Case Study: ALEXIA

🔗 Press Kit
Timeline: July 1st 2025 – June 31st 2027
Project Type: Artist Development, Business & Brand Strategy
Services: Strategic Planning, Project Management, Creative Marketing
Clients/Partners: ALEXIA
Manager: Victoria Velazquez

Overview & Objective

ALEXIA is a singer, songwriter, and performer who fuses traditional, classical, and contemporary art forms through musical storytelling, capturing the depth of everyday life and the human experience. Throughout her career, ALEXIA has collaborated with leading brands and institutions including MAC Cosmetics, Playbill, PBS, BET, and UMG France. On stage, she has appeared in numerous Broadway and Off-Broadway productions, including Alicia Keys’ hit musical Hell’s Kitchen. As Cofounder of Women of Color on Broadway Inc., she also directs musical and film productions for its arts-development program, fostering networks and career opportunities for diverse creatives.

Her debut-project titled Exhale, is emotionally charged, cinematic, and rooted in the realities of modern womanhood—offering a deeply relatable lens shaped by her upbringing and music journey. With a voice that is both vulnerable and powerful, she crafts sonic worlds that explore themes of love and resilience.

With her debut project, our objective is to transform her local momentum into a devoted fanbase while building a scalable brand that spans music, theater, and media. This case study outlines a comprehensive a&r strategy—encompassing brand development, business planning, financial management, audience growth, campaign execution, and long-term opportunity mapping—to support ALEXIA’s evolution as a sustainable artist and entrepreneur.

Strategy & Execution

Brand Strategy & Community-Building

ALEXIA’s sound and image follow in the lineage of icons like Whitney Houston, Luther Vandross, and Sade—emotive, timeless, and powerful. In today’s music landscape, she fits firmly within the realm of contemporary R&B, resonating with fans of Victoria Monét, Muni Long, Jessie Reyez, SAILORR, Kwn, Chloe x Halle, Kehlani, and SZA.

VPM is shaping ALEXIA’s brand around a multidimensional identity: a resilient city girl; a modern romantic; and a powerhouse vocalist. Her vibe lives in the tension between softness and strength—fusing the vulnerability of a lover-girl with the ambition of a city-girl. This duality shows up in her storytelling. Her songs are personal, narrative-driven, and cinematic; brought to life through styled visuals and documentary-style content that reflects her lived experience. Her brand identity centers on three core identity pillars that together fuel a loyal, values-aligned fanbase:

ALEXIA reimagines the “city-girl” trope—not just as a lifestyle aesthetic, but as a symbol of career ambition, community values, and creative resilience. Her brand expands the traditional city-girl image to include the work ethic, independence, and hustle of a modern career woman—offering a vision of womanhood rooted in both softness and strength. She collaborates consistently with local artists, grassroots organizations, and small businesses to build a real-world ecosystem around her music—one that mirrors her audience’s values and lived experience. This identity pillar resonates deeply with Gen Z and millennial music listeners who engage through lifestyle content, fashion, and digital culture—and who see empowerment as a collective, everyday practice.

Rooted in gospel and sharpened through Broadway, ALEXIA’s vocal talent anchors her as a powerhouse. Her skill places her within a tradition of powerhouse vocalists, attracting fans who value live performance, emotional depth, and technical mastery. These core audience members—particularly rooted in the Black church or Broadway and theater communities—have seen her perform in person and know her as a genuine artist. They are highly engaged supporters who show up to concerts, invest in merchandise, and connect deeply with her lyrics of love and resilience. This identity pillar helps reinforce her lover-girl persona and supports long-term loyalty and critical acclaim.

Her third identity pillar speaks to ALEXIA’s journey as a woman of color navigating personal and systemic challenges, from overcoming dyslexia to surviving the pressure of elite creative spaces. It’s a narrative of ambition, grind, and emotional honesty— a city-girl’s underdog story, one that makes her deeply relatable to fans and women who have faced their own uphill battles. This narrative builds cross-generational and multi-ethnic resonance, drawing in supporters who value authenticity, representation, and personal triumph. This pillar also paves the way for meaningful community engagement and advocacy aligned with her lived experiences.

Together, these three identity pillars complete ALEXIA’s brand identity—each reinforcing the other to shape a multidimensional artist whose impact resonates far beyond music. They work in harmony to cultivate a diverse and loyal core fanbase, one connected not only by sound, but also by shared values, lived experiences, and a sense of cultural belonging.

Fundraising & Budgeting

Our approach to fundraising and budgeting for ALEXIA’s debut project combines individual investor support, artist development grants, music-specific funding programs, fiscal sponsorship, and branded collaborations. VPM has developed detailed budgets for each phase of ALEXIA’s music recordings, and rollouts, supported by a comprehensive operational plan that outlines commission structures, revenue-sharing models, and potential equity opportunities to sustain long-term growth.

Strategic Partnerships & Institutional Leverage

Strategic partnerships play a central role in expanding ALEXIA’s cultural reach, building capacity, and strengthening her roots in local and regional communities. Her visibility strategy emphasizes depth over volume—prioritizing quality over quantity—and is intentionally aligned with high-credibility platforms across both the music and theater industries, reinforcing her multidimensional presence as an artist.

We are partnering with music distribution companies that have strong local-to-regional networks to drive key rollout campaign efforts. These collaborations enhance marketing outreach and visibility through editorial and local playlist submissions, influencer and content creator seeding, radio promotion, and publicity. Our distribution partners will also help coordinate notable co-signs from rising artists and industry peers ALEXIA has previously worked with, further amplifying her presence within trusted networks and enhancing both authenticity and reach. Additionally, VPM is leading and supervising partnership management agreements with credible music managers and executive producers within Victoria’s and ALEXIA’s professional networks to advance opportunities in songwriting and publishing, touring and live performance bookings, and brand endorsements.

In parallel, we are cultivating relationships with cultural institutions, grassroots theater organizations, and regional faith-based or community groups to strengthen community engagement and build her core fanbase. Cultural and institutional support not only lends credibility to her work but also roots her artistry in cultural heritage and social context—positioning her as a voice of and for community. In addition, we are developing cross-promotional partnerships with lifestyle, beauty, fashion, and service brands that align with her values, creating opportunities for cross-platform visibility and long-term brand alignment.

Through sustained relationship-building, ALEXIA will continue to deepen her ties across her hometown and throughout New York City, while cultivating connections with culturally aligned communities in cities including Philadelphia, Atlanta, Houston, New Orleans, Chicago, San Francisco, and Los Angeles. These relationships are guided by shared values and a long-term commitment to creative collaboration.