TikTok
#GimmeTheMic

Breaking three artists in one live campaign

×25

Listener Growth

1.69M

Cece Caramel Views

1.22M

ADOO Views

The Brief

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.

Campaign Visuals