Having only set up a TikTok account in November 2020, PinkPantheress became one of the hottest artists in just under a year. PinkPantheress used TikTok in a unique way from the very start of her artist career – writing songs as 30-second-to-one-minute soundbites and then only going on to complete a track if she saw an encouraging reaction.
Celebrities, influencers and artists alike all used PinkPantheress’s tracks as the soundbed to their social content. Her first track, ‘Break It Off’ saw half a million global audio streams within four months, all without any editorial support, and it entered the Shazam charts in both the UK and US.
As a result, PinkPantheress’s entire Spotify catalogue saw an incredible jump in streaming growth: her listeners were interested in her as an artist, not just one track. Her entire back catalogue could be consumed and digested by fans in less than 10 minutes – ideal in a world where audiences have short attention spans.
That was quickly overshadowed by the massive hit, ‘Just For Me’.
A 20-second snippet of the track on TikTok hit over 5.5m views and half a million creations in 24 hours, entering the Shazam UK Top 200 at #61 a week before release. Two unofficial third-party channel lyric videos trended in the YouTube chart top 30.
PinkPantheress has always wanted to maintain an air of mystery – so much so that BBC Radio 1 started a “Who is PinkPantheress?” Campaign. We quickly had to get creative with how we were going to market this track “untraditionally”.
We began by plastering “mystery” stencils and stickers all over London. We grew our outdoor campaign and began to stencil her new logo and imagery from the mixtape. Fans found the art and shared it – wondering when the mixtape was going to drop.
Another challenge was that every media partner in the UK wanted access to an artist adamant on privacy.
We tackled this by welcoming everyone into the world and mind of PinkPantheress through an immersive experience which brought to life the mysterious world in her mixtape artwork, including an old haunted house, a wilted flower garden, a Care Bear room, a banquet and much more.
Both ‘Just For Me’ and ‘Pain’ scored PinkPantheress her first and second ever UK OCC top 40 chart positions, peaking at #27 and #35. UK rapper Central Cee’s remix of ‘Just For Me’ hit the top 3 in the OCC singles chart.
In three months her social following has grown by over 1.5m combined followers, including over 560k on TikTok, 500k on Spotify and 250k on YouTube.
Secured positions in two of Spotify’s biggest playlists, Hot Hits UK and Today’s Top Hits, as well as the cover of their New Music billboard in Times Square. Her debut mixtape has over 300m streams since release.
The UK radio picture was also incredibly strong with A-List additions across BBC Radio 1, Kiss and Capital.
The support throughout the past year was more than we could have hoped for a new artist: chosen as Spotify’s global Radar artist and TikTok’s Breakout Track of the Summer (‘Just For Me’) – and over 80% of streams continue to be organic.
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