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TikTok wanted proof that it could build careers, not just moments. Three emerging Asian artists. Near-zero mainstream profile. One live campaign to change that.

#GimmeTheMic was designed as a stage, not a content slot. Each artist performed live; the campaign amplified in real time. The audience grew alongside them — discovery and fandom happening simultaneously, compressed into a single activation window.

All three artists crossed thresholds that typically take a year of label spend. Monthly listeners grew from 4,000 to over 100,000. TikTok's bet on live as a launchpad was validated at scale.

Groover wanted to move beyond being a tool — to become a tastemaker. Since 2021, the program has supported more than 500 artists through 2,000+ 1:1 coaching sessions, combining strategic guidance with hands-on release execution.

Every collaboration started with a long-term roadmap — positioning, catalogue, release timelines — then moved into execution: metadata, editorial pitching, Smartlinks, paid media planning, and introductions to distributors and labels when the moment was right.

250+ artists have secured publishing or distribution deals after coaching, and accompanied artists generated 1.5M+ streams in 2023 alone. Independent artists don't just need promotion — they need structure.

No audience. No existing footprint. Launching "RIDE" from scratch meant creating the strongest possible release signals in the first weeks, before any algorithm had a reason to notice.

Pre-saves concentrated listening activity from day one. TikTok became the testing ground for hooks and formats — winning concepts were scaled through paid media and creator content, while YouTube reinforced exposure across touchpoints.

20 days in: 20,000+ streams, 15,000 monthly listeners, 150+ playlist adds. Good music is the foundation — a structured release system is what turns it into momentum.

MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.

46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.

21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.

Fragrance marketing lives and dies by desire. Gucci wanted the Guilty Elixir launch to feel like culture, not advertising. A$AP Rocky was not a spokesperson — he was the world.

We designed an interactive mobile experience that placed users inside Rocky's world rather than presenting the campaign at them. Exploration was rewarded. Discovery was layered. Brand immersion replaced brand exposure, and it ran entirely in-browser — no friction, no download barrier.

The activation generated record engagement across markets and measurable in-store footfall uplift. More importantly, it generated the kind of earned attention that paid media cannot manufacture. The campaign moved people — from screen to store, from awareness to want.

TikTok wanted proof that it could build careers, not just moments. Three emerging Asian artists. Near-zero mainstream profile. One live campaign to change that.

#GimmeTheMic was designed as a stage, not a content slot. Each artist performed live; the campaign amplified in real time. The audience grew alongside them — discovery and fandom happening simultaneously, compressed into a single activation window.

All three artists crossed thresholds that typically take a year of label spend. Monthly listeners grew from 4,000 to over 100,000. TikTok's bet on live as a launchpad was validated at scale.

Groover wanted to move beyond being a tool — to become a tastemaker. Since 2021, the program has supported more than 500 artists through 2,000+ 1:1 coaching sessions, combining strategic guidance with hands-on release execution.

Every collaboration started with a long-term roadmap — positioning, catalogue, release timelines — then moved into execution: metadata, editorial pitching, Smartlinks, paid media planning, and introductions to distributors and labels when the moment was right.

250+ artists have secured publishing or distribution deals after coaching, and accompanied artists generated 1.5M+ streams in 2023 alone. Independent artists don't just need promotion — they need structure.

No audience. No existing footprint. Launching "RIDE" from scratch meant creating the strongest possible release signals in the first weeks, before any algorithm had a reason to notice.

Pre-saves concentrated listening activity from day one. TikTok became the testing ground for hooks and formats — winning concepts were scaled through paid media and creator content, while YouTube reinforced exposure across touchpoints.

20 days in: 20,000+ streams, 15,000 monthly listeners, 150+ playlist adds. Good music is the foundation — a structured release system is what turns it into momentum.

MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.

46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.

21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.

Fragrance marketing lives and dies by desire. Gucci wanted the Guilty Elixir launch to feel like culture, not advertising. A$AP Rocky was not a spokesperson — he was the world.

We designed an interactive mobile experience that placed users inside Rocky's world rather than presenting the campaign at them. Exploration was rewarded. Discovery was layered. Brand immersion replaced brand exposure, and it ran entirely in-browser — no friction, no download barrier.

The activation generated record engagement across markets and measurable in-store footfall uplift. More importantly, it generated the kind of earned attention that paid media cannot manufacture. The campaign moved people — from screen to store, from awareness to want.

TikTok wanted proof that it could build careers, not just moments. Three emerging Asian artists. Near-zero mainstream profile. One live campaign to change that.

#GimmeTheMic was designed as a stage, not a content slot. Each artist performed live; the campaign amplified in real time. The audience grew alongside them — discovery and fandom happening simultaneously, compressed into a single activation window.

All three artists crossed thresholds that typically take a year of label spend. Monthly listeners grew from 4,000 to over 100,000. TikTok's bet on live as a launchpad was validated at scale.

Groover wanted to move beyond being a tool — to become a tastemaker. Since 2021, the program has supported more than 500 artists through 2,000+ 1:1 coaching sessions, combining strategic guidance with hands-on release execution.

Every collaboration started with a long-term roadmap — positioning, catalogue, release timelines — then moved into execution: metadata, editorial pitching, Smartlinks, paid media planning, and introductions to distributors and labels when the moment was right.

250+ artists have secured publishing or distribution deals after coaching, and accompanied artists generated 1.5M+ streams in 2023 alone. Independent artists don't just need promotion — they need structure.

No audience. No existing footprint. Launching "RIDE" from scratch meant creating the strongest possible release signals in the first weeks, before any algorithm had a reason to notice.

Pre-saves concentrated listening activity from day one. TikTok became the testing ground for hooks and formats — winning concepts were scaled through paid media and creator content, while YouTube reinforced exposure across touchpoints.

