Post by Otolorin Olabode

It’s been an amazing three weeks since we put out Ayra Starr’s Tornado, in what I’ll proudly say is one of the best marketing campaign for an Afrobeats release this year. Kicking off with a surprise takeover at a sold out Zsongo Club in Koko London, the primary objective was to mine moments from Ayra Starr’s takeover including her donning the hear gear, performing the song and also her introducing Tiwa Savage to the set. From past campaigns, where we often saw that artists performance at shows and concerts are one of the most engaging content assets, the Zsongo club performance did create a horde of seedable clips that drew a lot of talking points in Nigeria and the UK. A key goal for us was to schedule these performances and moments within the same timeline leading towards the release. As such, back to back moments spawned from multiple events. A pop up at Boiler Room. Her very first TinyDesk appearance. Her episode with Chinasa Anukam on Is This Seat Taken. All creating multiple conversations, day-on-day visibility and ultimately a digital overwhelm. Tornado opened up to impressive numbers, registering a strong first week performance, a personal best for an Ayra Starr song this year. With over 700K  videos so far on TikTok, we can all agree it’s a viral song. Glad to have project managed this campaign with the ever supportive Natasha Bello and with vital contributions from the team. Thanks to all our partners and big shout out to Nkasiobi Chukwu, Isaiah Michael, Okoli Nzube, Temitope Agbeyo, Olusola Adenusi, Mayokun Fatosin and Oluwafolajimi Ademola Odusina. Starrgirl season is upon us! #Afrobeats #MusicMarketing