Photo by Jonathan King

This one might look familiar! If you're following NYU on Instagram or TikTok, you'll probably recognize Dani Biondi (CAS '27), who spent the last two semesters as part of the team creating content for @nyuniversity-both on camera and behind the scenes. That experience became a stepping stone to higher places (literally!) as Dani landed a social media internship at the Empire State Realty Trust this summer.

Ever wonder who's behind the Empire State Building's viral TikTok videos filmed on the 86th floor? Dani, a journalism and cinema studies major, took NYU News up the elevator for an inside look at the brand's process.

THE GIG: I'm a social media marketing intern for the Empire State Realty Trust. My responsibilities span across both the ESRT and Empire State Building's social media accounts.

I shoot and edit short-form videos for both brands, I pitch content ideas ahead of celebrity and influencer visits, and I support on-site with content capture and talent escorts. I also lead research projects to better understand our audience and refine our content strategy and collaborate on campaign ideation to elevate ESRT's brand presence.

CAPSTONE: The highlight of ESRT's summer internship program is the intern project, a department-specific assignment designed to address a team goal. I collaborated with the marketing and PR interns to develop a marketing strategy to target brokers and existing tenants. Our strategy includes ways for ESRT to further develop real estate specific content that appeals to our target audience. The final project is presented to the NEOs (Named Executive Officers) at the end of the program. It's a rewarding experience that shows the value our work adds to the organization.

Photo by Jonathan King

LANDING THE JOB: I've been a fan of the Empire State Building's social media for years and kept a close eye on ESRT's LinkedIn page and website for internship opportunities. If there's a brand or organization that you feel passionate about, I recommend doing the same. Excitement for your work stands out as one of the best tools in any industry. If you're interested in a career in media, I recommend starting with smaller organizations or on-campus roles. My first internship was with NYU's central social media team, which gave me the skills, confidence, and valuable hands-on experience that prepared me for my next role.

REACHING NEW HEIGHTS: I'm most excited to build my skills in content strategy. This is my first experience in real estate, and it's been a really fun challenge for me. I've learned so much about the industry by joining leasing team meetings and visiting the buildings in ESRT's portfolio. I enjoy coming up with content ideas for both sides of the brand, whether through portfolio features, social concepts with celebrity visitors at the ESB, or strategies to engage our audience and build brand awareness.

Photo courtesy of Dani Biondi

BESTIES IN BUSINESS: I was very excited to meet the other members of the marketing team, especially the social media content creators known on TikTok as "the Besties." What I enjoy most about social media is the collaboration, and I appreciate the opportunity to work with such creative and talented people, especially those I admired before I joined. Through the summer internship program, I had the opportunity to sit down with the NEOs to learn about their roles and goals for ESRT. I've also had the chance to work with colleagues in different departments, which has given me a stronger understanding of the organization as a whole. This experience has allowed me to build connections with so many wonderful people, and I am excited to continue to expand my network.

LUNCH BREAK: I love to spend my lunch hour with the other interns and social team members in the office lounge or at the Empire Lounge on the Empire State Building's Club Level. ESRT's office is in Herald Square, and there are a lot of great spots for food and places to sit outside when the weather is nice.

BEST PERK: The first week of my internship, we got a private tour of the Empire State Building Observatory Experience. I had never visited before, and to see the view from the 86th and 102nd floor observation decks was unreal. It never gets old and has deepened my appreciation and love for New York City. The ESB is such an iconic landmark, and it's cool to say that I work at the same place featured in some of my favorite movies, like Sleepless in Seattle.

Photo by Jonathan King

LOOKING AHEAD: In the future, I hope to become a red carpet correspondent and build a career like Amelia Dimoldenberg of Chicken Shop Date. I love entertainment media, and a job that draws on my passion for journalism, popular culture, and social media would give me the best of all worlds.

SITCOM INSPO: I'd like to think I'm currently living out my iCarly dreams. As someone who grew up in what I call the "Buzzfeed Generation," I've always loved social media and the way it serves as a powerful tool for human connection and storytelling. I obsessively binged iCarly along with my favorite YouTube video series and hoped to one day be on camera and produce my own videos. My studies at NYU in multimedia journalism and my role at ESRT have made that dream come true.