anniversary? Clue #1: There will be two acts instead of one & this is not the first time these two have shared a stage! Comment below with your guess and the #HeadlinerSweepstakes hashtag for a chance to win a trip to see your choice of Fall Out Boy, Panic! At The Disco, American Authors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Crowd shot with “Guess the #Headliner Sweepstakes” & HCT 15th anniversary logo Honda Stage Twitter #1 The 2016 Honda Civic Tour announcement is coming March 22nd! Can you guess who's headlining this year for Civic Tour's 15th anniversary? No media Honda Stage Twitter #2 Clue #1: There will be two acts & this will not be the first time these two have shared a stage. No media Honda Stage Twitter #3 Reply w/ your headliner guess using #HeadlinerSweepstakes for a chance to win 2016 #HondaCivicTour tix! Same image as FB Honda Stage Instagram Heads up! The 2016 Honda Civic Tour headliner announcement is coming on March 22nd! Can you guess who we’re bringing to the stage this year for the 15th anniversary of Civic Tour? Clue #1: There will be two acts instead of one & this is not the first time these two have shared a stage. Same image as FB

Re-gram this pic with your guess. Tag @HondaStage and include #HeadlinerSweepstakes for a chance to win a trip to see your choice of @FallOutBoy, @PanicattheDisco, @AmericanAuthors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Item #2 March 3, 2016 9AM Honda Stage Facebook We are celebrating 15 years of the Honda Civic Tour! 2007 alum, Fall Out Boy, travelled thousands of miles coast to coast that summer. Today’s Guess the 2016 Headliner Clue #2: This tour will start on the east coast & end on the west coast. Comment below with your guess and the #HeadlinerSweepstakes hashtag for a chance to win a flyaway trip to see your choice of Fall Out Boy, Panic! At The Disco, American Authors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Fall Out Boy Video Honda Stage Twitter #1 We are celebrating 15 years of #HondaCivicTour! 2007 alum @FallOutBoy traveled coast to coast that summer. Fall Out Boy Video Honda Stage Twitter #2 . . . and now, today’s 2016 #HeadlinerSweepsteakes Clue: This tour will start on the east coast & end on the west coast. No media Honda Stage Twitter #3 Reply w/ your headliner guess using #HeadlinerSweepstakes for a chance to win! #HondaCivicTour (NoPurNec. See Rules) No media Honda Stage Instagram We are celebrating 15 years of the Honda Civic Tour! 2007 alum @FallOutBoy travelled thousands of miles coast to coast that summer. Guess the Headliner Clue #2: This tour will start on the east coast & end on the west coast. Re-gram our Guess the Headliner pic with your guess to enter. Tag @HondaStage and include #HeadlinerSweepstakes for a chance to win a trip to see your choice of @FallOutBoy, @PanicattheDisco, @AmericanAuthors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Fall Out Boy Video Item #3 March 5, 2015

Honda Stage Facebook Another day, another shot to Guess the Headliner! Clue #3: In addition to singing, they both play guitar, piano & drums. Comment below with your guess and the #HeadlinerSweepstakes hashtag for a chance to win a flyaway trip to see your choice of Fall Out Boy, Panic! At The Disco, American Authors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Crowd shot with “Guess the #Headliner Sweepstakes” & HCT 15th anniversary logo Honda Stage Twitter #1 Another day, another shot to Guess the Headliner! Clue #3: Alongside singing, they both play guitar, piano & drums. Same pic as FB Honda Stage Twitter #2 Reply w/ your headliner guess using #HeadlinerSweepstakes for a chance to win! #HondaCivicTour (NoPurNec. See Rules) No media Honda Stage Instagram Another day, another shot to Guess the Headliner! Clue #3: In addition to singing, they both play guitar, piano & drums. Re-gram this pic with your guess. Tag @HondaStage and include #HeadlinerSweepstakes for a chance to win a trip to see your choice of @FallOutBoy, @PanicattheDisco, @AmericanAuthors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Same pic as FB Item #4 March 7, 2015 Honda Stage Facebook Our friend & 2008 Honda Civic Tour headliners Panic! at the Disco scored his first #1 spot on the Billboard Top 200 this January! What a way to go into Civic Tour’s 15th year! Speaking of, your Guess the Headliner clue today is: Their most recent albums both made it to the Top 10 of the Billboard Top 200. Comment below with your guess and the #HeadlinerSweepstakes hashtag for a chance to win a flyaway trip to see your choice of Fall Out Boy, Panic! At The Disco, American Authors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Panic! At the Disco Video Honda Stage Twitter Our friend & 2008 Honda Civic Tour headliner @PanicattheDisco scored his first #1 spot on the Billboard Top 200 this year! Panic! At the Disco Video Honda Stage Twitter #2 Today’s Guess the Headliner Clue: Their most recent albums both made it to the Top 10 of the Billboard Top 200. No media

Honda Stage Twitter #3 Reply w/ your headliner guess using #HeadlinerSweepstakes for a chance to win! #HondaCivicTour (NoPurNec. See Rules) No media Honda Stage Instagram Our friend & 2008 Honda Civic Tour headliner @PanicattheDisco scored his first #1 spot on the Billboard Top 200 in January! What a way to go into Civic Tour’s 15th year! Speaking of, your Guess the Headliner clue today is: Their most recent albums both made it to the Top 10 of the Billboard Top 200. Re-gram one of our Guess the Headliner pics with your guess then tag @HondaStage and include #HeadlinerSweepstakes for a chance to win a trip to see your choice of @FallOutBoy, @PanicattheDisco, @AmericanAuthors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Panic! At the Disco Video Item #5 March 9, 2015 Honda Stage Facebook So, you think you’ve figured out the Honda Civic Tour headliner yet? It’s cool, we’ll give you another hint: Clue #5: They have both been in TV & film, starting from a young age. Comment below with your guess and the #HeadlinerSweepstakes hashtag for a chance to win a flyaway trip to see your choice of Fall Out Boy, Panic! At The Disco, American Authors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Crowd shot with “Guess the #Headliner Sweepstakes” & HCT 15th anniversary logo Honda Stage Twitter #1 Heads up! Today’s Guess the Headliner Clue #5: They have both been in TV & film, starting from a young age. Same pic as FB Honda Stage Twitter #2 Reply w/ your headliner guess using #HeadlinerSweepstakes for a chance to win! #HondaCivicTour (NoPurNec. See Rules) No media Honda Stage Instagram So, you think you’ve figured out the Honda Civic Tour headliner yet? It’s cool, we’ll give you another hint: Clue #5: They have both been in TV & film, starting from a young age. Re-gram this pic with your guess. Tag @HondaStage and include #HeadlinerSweepstakes for a chance to win a trip to see your choice of @FallOutBoy, @PanicattheDisco, @AmericanAuthors (all #HondaCivicTour alumni!) - or our 2016 headliner! No purchase necessary. See rules for details: Honda.us/GTHrules Same pic as FB

SONY ENTERTAINMENT NETWORK

SONY MUSIC COLLEGE DEPARTMENT

EPIC RECORDS

CONSULTING WORK