How Sports Illustrated & TikTok Made Xandra A Viral Star

Key Concepts

• Creator Economy
• Social Media Marketing
• Brand Partnerships
• DJing Career
• Authenticity
• Algorithm
• Content Creation
• Personal Branding

1. Early Beginnings and Viral Moment (University of Miami)

• Xandra started her creator journey in her senior year at the University of Miami (2022-2023) to boost her DJing career.
• She posted a "get ready with me" video for a pool party that unexpectedly went viral, reaching 100,000 views within an hour and 500,000 views shortly after.
• Before this, she had around 10,000 followers from random lip-sync videos on TikTok.

2. Content Strategy and Growth

• After the viral video, Xandra committed to posting 3-4 times a day to capitalize on the momentum and improve her chances within the algorithm.
• Her content included makeup tutorials, hair tutorials, stories about her life as a college student, and even traumatic stories about ex-boyfriends.
• She focused on relatable content and sharing personal stories.

3. Balancing College, DJing, and Content Creation

• The schedule was demanding, but Xandra enjoyed it because she felt she was chasing her dream.
• She balanced schoolwork, DJing, and content creation, but traveling for brand trips made things more challenging.
• She was a freshman in college during COVID-19 and had a crazy experience getting back from the Bahamas when the world shut down.

4. First Brand Deal and Management

• Her first confirmed brand deal fell through due to legal issues.
• Her next brand deal was with Celsius, which became a long-term partnership.
• After graduating, she signed with Palm Tree Management, known for managing Kygo and Sofi Tukker.

5. DJ Career Progression

• Her first event was her senior year homecoming.
• She started DJing fraternity parties and eventually got noticed by club promoters.
• She secured a 4-5 a.m. slot at Wall, a club in South Beach, Miami.
• Signing with Palm Tree Management led to larger tours and shows.

6. Incorporating Social Media with DJing

• Xandra integrated her social media by posting "get ready with me" and "get dressed with me" videos before DJing gigs.
• She shares vlogs, behind-the-scenes content from music videos, and collaborations with other artists.
• She aims to remove the mystery behind the music industry and be transparent with her audience.

7. Evolving Social Media Strategy

• She now posts around two to three times a day, balancing her DJ career and content creation.
• She finds inspiration by scrolling through her "For You" page and observing trends.
• Her brand is built on posting a variety of content, making it unpredictable and relatable.

8. Authenticity and Transparency

• Xandra emphasizes the importance of being 150% authentic and confident online.
• She advises others to process their emotions before posting personal content.
• She learned from observing others' mistakes and avoided posting rashly.

9. Travel Schedule and Lifestyle

• Her travel schedule is intense, with frequent flights from Thursday to Sunday.
• She tries to reset from Monday to Thursday before traveling again.
• She relies on sleeping on planes to manage her lack of a consistent sleep schedule.

10. Sports Illustrated Experience

• She was invited to DJ Sports Illustrated's runway show and was asked to walk the runway.
• She had no prior runway experience and found it challenging.
• She became a Sports Illustrated rookie and returned for a second year.
• She believes her involvement with Sports Illustrated sends a positive message about body positivity and confidence.

11. Music Creation and Brand Evolution

• Her music is inspired by her life experiences and collaborations with other creatives.
• She is involved in every aspect of her music, from writing to creative direction.
• Her brand evolved from a "college party girl" to a touring DJ who brings the party.

12. Ohio Roots and Education

• She is from Cincinnati, Ohio, and is a big Ohio State fan.
• Her parents encouraged her to pursue her music career but emphasized the importance of education.
• She attended the University of Miami on a scholarship, majoring in marketing and music business.

13. Monetization and Brand Partnerships

• Her main sources of income are brand partnerships and DJing shows.
• She has worked with brands like Celsius, Pureology, Long Drink, Mango Shada, and Ole Henriksen.
• She values creative freedom and authenticity in brand partnerships.

14. Creator Strategy as a CMO

• As a CMO, she would focus on working with creators who have a true brand core and high engagement.
• She would prioritize creators who genuinely love the brand and its products.
• She understands that branded content may not always perform well due to algorithm changes.

15. Future Goals

• She wants to continue making music, traveling, and sharing her life.
• She achieved her initial goals of being on Forbes, becoming a Sports Illustrated model, and being a touring DJ.
• She aims to create "banging songs" and become a bigger DJ in the world.

Synthesis/Conclusion

Xandra's journey highlights the power of authenticity, consistent content creation, and strategic brand partnerships in the creator economy. Her success stems from her ability to balance multiple roles – DJ, model, and content creator – while staying true to herself and her brand. Her story emphasizes the importance of adapting to algorithm changes, prioritizing genuine connections with audiences, and continuously pushing boundaries to achieve new goals.