After relocating to Toronto in the summer of 2021, Zine Yaala joined Sony Music Canada as an Artist Marketing Professional. There, he contributed his expertise for nine months before embarking on a new role with North Strategic, a prominent PR firm. As a freelancer, Zine continues to offer consulting and related services in the music industry, leveraging his experience and insights to deliver tailored solutions for clients seeking to optimise their presence in the market.
His main responsibilities include collaborating with senior management to strategise and implement successful activations across Canada, designing and executing comprehensive social media strategies, identifying and seizing opportunities on emerging social media platforms to deliver cutting-edge video content that drives engagement and expands reach, applying a nuanced understanding of pop culture, technology, and online behavior to drive traffic, expand the fan base, and raise brand awareness for artists, maintaining key administrative duties such as; calendar management, tour dates, certifications, and chart reports to ensure smooth operations, and developing digital and social media strategies that align with business objectives to meet key performance indicators across major acquisition platforms.
Some of the most notable highlights of his career would be working on marketing campaigns and activations in Canada for: Beyonce – Renaissance, Harry Styles – Harry’s House and Calvin Harris – Funk Wav Bounces Vol.2. He also played a key role in organising a Christmas Music Festival in Toronto, where he worked alongside the following artists and their team to book and deliver an unforgettable experience for fans and music lovers alike: Johnny Orlando, Chantal Kreviazuk, Raine Maida, Kardinal Offishall, Tim & The Glory Boys, Tyler Shaw.
As an aspiring artist, Zine is actively working to establish his name within the music industry, with his latest single having amassed over 150,000 streams to date.