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Warner Music | Blare Platform
Warner's New Social Platform 'Blare'
Creative Lead
2023 - 2025
18.5M Views on Blare channels
6.6M Talent Social Reach
64% of the Audience under 35
About The Project:
Blare is Warner Music Australia’s owned social platform, purpose-built to connect with next-gen music fans. The concept was grounded in a clear insight: for Gen Z, legacy music media no longer moves the needle. Their cultural currency lives on video-first platforms where raw authenticity, relatability, and narrative depth eclipse traditional polish and PR.
Following in-depth audience research, Blare was developed to fill that gap in the local music landscape. We created a video-first, creator-driven space that feels native to how younger audiences consume and connect with content. The goal was to build trust with fans under 35 by positioning Blare as a go-to destination for BTS access, emerging artist discovery, and unexpected creator collabs.
I oversaw the creative across both campaign-driven and evergreen content strategies, producing video series and social-first formats that spotlighted talent ranging from local up-and-comers to global artists like Teddy Swims (8.5M) and Maisie Peters (681K). We even featured a surprise cameo from Australia’s Prime Minister, Anthony Albanese.
