Case Studies

A French artist with global ambitions, an English-language market to crack, and a track that worked precisely because it stayed French. The tension was the strategy.

The launch of "Damn, Dis-Moi" was built around that duality — intimacy in French, distributed at global scale. Editorial playlist seeding and fan community activation ran simultaneously, treating the release as an event with a build, not a drop with a spike.

The results held. 23 million Spotify streams in three months. But the number that mattered most was the follower conversion — 18% growth, meaning passive listeners became long-term audience. That is harder to manufacture than streams.

Electronic music with a rap feature. "Wish" featuring Trippie Redd needed to cross without getting lost between audiences. The real test was never reach — it was retention.

The Trippie Redd collaboration was the hinge. Playlist targeting was surgical: placement quality over volume, prioritizing environments where the track would be heard with attention rather than passively consumed. Context was everything.

A 32% save rate is the number that closes the argument. Industry average sits around 15–18%. The audience didn't just hear the track — they came back for it. That is the difference between a campaign and a moment that sticks.

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.

The catalogue was beloved. The problem was structural: a generation of listeners had grown up on recommendation algorithms and had never been pointed toward it. No new release, no press cycle, no obvious hook. Just the music — and the challenge of making infrastructure work for it.

We mapped the catalogue for curatorial potential: which tracks had the emotional range to travel across playlist genres, which could anchor mood-based discovery, which needed context before they could land. Pitches were built around listener experience, not credentials.

The results compound. 2.2 million monthly active listeners. A 154% increase in playlist placements. The more significant shift is structural: Manu Chao's music is now embedded in the streaming infrastructure in a way that continues to grow without campaign support.

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.