Make It POP

Nobody ever pulled me into a room and said "make it pop" about one particular campaign, so there's no smoking gun here. There are about a dozen, spread across three or four full-time marketing jobs before I started 4 Pillars, plus every version other marketers have told me over coffee since. "Make it pop." "Make it viral." "Give it that TikTok energy." Different accent, same instruction, always delivered as if it were news. What nobody says in that meeting: you never needed telling. Likeable, shareable, sticky. That's the job description before anyone opens their mouth. The hard part sits underneath the instruction. How do you chase attention without breaking the brand voice you were also hired to protect? What do you do when the trend wants loud and casual, the client's whole identity is buttoned-up and formal, and neither side is up for negotiation? Reconciling those two is most of what I actually do at 4 Pillars, more days than I'd like. UK garage runs the same trick. All that obsessive, syncopated engineering (the chopped vocals, the shuffled hats) under a sound that's supposed to feel effortless on the dance floor. Nobody two-stepping is thinking about the edits. Nobody scrolling past a client's post is thinking about the six rounds of brand guidelines it survived. The craft is invisible on purpose. Some weeks it's also exhausting to be the only one who knows it's there.

LSLachezar, writing songs so you don't have to cry alone