PORTFOLIO
MUSIC CAMPAIGNS
Album campaigns involving research-driven A&R strategy and audience insights.
As the Director of Artist Insights for Universal Music Group, Lisa had the privilege of supporting a diverse array of albums, artists, and genres. Some of her most impactful work influenced the campaigns and music of Shawn Mendes, Nick Jonas, Demi Lovato, Justin Bieber, Post Malone, Taylor Swift, Selena Gomez, Billie Eilish, Lady Gaga, Troy Sivan, Katy Perry, Jessie J, Kanye West, and countless emerging talents.
MOBILE APPS
Product research impacting the most recognizable brands in Entertainment and Sports
At Gameloft, a leading video game developer and distributer, Lisa Cronin led the internal research team for the company's global video game development. Her team executed extensive user testing throughout all phases of the production lifecycle: concept testing, usability studies (iterating from late-alpha through near-gold), closed beta testing, and post-release game evolution.
BRAND CAMPAIGNS
Major Artist x Brand campaigns supported through strategic research and insights.
Universal Music Group for Brands (UMGB) is a full service agency within UMG that works with global consumer brands to implement music strategy. Lisa and her team supported their efforts through alignment studies, activation impact measurement, and brand lift studies for several major campaigns involving UMG Artists.
While many efforts remain proprietary due to NDA, specific public campaign examples include:
Shawn Mendes x Papermate: #SpreadJoy Campaign
M&M's Spotlight Series ft. DNCE
M&M's Spotlight Series ft. Carly Rae Jepsen
RECORD LABELS
As the U.S. lead of Artist Insights, Lisa was in the unique position to service all of UMG's owned and associated labels and commercial teams. Her contributions reached all genres including Pop, Rock, Hip Hop, Rap, Indie, R&B, Country, Classical, Jazz, Latin, Gospel, and Christian. A few of the labels she worked most closely with include:
THE MISSION
"Just because something doesn't exist yet, is no excuse to not use it"
- Lisa Cronin, Head of Research Services
Throughout her career, Lisa Cronin has prided herself on creative, innovative solutions in spaces where methodologies didn’t exist yet. Never one to rest on tradition, she has earned a reputation for being disruptive yet calculated in her approach to research and strategy.
Since 2008, she has worked with some of the largest companies, brands, and artists in the world - impacting both the creative and business sides of the Enterainment and Tech industries.
At Gameloft, Lisa ran the company's global research department; impacting IP acquisition, product development, and marketing strategy for over 250 video games during her 7 year tenure. Her direction provided strategic value for globally-recognized projects and IP from Marvel Entertainment, DC Comics, NFL, major film franchises, and celebrities.
After transitioning to the Music Industry, Lisa led U.S. Artist Insights for Universal Music Group. She leveraged research to inform artist development, marketing, brand partnerships, and A&R strategy for the world’s top record labels including Island Records, Republic Records, Capital Records, Interscope, and Def Jam. From selecting singles ahead of an album release, to developing emerging artists into global superstars, or helping to win major Artist x Brand deals, Lisa's unique approach provided immeasurable value across all verticals.
In 2020, Lisa entered the world of entrepreneurship and founded Look the Part®, a fashion discovery platform that connects audiences with brands and products seen on television. Leveraging her unique hands-on experience with app development, product research, and consumer-first mindset, she launched a first-of-its-kind mobile app with a GTM strategy that led to app downloads in 42 countries. Her data-driven approach resulted in 80+ retail partnerships and direct relationships with top streaming and television networks.
Prior to her career, Lisa earned dual degrees in Psychology and Journalism/Media Studies which shaped her unique perspectives on culture and the human condition. Blending her natural instincts about human behavior with science-backed training, she is able to deliver accurate thought-provoking narratives to her clients in clear and compelling ways.
Lisa founded Backstage Strategy with the goal of powering brands and individuals through strategic research and insights - something typically only afforded to large corporations. Whether you're a tech startup, and indie artist, or an established brand, Lisa approaches each project with the unique empathy and knowledge of the ambition, hustle, and relentless pursuit it takes to build a business. She would be honored to hear your story and help you achieve your personal and professional vision.