Torrie Jones · Brand, Content & Creative Direction
A brand and creative leader with 15+ years launching category-defining products and building culturally resonant campaigns for some of the world’s most recognized music and technology brands.
Selected work
Apple · 2023 · Creative Strategy / Product Positioning
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. The app reached 1.4M first-week downloads and No. 1 on the US App Store.
Moises AI · 2025 · Copywriting / Creative Strategy / Content Production
Owned creative storytelling, copywriting, localization, and web production for the biggest product launch in Moises history at the time, spanning the launch film, landing page, and social.
Moises · 2026 · Content Production / Copywriting
Led content strategy and production for the Jam Sessions with Charlie Puth contest that included a Times Square activation and drew 1,434 musicians worldwide. The campaign earned a 30th annual Webby Award nomination in March of 2026.
Moises · 2026 · Brand Voice Architecture / Writing Standards
Authored the voice and tone system for Moises, the writing guidelines that govern how a 75M+ user music platform speaks to musicians across every surface. I defined the voice, the personality, and the rules the whole team writes by.
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 · 2017 · Product Marketing / Brand Strategy / Artist Relations
As Akai’s Global 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 seven-film ‘Standalone Challenge’ series (1.9M+ views) with Grammy-winning producers including Zaytoven, Scott Storch, and Melissa Reese. Pre-orders put both units on backorder for six months.
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
Motiversity · 2020
Moises · 2025
Akai Professional · 2019
Akai Professional · 2016
Akai Professional · 2015–2018
The Athletic · 2025
Apple Music · 2022
Vitamin String Quartet · 2024
Vitamin String Quartet · 2024
Maison Louis Marie · 2023
Motiversity · 2020
Akai Professional · 2017
Apple Music · 2022
Native Instruments · 2013
Moises · 2025
About
I’m Head of Content at Moises AI, where I own the brand voice and the written and visual creative for a 75M+ user platform and lead the company’s largest team, spanning design, copy, social, and video 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’, now in active TestFlight beta, 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.
I’m also a working composer and pianist. Self-taught, then classically trained, with a B.A. in Ethnomusicology from UCLA. My scores have screened at Cannes and Slamdance, and my music is represented for sync by Koze Music.
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 75M+ user platform, reporting to the CMO and leading the largest team in the company across design, copy, social, and video in three countries. Authored the brand voice framework, grew Instagram from 101K to 241K organically, and led the Webby-nominated Jam Sessions campaign with Charlie Puth.
Solo-building ‘the Shazam of album art’, a consumer music-discovery and vinyl-collecting app now in active TestFlight beta. I own the product concept, interface, UX, brand, and go-to-market end to end, building with Claude Code and Pencil.dev.
Original scores, themes, and productions across film, podcasts, and brand campaigns. Composed the score for Prizefighter (2018, dir. Lyndon Barrois), an official selection at the Cannes and Slamdance film festivals; the original theme for The Athletic’s No Free Lunch with Ndamukong Suh; and original music for Akai’s MPC X launch film, an Apple internal marketing film, and a Maison Louis Marie brand video. Produced two sample-pack releases for Imaginando’s BAM app with 3x Grammy-nominated producer Like (Ladera Nights) and Jason Hill (Soulful Hip Hop Vol. 1). Original music represented for sync by Koze Music.
Brand strategy, creative direction, and go-to-market for clients including Apple (via Heat Waves), ViralNoise (sync music licensing), and Imaginando (music software). As fractional Creative Director and GM of Vitamin String Quartet, scripted and produced geotargeted Spotify ads riding the Bridgerton Season 3 moment to VSQ’s first No. 1 on Billboard’s Classical Albums chart.
Led global creator marketing focused on podcaster acquisition and retention for the world’s largest independent podcast company, and drove the Focusrite Vocaster co-branding partnership for a global hardware launch.
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%) in 14 months 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 10+ creatives and 20+ product specialists across 50+ product launches and managing the design team daily across web, packaging, social, email, and MPC expansion-pack artwork. Co-invented and named the Akai Fire (two US patents, 30K+ units sold), brokered the Supreme x Akai MPC Live II collaboration, grew Instagram from 17K to 190K, 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 video creation and what it means for creators.