Oscar Zia is a Swedish pop singer/ songwriter, radio and TV host, and actor. After eight years at a major label, this was his first project as an independent artist (released via The Orchard Artist Services). The goal for this release run was to increase awareness of his music career through fun and engaging campaigns. We saw great potential in building his presence on TikTok, which has been an overall focus throughout the release run.

‘Vill ha dig nu’ is about releasing himself from obsessive thoughts about an ex, stating that “he can quit whenever he wants” (“Jag kan sluta när jag vill”), which was the foundation for this campaign. We wanted to encourage fans and creators to quit a bad habit together with Oscar as their new year’s resolution.

On 1st January, we launched a website where you could go in every day to check whether or not Oscar had managed to stay away from his bad habit the day before. It had a simple “yes” or “no” answer whether he made it or not, a graph highlighting his journey together with a photo of the day and a link to buy exclusive “Jag kan sluta när jag vill” merch.

Oscar shared his ups and downs through videos on TikTok under the hashtag #slutanarjagvill, and encouraged others to do the same together with the “Vill ha dig nu” sound. TikTok supported the campaign with an official challenge page, banners on the platform both for the hashtag and the song and listed the track on their Nordics hot 40 playlist. This was one of the first music campaigns they did in the Nordics.

He shared about the campaign across his social channels to increase awareness of the song and the campaign as well as to migrate followers to his TikTok account.

This past year we have released a total of four singles, all carefully planned around Oscar’s many appearances on TV and radio. When releasing ‘Då tror du fel’ in April, Oscar did an acoustic version of the track on the Swedish TV show Benjamin’s, he got such good feedback that he released an acoustic version as the B-side of the already released single.