Social Media & Fan Engagement Specialist - AWAL

Sony Music Entertainment; Los Angeles (CA); On-site; USD 70,000 - 85,000; Full time

Job summary

Join a leading company in the music industry as a Social Media & Fan Engagement Specialist. You will manage social media strategies for top artists, foster fan engagement, and leverage data analytics to enhance community growth. This role requires a passion for music and a deep understanding of fan cultures, with comprehensive benefits and opportunities for professional growth.

Benefits

Comprehensive benefits including medical, dental, vision, and life insurance

401K with employer matching

Mental health resources and wellness programs

Investment in professional growth and development

Time off for winter recess

Qualifications

• 2-4 years experience in digital marketing or social media in music industry.
• Deep understanding of internet fandom culture.
• Excellent copywriting skills and keen voice for branding.

Responsibilities

• Lead strategy for official fan social channels across various platforms.
• Manage and grow fan communities through engagement and UGC initiatives.
• Develop social strategies that amplify artist releases and impact.

Skills

Digital Marketing

Social Media Management

Community Engagement

Copywriting

Project Management

Social Analytics

Tools

Photoshop

Adobe Suite

CapCut

Canva

Job description

Social Media & Fan Engagement Specialist - AWAL

Join to apply for the Social Media & Fan Engagement Specialist - AWAL role at Sony Music Entertainment.

About Sony Music Entertainment: At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time.

Today, we work in more than 70 countries, supporting a diverse roster of international superstars, developing independent artists, and visionary creators. We bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights to help our artists push creative boundaries and reach new audiences. We are committed to artistic integrity, transparency, and entrepreneurship.

Sony Music Entertainment is part of the Sony global family. AWAL is revolutionizing the recording business by partnering with artists to tell stories that shape culture. We prioritize the creator, transforming how artists release music, and are the partner of choice for innovative artists like Laufey, Jungle, Djo, Little Simz, and others. With over 180 team members across 10 offices, we are growing fast. If you thrive in a dynamic, rewarding environment, share your story and apply today!

As the Manager, Social Media & Fan Engagement, you will:

What you'll do:

Social Media Management

• Lead strategy and daily operations for official fan HQ social channels & unofficial fan pages for priority artists on TikTok, Instagram, YouTube Shorts, WhatsApp, & Twitter.
• Create and maintain social media calendars, including copywriting, asset creation, and posting.
• Collaborate with artists, managers, and internal teams to plan release-based & promotional messaging to increase fan engagement and demonstrate impact.

Fan Engagement & Community Building

• Manage and grow fan communities through engagement, moderation, DMs, and UGC initiatives.
• Develop a fan account directory and build relationships with superfan creators and top fan accounts via exclusive content, gifting, and activations.
• Create direct-to-fan communication plans to maximize key moments and promote new releases.

Fan Account Strategy & Insights

• Develop social strategies that amplify releases and align with project goals.
• Partner with digital teams to promote campaign moments, increase reach, and mobilize fans.
• Stay informed on fan sentiment, UGC trends, internet culture, and social media performance; monitor insights to inform strategies.
• Coordinate with external agencies for content strategy and community management when needed.

Creative Planning & Content Development

• Brainstorm, capture, and edit content for fan and artist channels, tapping into fan lore and trends.
• Generate ideas for social media engagement beyond the core fan base.
• Expand existing content franchises and develop new ideas considering emerging trends and platform features.
• Work with artists and digital teams to source, edit, and publish real-time content during releases, promos, and tours.

Who you are:

• 2–4 years experience in digital marketing, social media, or fan engagement in the music industry (agency or label preferred).
• Deep understanding of internet fandom culture, how fans connect, create, and mobilize online.
• Passionate music fan, fluent in fan slang, memes, and social media behaviors.
• Excellent copywriting skills with a keen voice, tone, and humor suited for artist branding and fan communities.
• Basic photo & video editing skills (Photoshop, Adobe Suite, CapCut, Canva).
• Passion for music, storytelling, internet culture, and engaging fan communities.
• Comfortable operating within artist communities and fan spaces with sensitivity.
• Knowledge of Discord, Reddit, Laylo, Stationhead, and similar platforms.
• Strong attention to detail and project management skills; able to juggle multiple priorities.
• Experience with social analytics tools and data-driven content strategies.

What we offer:

• An inclusive, collaborative global community to channel your passion.
• A modern office designed for productivity and creativity.
• Comprehensive benefits including medical, dental, vision, life & disability insurance, and 401K with employer matching.
• Additional voluntary benefits: identity theft protection, mental health resources, fertility coverage, paid parental leave, and more.
• Investment in your professional growth and development.
• The opportunity to innovate and create the future of music engagement.
• Time off for winter recess.

Sony Music is committed to equal employment opportunity. California residents have specific rights under state law. The estimated annual salary range for California-based applicants is $70,000–$85,000 USD.