Social Media Management & Artist Ecosystem Proposal
YDG WRLD
× Shelby Carter
Building the WRLD around the artist
Who Is YDG WRLD
YDG WRLD is a full-service social media management and creative execution agency specializing in building complete digital worlds around artists, entertainers and the brands they create alongside their careers.
We do not simply manage social media pages. We become an extension of the artist's team and oversee the entire social operation - from strategy and content development to publishing, distribution and performance analysis.
Our purpose is to create a connected digital ecosystem that gives audiences multiple ways to discover the artist, understand who they are and become invested in their journey.
Instead of treating the artist's music, personality, businesses and partnerships as separate projects, we bring everything together under one cohesive strategy.
Ref. 482-B / Visual DirectionWhat We Do
YDG WRLD manages the full lifecycle of an artist's social media presence. We establish positioning, define the role of each platform, develop content concepts, organize production, manage publishing and distribute content across a larger network of supporting pages.
Our work combines creative direction, day-to-day management, music rollout strategy, content production, clipping, community engagement and performance optimization.
Rather than dividing these responsibilities between multiple disconnected vendors, YDG WRLD brings the entire social operation under one coordinated team.
Main Physical team consists of
Lead Manager
Owns the relationship, priorities, approvals, deadlines and the master content calendar. The primary connection between YDG WRLD, the artist and management.
Creative Manager
Develops social concepts, creative direction, shoot plans and recurring formats - translating music, personality and lifestyle into content audiences connect with.
Distribution Manager
Oversees publishing, clipping pages, fan pages, cross-platform distribution, community signals and content performance.
YDG WRLD is a fully women-led company, and our management and editing work is completed internally. We do not outsource day-to-day account management or creative execution to disconnected freelancers or third-party teams.
YDG WRLD is formed out of 9 employees (6 physical and 3 remote) plus a clipping team. These are all internal full-time employees.
The YDG WRLD Model
Our goal is to feel like an in-house social media department rather than an outside agency.
We become deeply familiar with the artist's personality, music, creative process, visual identity, audience, release schedule, management structure, partnerships, businesses and long-term career goals.
This understanding allows our team to make stronger creative decisions, recognize content opportunities in real time and ensure every part of the artist's social presence feels connected.
The artist remains at the center. YDG WRLD builds and operates the infrastructure around them.
The Artist Ecosystem
An artist's digital presence should extend beyond one Instagram or TikTok page. YDG WRLD creates an ecosystem in which every platform and supporting page serves a specific purpose.
Main channels are the official and authored world - identity, music, personality, lifestyle and the direct relationship with fans.
Long-form content lets audiences spend more time with the artist: YouTube, behind-the-scenes episodes and recurring series that build deeper context.
Clipping and fan pages are discovery channels - distributing memorable moments, creating repetition and reaching people who don't already follow.
The ecosystem also expands into businesses, products, partnerships and future projects, while community engagement connects every part of the system and tells us what to develop further.
Our Process
Position
Define positioning, voice, audience, visual language and platform strategy.
Create
Concepts, capture, edited video, graphics, captions and platform-specific assets.
Operate
Calendars, approvals, scheduling, publishing and daily community engagement.
Campaign
Coordinated releases, performances, announcements and partnership pushes.
Distribute
Clipping pages, fan pages, YouTube Shorts and additional distribution channels.
Analyze
Audience behavior and performance feed the next round of creative decisions.
Shelby
Carter
Shelby Carter is an emerging artist with more depth than her current digital footprint fully communicates.
She already has a distinctive personal style, a recognizable visual presence, a studio-first identity and a growing catalog of released and unreleased music.
Her story is shaped by movement, reinvention, individuality and a long-standing commitment to becoming an artist. Her interests, experiences, lifestyle and creative process provide multiple entry points beyond the music itself.
The opportunity is not to manufacture an identity for Shelby. The opportunity is to consistently reveal the personality, story and creative depth that already exist.
