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We're passing the mic to Chern Xin Liew, an Arianator-turned-digital marketing coordinator at Atlantic Records. From Charli xcx, Haute And Freddy, Erin LeCount, to Not For Radio, Chern has worked behind the scenes for some of our favorite artists. Get 2 know Chern, and hear more about her experience working in the music industry! 

OnesToWatch: What’s your name, age, pronouns, job title and where are you based? 

Chern Xin Liew: Chern Xin Liew, 24, she/her, digital marketing coordinator, based in Los Angeles!

Describe what you do in 2-3 sentences: 

My role focuses on executing viral / creator campaigns and content distribution while also curating plans that consist of creative concepts and influencer targets. I also spearhead content strategies for many of our artists/team accounts as well as orchestrate fan engagement — which I enjoy a lot as I get a ton of creative freedom!!  

How did you get into this line of work? 

I am a huge fan of Ariana Grande and during the pandemic I got really bored and decided to take a peek inside Stan twitter and eventually got fully immersed in Stan culture and pop culture. In my final year of college I decided to post TikToks on my personal page and it really took off and helped open a ton of doors for me. It's still very surreal to me I am at my current job now all because my manager had found me from there [TikTok] and decided to take a chance on me <3

Who/what are some of your inspirations?

Everyone on my team are my inspirations. I feel so lucky and honored to work alongside every single one of these people every single day!! Aside from them all, Ariana Grande is definitely a huge inspiration of mine — her courage, strength, persistence, passion and love are what keeps me going every single day :)

What’s in your work bag? 

My laptop, a portable battery, keys, wallet, content phone, glasses and some stickers :)

What does a typical day in ‘the office’ look like for you? 

First thing i do is get a cup of coffee from our in-office coffee shop :D then i head upstairs and start going through my emails, hop on meetings, and work through all my campaigns. Occasionally we’d have a change of scenery and go up to the rooftop or the coffee shop to work together <3

Do you have a favorite project you’ve worked on? 

Definitely the bruno mars “the romantic” project - truly a memorable one as it was not only a full circle moment (from listening to him as a kid to working on his project), but it was also my first project that debuted #1 on the billboard hot 100!!!

What’s been your most memorable moment thus far, in your career? 

Going to Coachella as Say Now’s content person was major for me. I had never been to Coachella and it was super cool to have gotten the opportunity to go for work, and it was a really successful trip as our digital activation efforts sparked a ton of conversation online and saw impressive engagement metrics across all collaboration posts!

What is one piece of advice you have for any up and coming creatives who want to work in this industry? 

Do it because you love and enjoy it, don’t do it just to prove something.

Anything else you would like to share?

Everything is “bad” until it works or pops off with just (1) person. Luck plays a big role in what we do and in this industry :)

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