Torrie Jones · Brand, Content & Creative Direction
A brand marketing and content strategy leader with 15+ years launching industry-defining products through culturally resonant stories and partnerships.
Selected work
Apple · 2023 · Creative Marketing Strategy
A brand-new app for five centuries of music. I played a vital role in the creative marketing strategy and asset production across digital, print, social, and out-of-home for the global March 2023 launch.
Moises AI · 2025 · Launch Content & Messaging
"Introducing Moises AI Studio." I wrote the script for the launch film behind the biggest release in the company's history, and owned the launch messaging, writing, editing, or approving the campaign's social copy.
Moises · 2026 · Content Production / Copywriting
I led creative marketing production for the launch of Moises Jam Sessions featuring pop artist Charlie Puth, including the video script, social media, and landing page copy. The campaign earned a 30th annual Webby Award nomination in the Creator, Creative, and Media Tools category.
Motiversity · 2020 · Content Producer and Partnerships
One of the most watched motivational videos on YouTube, with more than 20 million views. I scripted the video based on the licensed content, then gave creative direction to the video team, and negotiated the content licensing deal that secured the footage rights.
Akai Professional · 2017 · Brand Manager
As Brand Manager, I planned and executed the simultaneous 2017 launch of the MPC X and MPC Live, two industry-defining standalone units. I wrote the product page and giftbox copy, scripted and voiced the overview videos, and produced the ‘Standalone Challenge’ series with Grammy-winning producers including Zaytoven, Scott Storch, and Melissa Reese. Pre-orders put both units on backorder for six months.
Moises · 2026 · Voice & Content
Authored the voice and tone system for Moises, the writing guidelines that govern how a 70M+ user music platform speaks to musicians across every surface. I defined the voice, the personality, and the rules the whole team writes by.
Moises · 2025 · Series Creator
Originated the In the Lab editorial series for Moises, a recurring video format spotlighting world-class producers in their creative element. Secured Grammy-winning producer Zaytoven for the inaugural episode and oversaw final creative approval.
Akai Professional · 2016 · Creative Director
Led creative direction for this photo shoot in Austin, TX during SXSW 2016, featuring superstar producer Metro Boomin. The image ran as a back cover ad in both Sound on Sound and Fader magazines to promote the Akai MPC Touch.
Akai Professional · 2019 · Producer / Director
Produced the launch video for the Akai Fire, Fire in the Lab with Mike WiLL Made-It. I leveraged my relationship with the legendary producer to make it happen, working on site at his East Atlanta studio and providing direction to the camera crew and videographer.
Akai Professional · 2018 · Inventor / Marketing Lead
The world’s first dedicated hardware controller for FL Studio. I conceptualized it and drew the original product wireframe that set its layout and control scheme, named co-inventor on two US design patents. It has sold more than 30,000 units.
Akai Professional · 2015–2018 · Brand Manager
The campaign lines I wrote for Akai’s flagship controllers, from ‘Separate from the Pack’ for the MPC to ‘Choose Your Weapon’ for the MPD series.
SSTM · 2021 · Co-Founder & Creative Director
Co-founded an AI music-tech startup and led the product design for SSTM, an AI-powered music production system. I wireframed and annotated the product, then directed the industrial design. Winner of a 2021 iF Design Award and a Muse Award (Silver).
More work
The Athletic · 2025
Apple Music · 2022
Vitamin String Quartet · 2024
Vitamin String Quartet · 2024
Moises AI · 2025
Maison Louis Marie · 2023
Motiversity · 2020
Akai Professional · 2017
Apple Music · 2022
Native Instruments · 2013
About
I’m Head of Content and Creative Direction at Moises AI, where I own the brand voice and the written and visual creative for a 70M+ user platform and lead a team of writers, editors, and video directors across three countries. Across 15 years I have built brands and launched industry-defining products for some of the most recognized names in music, media, and tech, including Apple, Akai, Native Instruments, Sony, and Moises AI.
I blend refined curatorial taste, creative instinct, and cultural fluency with a deep technical streak. I authored the Moises brand voice framework, shaped launch creative for Apple Music Classical, co-invented the Akai Fire (two US patents, 30K+ units sold), and led the Webby-nominated Jam Sessions campaign with Charlie Puth, building and mentoring the teams and the creative standards behind the work. At Akai, Sony, and the startup I co-founded, I managed cross-disciplinary design teams day to day, directing everything from web and packaging to social, email, and product design.
I am currently building an app called WaxSnap, ‘the Shazam of album art’ and recently spoke on panels about how AI is impacting the future of music production at LA Tech Week 2025 and NAMM 2026. Great products and brands come alive through world-class storytelling and elite partnerships, and that intersection is where I thrive.
Outside of work, I’m a pianist who taught myself to play before training classically, with a B.A. in Ethnomusicology from UCLA and a deep passion for the history, creative evolution, and production of music across genres.
Brand voice and tone, content and editorial strategy, creative direction, design team management, copywriting, product marketing, team leadership, artist partnerships, and original music composition.
Concept to completion. From the first wireframe sketch to the licensing deal to the script read on launch day.
Experience
Own the brand voice and the written and visual creative for a 70M+ user platform, leading a team of writers, editors, and video directors across three countries. Authored the brand voice framework, grew Instagram from 101K to 233K, and led the Webby-nominated Jam Sessions campaign with Charlie Puth.
Solo-building a consumer AI app with Claude Code and the GPT-4o vision API, owning the product, brand voice, and go-to-market end to end.
Brand voice, creative strategy, and go-to-market for Apple, Google, Paramount, and Maison Louis Marie. As fractional creative director, drove Vitamin String Quartet’s first No. 1 on Billboard’s Classical Albums chart.
Co-founded an international AI music-tech startup, defining the brand voice, visual identity, and product experience. I wireframed and annotated the product, then directed an industrial designer to render it in 3D, work that won the 2021 iF Design Award and a Muse Design Award (Silver).
Embedded in Apple’s in-house creative studio, Marcom LA, for the global Apple Music Classical launch. Co-wrote a letter in the voice of Tim Cook sent to key figures across the global classical music industry. Shipped copy and creative across film, digital, social, print, and OOH, including the ‘Apple Music Classical is Here’ TV commercial.
Grew YouTube from 550K to 1.45M subscribers (+163%) across 80+ videos. Edited the Kobe Bryant tribute to 20M+ views and negotiated content deals with Chris Bosh, Fox Sports, and the Government of the UAE.
Built Akai’s brand voice and content engine from scratch as a player-coach leading 20+ direct reports, managing the design team daily across web, packaging, social, email, and MPC expansion-pack artwork. Co-invented the Akai Fire (two US patents, 30K+ units sold) and helped grow annual revenue from $28M to $51M.
Produced the Kendrick Lamar ‘Making Sherane’ with MASCHINE feature (900K+ views) and a Noah ‘40’ Shebib feature (2.8M+ views), managing 100+ senior artist relationships across North America.
Signed artists and project-managed Mixtape, a 70+ album, 1,100+ song sync library for film, TV, and web. I led the design team that built the artwork design system for the series, engineered so new albums could be produced and made licensable as fast as possible, and still in use today.
Programmed and curated 30+ internet radio stations, an early editorial role shaping music discovery at mass scale.
Speaking
The Evolution of Sampling, From Crates to Brainwaves. A panel alongside King Britt, Trovarsi, and Ali the Architect on how AI is reshaping the way music is sampled and made.
A panel on how AI is reshaping music and what it means for copyright and creators.