Project management for Wayne Snow's album on Roche Musique
01 / Context & vision
“Valentina's versatility is truly remarkable and she excels in handling diverse responsibilities... serving as a project lead of a major album release campaign driving a large international team. No matter the challenge, her ability to wear many hats with finesse sets her apart as a truly exceptional talent.”
Figurine — a deeply personal, conceptual album on identity, masks and avatars. Joined after the signing to Roche Musique for project management, release strategy, brand consistency and global touring.
02 / The details
- Role & scope
- Project Management, Release Strategy & Tour Management
- Client / label
- Roche Musique · Starling Works
- Timeline
- 2021
- PR
- Twnty Three, Emerald East, Your Army
- Collaborators
- Travys Owen (art direction), Crayon, Nu Guinea, Brandt Brauer Frick, Oscar Jerome
03 / Outcomes & creative highlights
Press
Vogue, NPR Best Tracks of 2021, Le Monde, Afropunk, It's Nice That, Resident Advisor, The Independent.
COLORS session
400k+ views.
€22,000 cultural grants
Global tour
Across Europe, the UK, Canada and Australia.
04 / The story
Who is the real you?
Figurine is a conceptual, personal record built around a single question: who is the real you? It explores rebirth, individuality, and humanity's uneasy relationship with masks, avatars, and social media.
Musically, it weaves neo-soul, alternative pop, R&B, soultronica, and jazz influences — produced with Crayon, Nu Guinea, and Brandt Brauer Frick, and featuring Oscar Jerome.
Joining a record already in motion
I came on board once the record was signed to Roche Musique, with its music videos already in production in South Africa with art director Travys Owen, who shaped the campaign's visual world.
From there, I handled project management with the label: overall strategy, communication, social content, release strategy, and keeping visual consistency across every channel.
As part of the artist management team, I liaised across the wider group involved and made sure the album's narrative and artistic vision stayed authentically represented throughout, alongside occasional tour management support.
Press, COLORS and a world tour
Figurine reached global press, including features in Vogue, NPR, Le Monde, Afropunk, It's Nice That, and The Independent, and a place on NPR Music's "Best Tracks of 2021," alongside coverage in Clash, Yahoo Finance, Mojo, L'Obs, Resident Advisor, The Vinyl Factory, Notion, Atwood Magazine, and Trippin.
Wayne performed on COLORS, now at over 400,000 views, and received 50+ plays across BBC radio in the UK.
The campaign carried Wayne across an extensive world tour, with shows throughout Europe and the UK, performances at We Out Here, Waking Life, and Lost Village, and new territory reached in Canada and Australia. I also helped secure €22,000 in cultural funding through grant applications written across various institutions.
