Creator Spotlight - Hallelujah Johnson - Social Media Marketer & Content Creator

Can you share your journey from being an American Idol alum in Season 16 to becoming an expert in social media management and content creation?

Hallelujah: Ever start something just to pay the bills and end up finding your dream career? I stepped out of my comfort zone and here’s what happened:

Despite being an introvert, I thrust myself into the entertainment industry. I spent the last 10 years navigating the art and politics of music, TV, commercial film, fashion, and voiceover, constantly pushing myself into social media promotion like my livelihood depended on it (because it did) just so I could live my dream—to leave my mark on the digital media and entertainment world. Those efforts landed me on American Idol, where everything I thought about the business of music and television amplified. As a contestant, I became part of the show’s marketing efforts and learned firsthand how brands showcase themselves and compete on a large scale. I knew having access and exposure to such a powerful network would be a game-changer for my work; however, the hustle towards this dream was far from over.

Shortly after my time on American Idol, that dream I was fixated on warped into a version of “survival 101” as I faced countless failures and moments of frustration. Navigating the social media landscape in Los Angeles wasn’t as easy as it seemed with all of the noise from so many people wanting to do the same thing. Between the moments of giving up, I responded to the frustration by seeking support from incredible marketing and business mentors and peers. Investing in upskilling became my norm and haven.

And then it happened. I cracked the code. I not only developed a passion for social media branding and promotion but also honed my value and skill set at a high level, ultimately becoming a competitive Social Media and Digital Media Expert.

As a result of my hard work, creativity, analytical mindset, and a dash of luck, I’ve had the privilege of working with Fortune 500 companies and impactful organizations, spearheading campaigns and creating viral content. Each experience has reinforced that growth and adaptability are essential both in life and in digital media. I am still creating music. However, now instead of just creating music for commercials, artists, and labels, I get to enjoy leveraging my trained ear and skills in music production to completely customize content creation for the brands I work with. It’s a truly rewarding experience and a definite edge.

What inspired you to work within the cannabis industry and how has your mission evolved since you started?

Hallelujah: I was often sick on and off growing up and hit a wall with my health battle in early adulthood. That wall was an ongoing stomach issue I had that was causing the onset of cancer to develop in my throat. I became periodically bedridden and could no longer use western medicine to heal because it was making matters worse, so I began exploring plant medicine where cannabis inevitably showed up. I used cannabis to get through the pain and help heal my body. I was initially skeptical and admittedly against the usage of cannabis due to the stigmas, but I was determined to get to the other side of it all, so I eventually let it go. I guess cannabis became my occasional sidekick and has been ever since. Because cannabis had such an impact on my life, working within the cannabis industry was something I had my eye on. I just had to wait for the opportunity, which was right around the corner when a buddy of mine reached out to me asking if I could support the social media campaign for a dispensary’s grand opening. I learned so much about marketing cannabis and all of the rules and regulations involved. After that, I knew I found one of my niches that I proudly advocate for.

How do you approach the challenge of staying ahead of media trends in social media and digital storytelling?

Hallelujah: Mindset is everything. With that said, I don’t see this as a challenge but more so an opportunity. The trick in staying ahead of trends is to incorporate them, not follow them. Participating in trends in order to remain relevant is the norm. My approach is to go even further and analyze why something is trending (numbers talk), then strategize ways to incorporate those trends within the content in order to personalize the experience for the viewer and support the brands’ business goals. Brands inevitably rise to the top on social media during this process because they remain relatable, relevant, and authentic—this is key!

Can you describe a pivotal moment or project that solidified your role in the cannabis space?

Hallelujah: A pivotal moment that solidified my role in the cannabis space was the day I got on LinkedIn and found one of my favorite cannabis brands was looking for a Social Media Consultant. After months of interviews and waiting, I landed the role and couldn’t wait to get started. During my time supporting the cannabis company, I provided custom content strategies, campaigns, and influencer marketing. My goal was to close the gap between their brand and storytelling their products on social media while keeping the sales goals in mind. It was quite a bit of juggling but certainly my speed. I’m proud of the consult I provided and excited for all of the doors it has opened for me to grow and support brands within the cannabis space moving forward.

What are some common misconceptions about social media management in the cannabis industry and how do you address them?

Hallelujah: I believe most of the misconceptions lie within the outdated narratives of cannabis as a culture. When a lot of people picture cannabis, they imagine “stoners toking and posting videos.” My approach is more inclusive and precise. Whether I am marketing a cannabis vape, flower, or edible (beverage) on social media, I am always keeping in mind content and strategies that are relatable, relevant, and authentic, as I previously mentioned. Nowadays, and as time progresses, cannabis is a more sophisticated and inclusive experience. From gourmet edibles to crafted seltzers and other beverages, cannabis ain’t what it used to be, and that’s where I come in to tell its story on social media.

What exciting projects or initiatives are you currently working on that our readers should know about?

Hallelujah: I am currently wrapping up summer campaigns for a cannabis brand that recently medaled at the California Cannabis Awards. I enjoyed creating strategies and outlining content to help leverage the attention the brand is receiving from its recent success. After this, it’s off to the next project!

How can our readers connect with you and what’s the best way for them to support your work?

Hallelujah:

• LinkedIn: https://www.linkedin.com/in/hallelujahjohnson

• Email: [email protected]

• Check out my Digital Portfolio Reel & Introduction: https://www.youtube.com/shorts/3IFi-1IxpRI

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