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Who We Are
Something Something is the digital-native content strategy studio.
We’re a collective of social strategists and content producers who believe your voice deserves to be heard clearly amongst the noise.
We believe that online content strategy should be an extension of the world that you are building.
Getting this right leads to more fans, more engagement, and more time for what’s important.
We think big picture and small details.
By building campaign strategy thoroughly and in advance, we can ensure reactivity doesn’t equate to a lack of creativity.
We know what's happening online before it's even "happening."
As a generation raised by social media, we’re not using newsletters and blogs to decipher online moments. We’re immersed in them, living them, and creating them every day.
But it’s important to say…
We don’t believe in you working
for trends.
We believe in making trends work for you.
Do it authentically*
*would you post it if it wasn’t trending? If not, we’re not fkn posting it.
Using online moments to reach eyeballs while being unique enough to cut through the noise is the only worthwhile approach.
We are content experts.
We’ve been strategising, creating, and amplifying content since the last time the tectonic plates shifted. We are the most trusted helping hands in the industry.
Capturing the raw energy of the rave and documenting the humans of the festival scene, we know what stops thumbs. Our content-led approach has generated billions of views and, more importantly, converted views into fans again and again and again.
We are fandom experts.
We can take someone from never having heard of you to not being able to shut up about you. That's a process that can only be learned through living it.
Our proven track record of shaping conversation and being ahead of the curve doesn't come from proprietary AI tools, industry reports, or any such nonsense. It comes from actually being in the culture.
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Toronto, Milan, Atlanta, Madrid, Sydney, Berlin, Reykjavik, Cardiff, Buenos Aires, Oslo, Seattle, Colombia, Bucharest, Ecuador, Glasgow, Iceland, Italy, Washington DC, Los Angeles, Philadelphia, Amsterdam, Cyprus, Mexico City, Lyon, Poland, Puerto Rico, Houston, Thailand, New Jersey, United States, Doncaster, Greece, Peru, Venezuela, Melbourne, Bangkok, Edinburgh, Barcelona, Cape Town, Portugal, Paris, South Africa, Manchester, Birmingham, Turkey, Rome, Argentina, Warsaw, Chile, Dublin, Brighton, Las Vegas, Costa Rica, Santiago, London, San Francisco, Norway, New York, France, Scotland, Wales. Toronto, Milan, Atlanta, Madrid, Sydney, Berlin, Reykjavik, Cardiff, Buenos Aires, Oslo, Seattle, Colombia, Bucharest, Ecuador, Glasgow, Iceland, Italy, Washington DC, Los Angeles, Philadelphia, Amsterdam, Cyprus, Mexico City, Lyon, Poland, Puerto Rico, Houston, Thailand, New Jersey, United States, Doncaster, Greece, Peru, Venezuela, Melbourne, Bangkok, Edinburgh, Barcelona, Cape Town, Portugal, Paris, South Africa, Manchester, Birmingham, Turkey, Rome, Argentina, Warsaw, Chile, Dublin, Brighton, Las Vegas, Costa Rica, Santiago, London, San Francisco, Norway, New York, France, Scotland, Wales, Toronto, Milan, Atlanta, Madrid, Sydney, Berlin, Reykjavik, Cardiff, Buenos Aires, Oslo, Seattle, Colombia, Bucharest, Ecuador, Glasgow, Iceland, Italy, Washington DC, Los Angeles, Philadelphia, Amsterdam, Cyprus, Mexico City, Lyon, Poland, Puerto Rico, Houston, Thailand, New Jersey, United States, Doncaster, Greece, Peru, Venezuela, Melbourne, Bangkok, Edinburgh, Barcelona, Cape Town, Portugal, Paris, South Africa, Manchester, Birmingham, Turkey, Rome, Argentina, Warsaw, Chile, Dublin, Brighton, Las Vegas, Costa Rica, Santiago, London, San Francisco, Norway, New York, France, Scotland, Wales. Toronto, Milan, Atlanta, Madrid, Sydney, Berlin, Reykjavik, Cardiff, Buenos Aires, Oslo, Seattle, Colombia, Bucharest, Ecuador, Glasgow, Iceland, Italy, Washington DC, Los Angeles, Philadelphia, Amsterdam, Cyprus, Mexico City, Lyon, Poland, Puerto Rico, Houston, Thailand, New Jersey, United States
We are global.
We’ve recognised the need for regionalised and localised campaigns.
We can go to where your fans are and super serve them.
Not just because it helps the algorithm to be posting locally.
Not just to ensure the content language is authentic.
Not just to draw on authentic references and experiences to tap into the culture.
but they’re all pretty good reasons to think locally.
…and we get results
Yes, we’re a social media company, but social media results alone don’t cut it.
