The Production:
We produced the track alongside John Young and Reuben Cainer, then organized the collaboration with Mick Jenkins. Additionally, the 19th & 7th art department, headed by Paul Motisi, conceptualized and animated the music video.
The Strategy:
The algorithmic side and the human side, working the same track at the same time.
We put the collaboration together with Mick Jenkins, then produced the track alongside John Young and Reuben Cainer. The music video was ours too, concepted and animated in house.
From there it ran on four fronts at once.
The Approach:
On Spotify, conversion advertising campaigns drove in-platform recommendations while we pitched to independent playlist curators. On YouTube, Google ads targeted the audiences most likely to convert into repeat listeners rather than generating one-time views. Radio covered college, specialty, and Triple A programming, with a full press campaign running alongside all of it.
The Results:
14 million streams on Spotify and counting, 50,000 views on YouTube, over 15,000 followers gained across platforms, and a top 5 most added record at college radio. The track took on a life of its own on TikTok, with fans dancing to it, reposting it, and building their own content around it. A first-person piece in Talkhouse covered the making of the track, and it landed in-store rotation at Adidas locations worldwide. Multiple record label and booking agency offers followed, along with a major festival slot and a headlining tour.
