LONR | Creative Music Marketing on TikTok
For the young artist Lonr’s “A.M,” we were tasked with devising a skit challenge that would resonate with audiences on TikTok, whose active user base has grown to a whopping 500 million since its inception in late 2016.
We methodically selected a group of target influencers whose postings would be prepared and distributed from the track’s outset. In alluding to the song, the influencers were instructed to create skits referencing their morning routines. On top of that, we selected a 15-second snippet from the song that we felt could elicit a potential viral reaction from audiences on the platform when paired with the skits.
KEYS TO SUCCESS
Through a cohesive and well-coordinated posting schedule, we were able to touch markets ranging from the US/Canada to Europe, Latin America, and China. To date, more than 2.4 million videos have been created on the app using the song. The success on TikTok directly translated to streaming platforms like Spotify, with the track reaching the “Global Viral Top 50” and surpassing 9 million streams.