Designed Yousician's UGC + influencer system end to end: sourcing, briefing, production, performance. One repeatable machine.
SourcingBriefingProductionPerformanceIn-house studio
Context
UGC and influencer content usually lives as a pile of one-off deals. At Yousician I was asked to make it a system: something that produces on-brand, on-performance creator content predictably, month after month, instead of campaign by campaign.
What I did
Designed the full pipeline: creator sourcing → briefing → production → performance review, with each stage documented so it runs without me in the room.
Built the in-house studio and tripled organic content output (3×) by combining staff production, UGC and influencers under one creative direction.
Wrote briefs that travel. Clear, repeatable briefs let dozens of creators ship content that still feels like one brand.
Closed the loop with data. Performance feeds back into sourcing and briefing, so each cycle compounds instead of resetting.
Layered in AI where it scales (Superscale and others) to push output without adding headcount.
Result
One repeatable creator engine, not a stack of disconnected deals, feeding Yousician and GuitarTuna a steady flow of UGC and influencer content, and a 3× lift in in-house organic output.
