Roberta Flack

The Brief Roberta Flack's team wanted to establish a real presence on TikTok. Not just to keep up with the times, but to introduce one of music's most iconic voices to a generation that might not know her story yet. Especially with The Fugee’s cover of “Killing Me Softly” going viral.

What I Did I came in as the strategist, building out the content approach, setting the direction, and approving what went out. Eventually, it became clear the execution needed more hands, I also stepped in there to support in content creation, as well.

I spent about a year creating content around her existing music, a new book release, and intimate interview moments. Digging through archival footage, crafting new content, and finding ways to let her story speak for itself on a platform that moves fast and rewards authenticity.

With an artist like Roberta Flack, I was not aiming to be trendy all the time, I aimed for true authenticity to who Roberta was.

The Result We built a consistent, meaningful presence for one of music's most enduring voices on a platform built for a completely different generation.