The Strategic Consideration
Because Shelby is still an up-and-coming artist, her content must be handled carefully. A sudden increase in highly produced or overly structured content could make her presence feel manufactured - or suggest a large corporate team forcing an identity onto her.
The YDG WRLD operation should be sophisticated behind the scenes while remaining seamless and organic in front of the audience.
Shelby's content should feel personal, spontaneous and natural, even when it has been strategically planned, captured and distributed by an experienced team.
The infrastructure is invisible.
The artist stays visible.
The Content Direction
The first phase of Shelby's content should focus heavily on familiarity. The audience should feel as though they are discovering Shelby before the rest of the world catches on.
Instead of leading primarily with polished promotional content, we create a thoughtful balance between artistry, personality, access and lifestyle. Highly produced assets are supported by intimate, unfinished and human moments.
Getting To Know Shelby
Stories, opinions, routines, humor, style, friendships and the small details that make her memorable - no scripted introductions.
The Creative Process
Studio sessions, songwriting decisions, demos, rehearsals, voice notes, recording moments and live preparation.
The Life Around The Music
Los Angeles, fashion, movement, travel, surfing, friendships - the texture that surrounds the record.
The Songs
Lyrics, meanings, acoustic moments, alternate versions, visual references and the personal stories inside each record.
Live & Unfiltered
Performances, backstage footage, reactions, conversations and spontaneous moments that feel immediate.
The Clipping Ecosystem
A major part of Shelby's strategy is developing and operating clipping pages around her music, personality and creative journey. Clipping is not random reposting - it is a controlled discovery and distribution system.
We identify high-value moments from studio sessions, performances, interviews, day-in-the-life footage, conversations, livestreams, photoshoots, music videos and behind-the-scenes content, then edit those moments into multiple hooks, lengths, captions and formats.
Each clipping page carries its own voice and presentation style so the pages never feel like duplicates of Shelby's official account.
Music Rollout Management
A release should not be treated as a single announcement post. YDG WRLD develops each release into a six-to-eight-week social story, giving every record a full cultural lifecycle rather than a first-week spike.
Discovery
Define the song's emotional message, audience, strongest lyrics, visual direction and social entry points.
Build
Introduce lyrics, stories, studio moments, personality content and repeatable formats - without revealing everything.
Release
Hero content, short-form volume, live posting, artist channels, clipping pages, creator support, engagement.
Extend
Alternate edits, performances, acoustic versions, reactions, behind-the-scenes and further stories.
Investment Tiers
Artist Foundation
For an emerging artist who needs consistent management, stronger positioning and an organized release system.
- -Three dedicated YDG WRLD managers
- -Instagram and TikTok management
- -Artist positioning and platform strategy
- -Monthly content calendar
- -3–4 posts per week across priority channels
- -12–16 edited short-form assets per month
- -One planned content capture day per month
- -Caption and copy development
- -Manual scheduling and publishing
- -One active single rollout at a time
- -One managed clipping page
- -20–50 distributed clips per week
- -Monthly performance reporting
- -Live Notion workspace
Full Artist Ecosystem
For an artist who needs an always-on team, a fuller content world and stronger release velocity. Recommended for Shelby.
- -Everything in Artist Foundation
- -Instagram, TikTok and YouTube Shorts management
- -Increased weekly posting volume plus extra assets
- -20–28 edited short-form assets per month
- -2–4 content shoots per month
- -Full 6–8 week single rollout management
- -One music campaign / release rollout per month
- -One full YouTube video per week
- -Two managed clipping pages
- -100+ combined distributed clips per week
- -Community engagement and social listening
- -Weekly content optimization
- -Partnership and sponsored-content integration
- -Support for artist-led brands and projects
- -Priority creative and management comms
Embedded Artist WRLD
VIP client tier. Built for mainstream and bigger artists who need expanded coverage, more managers and serious last-minute availability.
