Hi, I’m Steve Lynch
As soon as your band is any good, it’s not about being a musician anymore. You become a business manager, booking agent, and marketing strategist—doing whatever it takes to reach new people. For me, that meant experimenting with social, DIY websites, and $15 Google Ads campaigns to promote our shows. It wasn’t glamorous, but it worked—and sparked a passion for understanding what makes people engage and show up.
That scrappy, figure-it-out mindset has shaped everything I’ve done since. At Guitar Center, I oversaw the brand's social growth to 4.8MM+ followers and, in 2024 alone, drove 70MM+ impressions, 20MM+ video views, and 1.6MM+ engagements—all through organic, audience-first strategies. I’ve worked with artists like John Mayer and Nile Rodgers, and guided cross-functional teams in production, branding, and events to craft campaigns that resonated authentically, delivering real value to both the audience and the business.
Throughout my career, I’ve taken on every role in the workflow to bring ideas to life—hauling gear, hosting interviews, shooting/editing content, and managing million-dollar paid budgets. I’ve tackled the “serious” work, like implementing tracking pixels and optimizing product feeds, and thrived on the “fun” side, like producing viral videos and crafting memes that reached millions.
At the heart of it all is my insatiable curiosity—an obsession with uncovering what makes people connect and take action. Whether it’s sparking excitement with a 15-second clip or squeezing +2% better performance out of a paid budget, I’m driven by the challenges of modern marketing and inspired by the opportunity to create work that leaves a lasting impact.
If you’re ready to launch or scale your social strategy, let’s connect—check out my work below!
LATEST WORK
Baltimore Spirits Company’s "Blend Your Own Whiskey Tour" takes guests behind the scenes of distillation, offering tastings of signature spirits and the chance to craft a personalized whiskey blend. To drive tour bookings, I launched a targeted Meta advertising campaign following a comprehensive technical audit to ensure data integrity, including Meta Pixel and Google Tag implementation with custom conversion and reporting setup.
Starting with small test budgets in early 2024, I refined creative formats—video, photo, and influencer content—while optimizing targeting strategies based on performance insights. Gradual scaling through Q3 and Q4 led to 2,000+ tour bookings with a 10.1x return on ad spend.
PORTFOLIO PICKS
A decade at Guitar Center. Countless campaigns. Endless stories. But the examples below? These highlight work I’m most proud of—where strategy meets action and creativity sparks connection. As the leader of the social team, I didn’t just brief the vision—I brought it to life, collaborating with production, artist, and events teams and ensuring every idea was rooted in a deep understanding of the customer.
From developing original concepts to hosting live streams, conducting interviews, and rolling up my sleeves to shoot and edit, I was hands-on at every step. These projects taught me that the best work doesn’t just promote—it resonates. It sparks engagement, builds loyalty, and creates real value. Take a look—I’d love to hear your thoughts.
Ben Harper, Lisa Loeb, Elise Trouw, Steve Poltz, and Molly Miller joined this celebration of Taylor’s 50 years of innovative guitar design with performances, interviews, and a historical discussion featuring co-founder Bob Taylor and CEO Andy Powers.
Nile Rodgers and his iconic Fender Strat, “The Hitmaker,” take center stage in this career-spanning interview. Featuring breakdowns of timeless riffs like “We Are Family” and “Like A Virgin,” along with behind-the-scenes stories of working with legends like David Bowie and Daft Punk, this event is a masterclass in musical genius.
This video series mirrors the customer journey as a protagonist envisions two versions of himself tied to the guitars he tries. Relatable and engaging, it invites viewers to visit the store, try instruments, and share their thoughts while increasing product awareness and consideration.
This series explores the "First, Best, and Next" guitars of well-known players, celebrating key milestones in a musician’s journey. Through relatable and aspirational storytelling, it connects with musicians while inspiring their next purchase—and even sparked copycat formats from competitors.
This seasonal series showcases fun, practical gift ideas, with me stepping in as a store associate to guide viewers. It builds product awareness among musicians while encouraging mentions and shares to gift-givers, sparking engagement and purchase intent.
Collaborating with artists and influencers is one of the most rewarding parts of my work, connecting musician-to-musician to showcase products in their unique styles. These videos expand the brand’s reach, captivate audiences, and spark awareness and consideration.
ARTIST COLLABS
Humor thrives on social, but timing is everything. One meme played off Oasis’ reunion buzz, humorously reporting a capo shortage for "Wonderwall" fans. Another reimagined the "big cup" trend with a GC twist—a cup full of guitar picks. Together, they drove millions of impressions, thousands of site visits, and genuine audience delight.