Followers, views, likes, best practices, trends - all important, but they don’t pay the bills. Going viral isn’t a bad thing (trust us) but it’s far from an end goal. Now we have all the eyeballs, the real work begins.
Audience growth, genuine conversion, and return on investment live at the beginning, middle and end of our campaigns.
NOW
52.95M
Alex Warren
Monthly Spotify Listeners
What We Do
Social Strategy
Social media can be a scary place so we pride ourselves on being a comfortable presence outside the comfort zone.
Our social media production retainers are incredibly scalable to suit your needs.
Whether you need support translating your story for the TikTok generation or full-scale digital campaign management, we are here.
Content Production
We work closely with you—literally—and are available to you as and when you need us.
We research, ideate, shoot, and edit; all as collaboratively or autonomously as you need. We deliver our content alongside suggested captions and hashtags to see the process from start to finish.
BUT we know that the biggest moments in a campaign can often be completely unplanned. Our team specialise in reactive and organic content. Making bespoke fan-perspective content to be serviced to meme and fan accounts has pushed this into overdrive.
Our content producers are building worlds around the globe – with our shoots reaching as far as Japan, Australia, and even the Amazon Rainforest (yes, really).
Fan Engagement
Socials are just getting noisier and fans instinctively block out anything that feels remotely like marketing.
That makes it more important than ever to empower and exist within your fandom, as opposed to speaking at them.
Our fan engagement team have been building long before the topic became a buzzword and working the algorithm against itself we can build a network of fan accounts, HQ channels, memes and culture pages to shape and drive conversation around you.
Every campaign is custom-built from the ground up. Our global team produces campaigns with 5–20% engagement rates and millions of views in a tone you could never from your main account.
All activity is grounded in a strict ethical code and tracked in real time for constant learnings via our custom dashboard, VidTrack.
Clipping and Seeding
Working within our fan engagement arm, our network of over 400 culture pages are available to you.
If you’re not ready for your own orbit of satellite pages talking about you, we can talk about you on ours. Sliding content that achieves your objectives in amongst our own content output.
If that’s not enough, we can juice things further by working with our army of clippers to push the conversation as far and wide across the internet as possible. High-volume content will flood the FYP of fans - potential and existing.
Creative Production
We work with a suite of
thumb-stoppingly (totally a word) talented creators specialising across graphic design, video, AR filters, creative direction, branding and much, much more.
Not only does this make the often reactive process of creating assets quicker, easier and more consistent for all, but we can also create one-off pieces when and where you need us.
Trend Reporting
Social media doesn’t look the same as it did 5 years ago. In fact, it doesn’t look the same as it did 5 minutes ago.
Keeping on top of the latest culture, trends and best practices can be an impossible task if you’re not spending all your time in amongst it… fortunately that’s exactly where we are.
Everyone gets the weekly mailer of what’s popping, but what if you could find trends before even TikTok does?
Social Media Audit
We were born from a gap in the support that artists were being given to understand who they are online and how they become that.
We were told that teaching artists how to do our jobs would be writing our own expiry date.
Social media is only getting bigger and our support is more needed than ever.
With our digital workshops, your artists can spend time with our expert team to answer questions, discuss content best practice and pop open the hood for a full audit of their approach to all things online.
The Living Room
A cozy corner in Hackney, London, built for creators, brands, and artists to bring their stories to life.
Designed by your favourite socials and content team — it’s more than a backdrop, it’s made to help you create content that lands.
With pro lighting, a pull-down colourama, and flexible setups, it transforms from lived-in warmth to clean studio in seconds.
And if you ever hit a wall on ideas or vision? Don't worry - we're right next door.
Social media doesn’t look the same as it did 5 years ago. In fact, it doesn’t look the same as it did 5 minutes ago.
Our retainered social media management is incredibly scalable to suit all artist’s needs. Whether you need support translating your story for the TikTok generation or full-scale digital campaign management, we are here.
We work closely with all of our artists... literally.
TikTok-centric content capture is one of the most important parts of our services, with our expert team being available to you as and when you need them… on the road? in the booth? meet-up in the park?
Influencer marketing is the buzzword of the year…
Our business started out managing the relationship between artists and creators in order to match up the right sounds with the right videos.
We don’t just want to get your music into millions of ears; we want to get it into the right ears, and develop a genuine relationship between artist and creator.
We work with a suite of jaw-droppingly talented creators specialising across graphic design, video, AR filters, creative direction, branding and much, much more.
Not only does this make the often reactive process of creating assets quicker and easier for our retainered artists, but we can also create one-off pieces when and where you need us.
Who We Work With
Get In Touch
We're always on the lookout for talented people to join the team. See here for the latest job openings.
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