Crafting cross-over strategies to propel our Latin artists to new horizons, expanding their reach and connecting with diverse audiences
After pursuing that rhythmic essence, Myke Towers' track "LALA" has surprisingly gained popularity, featuring a captivating reggaetón beat and enchanting vocal snippet. It has climbed to the top spot on the Billboard Global Excl. U.S. chart and secured the #1 position on the Spotify Global charts.
Myke reminisces about the initial encounter with the vocal sample. "I was confident my fans would appreciate it." The playful song narrates a spontaneous dancefloor romance, with Towers acknowledging, "Ultimately, women consistently serve as a powerful muse for my music." "LALA" made a late entry into the singer-rapper's third studio album, "La Vida es Una," which was released in March.
Upon hearing this song for the first time, we instantly sensed the scent of success. With its incredibly catchy beat and Myke's distinctive style, we immediately recognized that TikTok would play a pivotal role in our strategy. Combining it with paid media efforts, we saw a tremendous opportunity to craft a potent crossover strategy for him, broadening his audience and conquering new markets. Ranked Music created an effective regional strategy, understanding the target audience and allocating investments accordingly and using data analysis to comprehend the artist's audience, presence and opportunities by territory, from creative ideation to content planning and promotion.
We developed a multi-platform campaign to amplify Myke's presence, crafting a symphony of touchpoints, each resonating with different audiences. The team tracked global and local charts daily to optimize budget allocation per territory, and simultaneously leveraged synchronization with physical events, like capitalizing on real-world events like Mike's tour in Spain.
And again, TikTok is an undeniable tool for music promotion. Employing real-time data and business intelligence tools, the team was able to grasp each territory's song dynamics, and collaborated with pertinent local creators, considering linguistic and cultural nuances.
A stanza nicely merged with a CapCut template was created and boosted through the influencer marketing campaign with macro creators that used the template for their creations. The template offered 25 different styles with unique colors and designs providing users with a variety of options to elevate their social media stories, both for organic and paid efforts. This highly demanded template has already been used by over 18710 users, making it one of the most popular choices on the video editor platform.
Myke helped a lot using the template and inviting the fans to join the trend. The artist engagement, supported by the influencer campaigns to spread out the content, fostered increased content creation and ignited momentum. Timing is pivotal in music, mirroring TikTok's algorithm. By striking a balance between content resonance and algorithm agility, we discovered the sweet spot, resulting in over 8 million video creations on the platform.
