Programs to power the platform

Strategy, systems and creative for every client, vertical and territory. Scaled.

Presented by Alix Rosenberg · November 2026

The market

Creators are the new marketing

The brands that win promote stories, not ads

US creator ad spend hit $37B in 2025, up 26%, and 48% of ad spenders now call creators a “must buy.” Winning takes more than budget:

The right creators

1 in 3

Brands say finding the right creators is their biggest hurdle

Brand alignment

58%

Rank creator reputation as a top criterion, and 56% rank audience alignment

Long-term programs

70%

Of leading brands prioritize ongoing creator partnerships

Measurable revenue

40%

Of buyers rank overall ROI as their top KPI for creator campaigns

Where Filify wins

The partnerships that work get every piece right: the right creators, brand alignment, a real narrative, long-term structure and measurable revenue. Filify can build the programs and infrastructure that deliver all of it.

Sources: IAB, 2025 Creator Economy Ad Spend & Strategy Report (Nov 2025); Later, State of Influencer Marketing 2025

What great looks like

Partnerships shouldn’t feel like ads

Narrative

Their own voice

Chili’s · 2025

Nine creators told their own stories of a night out, with the Triple Dipper on the table

23M more Triple Dippers sold

Watch on TikTok

Connection

The right creators

MAC · 2026

MAC followed what Lisa Barlow already said about its products on RHOSLC: a cover and two lip bundles

Sold live on TikTok Shop

Watch on YouTube

Relevance

Everyday creators at scale

Zara · 2019

Everyday creators got a shopping voucher for the South African online launch and shared what they picked

550+ creators, #1 trend on Twitter worldwide

View on X

Sources: Shorty Awards (Chili’s); People (MAC); IOL and Humanz (Zara)

The opportunity

Room for growth

Turn one-off campaigns into long-term brand and creator programs that drive recurring revenue.

Who it helps

Filify’s sales team

Brand clients

Creators

What changes

Retain brands longer

Brands renew into programs instead of one-off campaigns, so revenue recurs

Grow every partnership

Bespoke opportunities and campaigns that grow brand revenue and create deeper creator integrations

Win more pitches

Sales presents polished programs, so clients see themselves in the work before it runs

Open new verticals

Ready-made programs for categories where Filify has room to grow

Keep the best creators

Recurring, brand-aligned work for the creators who deliver, so they earn more and stay

Scale without starting over

Turnkey programs with creative guardrails, saving custom work for the moments that matter

The approach

How we get there

Filify has the creators and the tracking.

Filify has

A global creator network

Targeting and brand-safety features

Multinational brands

Commission tracking and payouts

I bring

I build the strategy that turns them into creative campaigns.

Insight

Start from what’s already working across Filify’s clients

Brand objectives

Tie every program to the brand’s global business objectives, voice and campaigns, adapted for each market

Narrative

Great campaigns tell a story. Give brand and creator a reason to show up together, and make the collaboration worth something to both.

Program structure

Repeatable formats built around the right creators, segmented by size, vertical or territory

Creator community

Understand what creators need and protect their credibility: briefs that fit how they already post, regular education and updates, and more work for the ones who deliver

Cultural fluency

Show up as moments happen, around emerging trends and cultural tentpoles

The partnership model

Three ways in, each building on the last

I work alongside your sales and partnerships teams, and Filify owns everything we build.

Strategic audit

One month

Assess what’s working across current clients and creators, identify key successes, the opportunities to expand the offering around them and what structures are needed to support that.

Focused retainer

Short-term

Ready-to-sell programs, segmentation options and creative concepts, including for verticals you want to expand into. A structure for working with brands and creators to engage them over the long term.

Expanded retainer

Long-term

Bespoke strategies and pitches for specific clients, including deeper creator collaborations, cultural listening and ongoing program library development.

Where we start

Month one: the strategic audit

From Filify’s results to a clear plan for what to build

Synthesize success

Verticals that perform, and where Filify has room to expand
Client feedback and repeat asks
Creator feedback and sentiment
Revenue, key metrics and the strongest campaigns
The support internal Filify teams are in the most need of

Find the patterns

What top campaigns share: creator type, offer, timing, territory, format
Which creators consistently deliver, and what keeps them engaged
Which patterns hold across verticals

Identify the strategic outline

Map results to cohesive strategies and programs that activate brands
Prioritize the creators, verticals and moments with the most revenue upside
Scope the next phase with Filify

How the month works

Week 1 · Kickoff, conversations with leadership plus access to campaign data and client feedback.
Weeks 2 and 3 · Interviews with sales, partnerships and creator teams, with a weekly check-in.
Week 4 · Written outline, readout and the baseline we’ll measure against: renewal rate, revenue per brand, creator retention and win rate.

Sample programs

A repeatable program model

Every program uses the same building blocks, so it can be sold again in any vertical. Two examples follow.

The idea

An insight, and a reason for brand and creator to show up together

Creators

The right creators for the brief, starting with those who’ve delivered before

Formats

What runs where: feed, Reels, Stories and live

Music

Tracks that fit the moment, picked per market

Mechanic

A personal code or link for every creator

Measurement

Sales by creator and segment, so the next round backs what worked

Example · Food product launch

Share your recipe

The idea

Every creator has a recipe with a story.

Creators cook using a new product or platform and share a recipe that means something to them: a family dish, a cultural favorite, a weeknight staple.

