When Sony Music executive Dennis Kooker was featured on a panel at the IFPI Global Music Report’s London launch, I was tasked with highlighting his participation across our digital channels. In past years, that meant a single quote card posted to social, an approach that didn’t do justice to the moment.
I pitched a different strategy: a long-form editorial on Kooker’s key talking points, paired with high-level social posts driving readers to the full piece. To write it, I worked with the SVP of Corporate Communications, who shared Kooker’s prepared talking points ahead of time, and I also attended the panel virtually to capture the discussion firsthand. I collaborated with IFPI’s social team to source high-quality photos for the piece.
Timing mattered. We published the day after the Global Music Report’s official launch, so our content complemented the news cycle rather than competing with it.
The approach was a clear improvement over previous years’ coverage of the same event, drove readers to the full editorial rather than a standalone quote, earned Kooker’s approval, and was reshared by IFPI on their own channels.