20 days in: 20,000+ streams, 15,000 monthly listeners, 150+ playlist adds. Good music is the foundation — a structured release system is what turns it into momentum.

MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.

46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.

21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.

Fragrance marketing lives and dies by desire. Gucci wanted the Guilty Elixir launch to feel like culture, not advertising. A$AP Rocky was not a spokesperson — he was the world.

We designed an interactive mobile experience that placed users inside Rocky's world rather than presenting the campaign at them. Exploration was rewarded. Discovery was layered. Brand immersion replaced brand exposure, and it ran entirely in-browser — no friction, no download barrier.

The activation generated record engagement across markets and measurable in-store footfall uplift. More importantly, it generated the kind of earned attention that paid media cannot manufacture. The campaign moved people — from screen to store, from awareness to want.

TikTok wanted proof that it could build careers, not just moments. Three emerging Asian artists. Near-zero mainstream profile. One live campaign to change that.

#GimmeTheMic was designed as a stage, not a content slot. Each artist performed live; the campaign amplified in real time. The audience grew alongside them — discovery and fandom happening simultaneously, compressed into a single activation window.

All three artists crossed thresholds that typically take a year of label spend. Monthly listeners grew from 4,000 to over 100,000. TikTok's bet on live as a launchpad was validated at scale.

Groover wanted to move beyond being a tool — to become a tastemaker. Since 2021, the program has supported more than 500 artists through 2,000+ 1:1 coaching sessions, combining strategic guidance with hands-on release execution.

Every collaboration started with a long-term roadmap — positioning, catalogue, release timelines — then moved into execution: metadata, editorial pitching, Smartlinks, paid media planning, and introductions to distributors and labels when the moment was right.

250+ artists have secured publishing or distribution deals after coaching, and accompanied artists generated 1.5M+ streams in 2023 alone. Independent artists don't just need promotion — they need structure.

No audience. No existing footprint. Launching "RIDE" from scratch meant creating the strongest possible release signals in the first weeks, before any algorithm had a reason to notice.

Pre-saves concentrated listening activity from day one. TikTok became the testing ground for hooks and formats — winning concepts were scaled through paid media and creator content, while YouTube reinforced exposure across touchpoints.

20 days in: 20,000+ streams, 15,000 monthly listeners, 150+ playlist adds. Good music is the foundation — a structured release system is what turns it into momentum.

MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.

46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.

21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.

Fragrance marketing lives and dies by desire. Gucci wanted the Guilty Elixir launch to feel like culture, not advertising. A$AP Rocky was not a spokesperson — he was the world.

We designed an interactive mobile experience that placed users inside Rocky's world rather than presenting the campaign at them. Exploration was rewarded. Discovery was layered. Brand immersion replaced brand exposure, and it ran entirely in-browser — no friction, no download barrier.

The activation generated record engagement across markets and measurable in-store footfall uplift. More importantly, it generated the kind of earned attention that paid media cannot manufacture. The campaign moved people — from screen to store, from awareness to want.

TikTok wanted proof that it could build careers, not just moments. Three emerging Asian artists. Near-zero mainstream profile. One live campaign to change that.

#GimmeTheMic was designed as a stage, not a content slot. Each artist performed live; the campaign amplified in real time. The audience grew alongside them — discovery and fandom happening simultaneously, compressed into a single activation window.

All three artists crossed thresholds that typically take a year of label spend. Monthly listeners grew from 4,000 to over 100,000. TikTok's bet on live as a launchpad was validated at scale.

Groover wanted to move beyond being a tool — to become a tastemaker. Since 2021, the program has supported more than 500 artists through 2,000+ 1:1 coaching sessions, combining strategic guidance with hands-on release execution.

Every collaboration started with a long-term roadmap — positioning, catalogue, release timelines — then moved into execution: metadata, editorial pitching, Smartlinks, paid media planning, and introductions to distributors and labels when the moment was right.

250+ artists have secured publishing or distribution deals after coaching, and accompanied artists generated 1.5M+ streams in 2023 alone. Independent artists don't just need promotion — they need structure.

No audience. No existing footprint. Launching "RIDE" from scratch meant creating the strongest possible release signals in the first weeks, before any algorithm had a reason to notice.

Pre-saves concentrated listening activity from day one. TikTok became the testing ground for hooks and formats — winning concepts were scaled through paid media and creator content, while YouTube reinforced exposure across touchpoints.

20 days in: 20,000+ streams, 15,000 monthly listeners, 150+ playlist adds. Good music is the foundation — a structured release system is what turns it into momentum.

MAC Cosmetics wanted the Powder Kiss launch to feel like culture, not advertising — replacing print and in-store visibility alone with a digital-first, creator-led strategy built for content, not just attendance.

46 curated creators produced 330+ pieces of content across Reels, Stories, TikTok and Shorts. Rather than imposing rigid guidelines, creators shaped the ideation — budget shifted continuously toward whatever format proved it could convert.

21% month-over-month growth in lipstick sales. 75,000 visits driven to product pages. The framework was adopted by MAC Cosmetics for future global launches — the clearest signal that participation beats advertising.

Fragrance marketing lives and dies by desire. Gucci wanted the Guilty Elixir launch to feel like culture, not advertising. A$AP Rocky was not a spokesperson — he was the world.

We designed an interactive mobile experience that placed users inside Rocky's world rather than presenting the campaign at them. Exploration was rewarded. Discovery was layered. Brand immersion replaced brand exposure, and it ran entirely in-browser — no friction, no download barrier.

The activation generated record engagement across markets and measurable in-store footfall uplift. More importantly, it generated the kind of earned attention that paid media cannot manufacture. The campaign moved people — from screen to store, from awareness to want.