Luis "King Louie" Mercado

With a strong foundation in digital media and a proven track record of driving audience growth, I bring deep expertise in developing and executing social media strategies that resonate across platforms. During my time leading digital strategy at HOT 97 and WBLS, I spearheaded initiatives that resulted in a 161% increase in unique visitors and a 156% rise in pageview traffic. I’ve grown social media audiences through strategic content planning, platform-specific rollouts, and real-time engagement—driving up engagement rates and follower counts across Instagram, YouTube, Twitter/X, and TikTok.

My approach blends creative storytelling with data-driven insights—leveraging analytics to optimize performance, increase reach, and build loyal communities. Whether developing a content calendar, leading a tentpole campaign, or refining brand voice, I consistently deliver growth through a mix of cultural fluency, platform expertise, and innovative execution.

As Senior Digital Media Manager for HOT 97 and WBLS, I led a data-driven content strategy that delivered measurable, large-scale results across all major social platforms. I helped drive HOT 97’s total social following by over 6.2% YOY with incremental growth for 5 years straight. Notably, TikTok saw explosive growth during my tenure, increasing by 190% .

Through a mix of real-time event coverage, culturally relevant viral moments, and strategic creative storytelling, we generated over 443 million impressions across Instagram, Facebook, Tik Tok and Twitter — a testament to our increased reach and relevance. Year-over-year, video viewership jumped nearly 8%, surpassing 117 million views, while social engagement totaled over 28.8 million interactions, reflecting a 25%+ increase in how audiences actively connected with our content.

This growth wasn’t accidental. It was the result of intentional strategy, audience understanding, and a consistent stream of high-impact content that turned casual scrollers into loyal followers and made HOT 97 one of the most engaged hip-hop brands in the digital space.

Pages I have managed over the years include: HOT 97, WBLS, HBCU NY Classic, Ebro in the Morning, Roadblock Radio & more. 

create and produce social media content that speaks directly to the culture and communities it represents. With a deep understanding of audience behavior across platforms, I craft content that is not only visually engaging but strategically aligned to drive conversation, connection, and results. Whether developing exclusive interviews, behind-the-scenes moments, or trend-driven short-form video, I focus on creating content that feels authentic, timely, and relevant.

At HOT 97 and WBLS, I led social content production for some of the most recognizable names in entertainment, including Ebro in the Morning and marquee events like Summer Jam. I’ve turned real-time moments into viral clips, produced platform-specific assets for Instagram, YouTube, and TikTok, and user data to refine what resonates with our audience. Every piece of content I produce is designed with intention—whether to inform, entertain, or build loyalty—and rooted in a clear understanding of the audience's cultural interests and digital habits.

I also specialize in bringing live events to life through immersive, high-impact digital strategies that connect audiences before, during, and after the moment. Whether it’s a major concert, exclusive interview, or cultural tentpole like HOT 97’s Summer Jam, I craft and execute content plans that extend the energy of the live experience across social and digital platforms. From behind-the-scenes coverage and artist arrivals to real-time social updates and post-event exclusives, I’ve developed creative content ecosystems that drive engagement, build anticipation, and deliver lasting impact.

Through strategic storytelling and agile execution, I’ve transformed live moments into viral content—leveraging BTS reels, talent takeovers, and premium recap packages to boost reach and spark conversation. My campaigns have contributed to multi-million view counts, double-digit engagement increases, and significant traffic growth, proving the power of thoughtful, culture-first digital coverage.

I’ve consistently created content that goes viral, drives conversation, and delivers measurable results across social media. From exclusive interviews and live event coverage to trend-driven short-form videos, I’ve developed and executed content strategies that resonate with culture-first audiences. At HOT 97 and WBLS, I helped lead social media growth that included a 60% increase in Instagram engagement, a 75% growth in YouTube subscribers, and several viral moments that reached millions of views across platforms.

Whether capturing raw, unfiltered moments on Ebro in the Morning, curating behind-the-scenes content at Summer Jam, or launching timely social campaigns, I’ve consistently elevated brand presence while turning real-time energy into high-performing, shareable content. My approach blends creative instinct with platform-specific strategy—always focused on growth, visibility, and sparking conversation in the digital space.

I also specialize in developing unique content series that build brand identity, engage audiences, and sustain long-term interest across social platforms. From concept to execution, I’ve created original formats—from artist interview segments and fan-focused countdowns to behind-the-scenes mini-docs and culturally relevant reels—that speak directly to the interests of our community. These series have not only driven consistent engagement and shares but also positioned brands like HOT 97 and WBLS as trusted, innovative voices in music and entertainment.

By blending creativity with data insights, I design content that stands out in a crowded feed while supporting larger marketing and editorial goals.