- -Everything in Full Artist Ecosystem
- -VIP client tier with expanded manager coverage
- -5–7 day operating coverage
- -Expanded platform management
- -Unlimited weekly posts, assets, content shoots and travel days
- -Priority on all scheduling
- -Concurrent music, event and partnership campaigns
- -Dedicated tour support - routing, dates, live coverage and content
- -4–6 managed clipping pages
- -200–400 clips posted per week across all channels
- -2–4 full YouTube videos per week
- -All partnerships handled end to end
- -Live coverage for priority releases, events and tour dates
- -Advanced long-form content development
- -Artist-led brand ecosystem strategy
- -Executive-level creative and social support
- -Priority turnaround and last-minute availability during campaigns
- -Expanded reporting and quarterly strategy
Additional costs - travel, paid advertising, talent fees, creator fees, locations and major third-party production expenses are not included in the monthly management rates and would be scoped separately when required.
Three Months.
Full Ecosystem.
Foundation Rate.
Standard rate $8,000 / mo
Total introductory investment $19,500
Automatic renewal at standard rate
This period gives YDG WRLD the opportunity to build Shelby's social infrastructure, establish her content language, create a consistent capture and posting rhythm, launch the clipping ecosystem and execute a complete music rollout cycle without reducing the level of service she receives.
The Two-Week Grace Period
The first two weeks are used to build the foundation of the operation - understanding Shelby, organizing access, establishing systems and creating the initial content bank before the full posting cadence begins.
- 01Days 1–3
Access
Review goals, catalog, existing content, upcoming releases, positioning and audiences. Organize account access, communication and approval responsibilities.
- 02Days 4–7
Systems
Finalize content pillars, define each platform's role, build the Notion workspace, organize content storage and establish approvals.
- 03Days 8–10
Capture
First content calendar, initial concepts and shot lists, first capture day, and clipping pages begin development.
- 04Days 11–14
Edit Bank
First edit bank, captions and supporting assets, content submitted for approval and revisions completed. Full cadence begins week three.
→ Complete approved posting and management cadence begins in week three.
The Live Notion Workspace
Shelby and her management team receive access to a customized, live Notion workspace providing visibility into the entire social media operation.
Content Ownership
When the partnership ends, Shelby retains the content assets and systems created for her during the engagement.
YDG WRLD's purpose is not to create unnecessary dependency. Our purpose is to create momentum, organization and a body of work that Shelby owns and can continue building upon.
- 01Original content captured for the project
- 02Completed edits and approved social assets
- 03Organized content and campaign archives
- 04Approved calendars and captions
- 05Music rollout plans and strategic frameworks
- 06Social media performance reports
- 07Documentation created for Shelby's operation
- 08The Notion systems built for her team
Management vs. Production
Captures A Moment
- - Shows up for a specific shoot
- - Delivers photos, footage or edited assets
- - Responsibility ends at delivery
Builds The System
- - Decides what to capture, why, and how it connects to strategy
- - Builds the content calendar before the shoot begins
- - Turns one production day into weeks of platform-specific content
- - Writes, approves, schedules, publishes and distributes
- - Monitors behavior and feeds results into the next decision
Production is one component. Management is the system that decides how content is created, used, distributed and converted into growth.
Shelby's First 90 Days
Foundation
Finalize positioning, voice and visual direction. Build the Notion workspace, organize access, set the capture rhythm, create the first edit bank, launch initial clipping pages and begin consistent management.
Formats
Identify the strongest repeatable formats, expand personality-driven storytelling, increase studio and process access, strengthen interaction and prepare the next rollout.
Release
Execute a complete release cycle, scale the strongest hooks, increase clipping volume, add fan-entry points, then deliver a 90-day review and next-quarter strategy.
What Success Looks Like
The objective of the first three months is not to make Shelby look artificially larger. The objective is to make her more understandable, recognizable and discoverable.
Now We Build
The WRLD
Shelby already has the music, personality and material. Now we build the WRLD that allows people to find it.
YDG WRLD is prepared to become the integrated social media team behind Shelby Carter's next stage of development.