Mary Rahmani, Triller’s global head of partnerships and TikTok’s first U.S. music executive, has launched Moon Projects, a new agency specializing in creator curation; content strategy for short-form, vertical platforms; and a label imprint in partnership with Republic Records.
With a current staff of three, Moon Projects’ goal is “identifying and sourcing talent from established as well as up-and-coming creators, planning and managing unique campaigns — introducing both what’s now and what’s next,” according to its official statement. “The team works with brands and artists to create breakthrough, meaningful campaigns that feel authentic and organic while leveraging the platform’s potential for virality and reach.” The company also offers consulting services to help build brand and artist presence across all platforms.
Rahmani will remain in her current post at Triller, a role she took in October after leaving TikTok.
Wendy Goldstein, Republic’s president of West Coast creative, says, “Mary’s sharp instincts, impeccable musical taste, and keen eye for rising stars will ensure that Moon Projects thrives at the highest level. Drawing on early experiences at TikTok, she’s in an enviable position to not only understand, but also deftly maneuver through the modern marketplace at the speed of today’s popular culture. I’m excited to hear what she signs to this exciting industry-first imprint.”
Rahmani, who tells Variety that her first signing will be announced soon, says that although TikTok and other social platforms will be a source for her search for artists, she expects to cast a wide net. She adds that she’s very interested in signing bands, which often have struggled to find a profile on those platforms.
“We’re going to be smart on who we’re signing, even though TikTok is where most people are getting repertoire now,” she says. “I want artists, not someone who just has a viral song — especially with everything that’s been happening in the world today. I’m happy that the label is part of Republic, which has always had that kind of focus.”
Rahmani says one of her goals for the agency is to emphasize to her clients that they “can’t just hop into” the world of TikTok and other short-form platforms and expect to see results. “They need to be members of the community — I often hear people asking, ‘How much does it cost to hire [TikTok superstars] Charli [D’Amelio] and Addison [Rae]?’ And I say, ‘Let’s back up: Who are you trying to reach and what are you trying to say? Let’s look at how the platforms work, then take that budget and spread it out to a number of creators and be strategic about your approach, so you can make an authentic message that connects.”
As the first music hire for TikTok in North America, Rahmani led the Music & Artist Partnerships division, spearheading campaigns for artists including Lil Nas X, the Weeknd, Dua Lipa, Taylor Swift, Miley Cyrus, Fleetwood Mac and more. She came to TikTok from Capitol Music Group, where as an A&R executive she worked with Morrissey, Glass Animals, Banks and TV on the Radio.