Make content, not ads.

Brand content should feel organic and tell a story the audience wants to watch.

A creator-led brand campaign

Feed and Reels

A recipe built around the product, with a personal or cultural angle

Stories

A grocery haul with the product, linking to their favorite recipe

Creators

Creators who’ve delivered before, plus family, cooking, food review and culture-focused creators from nano to mid-tier

Music

Warm, upbeat tracks from the platform’s commercial music library, picked per market

Mechanic

A personal code or link for every creator

Measurement

Sales by creator segment, so the next round backs what worked

Example · Ongoing tentpole campaign

Festival season

The idea

Frameworks for cultural moments

Brands show up across the global festival season through the creators already going, from the prep to the set to the recap.

Works for any tentpole.

The same structure fits award shows, holidays, sports seasons and fast-moving trends.

For The Culture

Before

Festival prep: GRWM, outfit planning, the road to, packing lists and lineup picks. Brief brands early.

During

Creators post from the ground. Fast-turn content around set times and viral moments

After

Recaps, best-of edits and post-festival recovery

Creators

Creators who’ve delivered before, plus music, fashion, beauty and lifestyle creators already going

Mechanic

Personal codes and links live for the whole season

Measurement

Sales by moment and creator, so the top performers roll into the next one

Next phase

Expansion: new verticals

Take proven programs into categories where Filify has room to grow

Spot the gap

Where Filify has room to expand and creators are already active

→

Build the program

One program per vertical, from the same building blocks

→

Prove it, then scale

Test with one client, then sell it to the next brand in that vertical

Worth exploring

Music

New streaming platforms, tickets, merch, vinyl and audio gear all sell through creator codes and links. I’ve built music programs at TikTok, Spotify and Tidal.

Motorsports

Global fanbases, with apparel, gear, tickets and sponsor products to sell. I run brand and sponsorship for Rosenberg Racing.

Gaming

Hardware, accessories and in-game offers, in a category where creators already shape what fans buy.

Investment and engagement options

Start with the audit. Scale from there.

One month

$3,500

Strategic audit

What it is · A one-time assessment that sets the scope, the size of the work and how we align going forward

Covers · Team conversations, client and creator feedback, campaign results, key successes, where to expand and the structures needed to support it

Short-term

Scoped after the audit

Focused retainer

What it is · A shorter-term contract with clear deliverables to build out the program library, with the first programs ready to sell within 3 weeks of the audit

Covers · Ready-to-sell program structures, segmentation options and creative concepts, including for new verticals, plus a structure for working with brands and creators to engage them over the long term

Long-term

Scoped after the audit

Expanded retainer

What it is · Bespoke brand work and continued program library development, on an ongoing basis

Covers · Strategies and pitches for specific clients, deeper creator collaborations, cultural listening, new verticals and ongoing updates to the program library

Let’s collaborate.

Alix Rosenberg

alix@soundmuse.io

soundmuse.io

Appendix · About

Alix Rosenberg

15+ years building the strategic infrastructure behind partnership, creator and brand programs across music, entertainment and technology.

TikTok

Built both the music creator and music brand partnership divisions from zero

Spotify

Built the music creator org and partnership infrastructure

Block + Tidal

Strategy and business development, including the DJ Tier relaunch

Ninja Tune

Global marketing strategy across a diverse roster of releases

Naver + WAV Media

Partnership marketing, including a $3M Insomniac deal

UMG + Decca

Yellow Lounge, bringing classical music into clubs

soundmuse

Principal for Session, Fandiem, Rosenberg Racing and more

Artist management

Nolie and Devon Baldwin

Case studies and more at portfolio.soundmuse.io

Track record

Creators and brands at scale

TikTok · 2021 to 2023

Creator and partner education

The problem · Music creators, artists and brand partners had no consistent way to build their brands on TikTok: keeping up with platform changes and aligning paid and organic in a way unique to the platform

What we built · A global best-practice guide built with the UK team, monthly local seminars on product and best-practice updates, a standard comms plan for creators, and partner programs like #FestivalSZN for brands like Netflix and Apple

100+ music and media partners, including Spotify, Apple and Live Nation

20+ management companies, 1,000+ artists

TikTok × Spotify · 2023

#GenreSpotlight

The problem · Spotify wanted to ride music trends on TikTok to promote the app and grow its reach

What we built · A long-term partnership built around a recurring genre-history series on Spotify’s TikTok with one creator, promoting playlists through trending audio

$1M+ in ongoing branded revenue

More work at portfolio.soundmuse.io

Track record

Strategy and growth

Tidal · 2026

DJ Tier relaunch

The problem · Tidal’s DJ offering needed sharper positioning, stronger partner support and a licensing path to grow long term

What we built · A growth initiative relaunching the DJ offering: positioning, partner engagement, long-term growth strategy, the licensing changes needed for a full go-to-market, and event integration plans

Partners including Serato, AlphaTheta, Algoriddim, Hercules and Roland

soundmuse · 2025 · Strategic assessment

GoFundMe

The problem · GoFundMe wanted to understand what it would take to reach new audiences through music and culture

What we built · A strategic assessment and plan outline with cross-functional leadership: the music and cultural marketing and product strategy, and what it would take to launch a creator-focused sub-brand

Strategy and launch plan presented to leadership

More work at portfolio.soundmuse.io