Aikens manages a Netflix team that helps members connect with content they’ll love
If you’ve ever discovered a new favorite show, movie or live event to watch based on a Netflix recommendation, then you can thank Belmont double alumnus Judson Aikens (Music Business ‘08, MBA ‘13) and his team. Aikens is part of a group called Product Discovery & Promotion, an organization comprised of strategists, editors, designers, content analysts, writers, producers and more - all focused on representing the Netflix catalog across all devices.
“When members log in, they're looking to be entertained. This is an incredibly exciting moment to serve them. Whether someone knows exactly what they’re looking for or they’re browsing to discover something new, we help them confidently decide what content is right for them at any given moment,” Aikens said.
From the synopsis that describes the content to the artwork you see in the rows to the trailers that play as you browse (all powered by personalization to reach the right audiences), Aikens’ team is focused on the strategy, creation and curation of compelling promotional campaigns for the member experience.
Finding the Perfect Balance
Aikens always hoped to have a role in the entertainment industry. When a friend told him about Belmont, he was attracted by the chance to blend business education and entertainment: the perfect balance.
He found a strong sense of on-campus connection and community and fondly remembers collaborating with his friends and peers on a wide range of creative pursuits inside and outside of the classroom: photography shoots, poster-making, styling, branding, constructing PR campaigns and even managing a student performer in the annual Pop Showcase.
It’s a great community to be immersed in while you’re learning. There is a spirit at Belmont that anything is possible. There are a lot of dreamers.”
His faculty (many of whom maintain a regular connection to this day) also made a lasting impact with coursework that focused on real-world applications that could be incorporated into the conversations he had in the entertainment industry.
“I definitely noticed there was an intentionality and a great deal of care and attention from the professors and faculty at Belmont,” he recalled after reflecting on his experience as a Belmont transfer student. “There was a greater sense of investment in me as an individual.”
The Power of the Pivot
Aikens’ journey from Nashville to Los Angeles wasn't a straight path.
He navigated the Nashville entertainment scene through a series of internships and early career positions which helped him discover his strengths and identify his passions by process of elimination and immersion in the unknown.
"Having internships helped me to try new things, learn a lot and focus along the way,” Aikens explained. “Through various experiences, I came to understand what I did and did not want to pursue."
A connection at Belmont led to his first internship in publicity at Warner Brothers Records, followed by another internship (turned full-time job) in music and talent relations at Viacom/CMT. Eventually, an opportunity opened in Viacom/CMT’s internal creative team and Aikens found his passion in creative marketing.
Massey MBA: A Competitive Edge
Motivated to bolster his resume and stand out as a leader in his field, Aikens returned to Belmont for his MBA with a focus on marketing.
“I realized that I was collaborating with, and to some extent, competing with business professionals formally trained in marketing,” he said. “So, I wanted to go back and get my MBA to have a broader understanding of how business works, to better ‘speak the language’ and to network with folks who were already succeeding in roles I aspired to be in. The fact that I could do it at night was great. I really enjoyed it!”
After completing his MBA and with years of experience at Viacom/CMT focusing on campaigns across award shows, concert series, reality TV programming, corporate rebranding, merchandise, pro-social initiatives and more for multiple brands within the portfolio (MTV, Spike, Logo, VH1, etc.) he learned about an opportunity with Netflix. It was a chance to blend creativity with a deeper focus on technology and he decided to go for it. In his first few years at Netflix, the slate of content for Netflix Originals accelerated, the platform underwent a global launch into (now) 190+ countries, many new product innovations were introduced and Aikens had the opportunity to shift from being an individual contributor to a leader of teams.
The Pivots Continued…
After years of working with the Netflix Product Discovery & Promotion team, Aikens accepted an opportunity to work on the Content Design team for Apple TV where he learned more about the power of brand, how to leverage an entire ecosystem and the importance of a user-first mindset.
Eventually, he returned to Netflix and recently started a new position with the media streaming giant where he leads a team focused on Live content. In this new role, he manages a multidisciplinary team working to amplify the awareness, excitement and engagement of events across sports, comedy, awards, food and many other spaces.
At Netflix, Aikens’ role allows him to blend creativity and technology in ways he never imagined as a student. In fact, the seat he currently occupies didn’t exist at the time.
"Belmont gave me a really strong foundational understanding of how the industry works, even though I didn’t know exactly where I was headed or what opportunities would present themselves,” he said.
With this new endeavor, he keeps an open mind for what the future holds and continues to draw on the skills, work ethic and collaborative mindset he developed at Belmont. His journey serves as an inspiration to current students, showing how a strong educational foundation combined with curiosity and adaptability can lead to exciting opportunities in the ever-evolving industries of business and entertainment.
Interested in the ever-evolving industries of business and entertainment? Discover your path at Belmont.