The band posted a clip of an unreleased demo on TikTok and it got some great pickup on the FYP before having a life of its own, with over 2.5m views and over 200k in likes in the first 24 hours.

Over the next 48 hours, we rushed to have the band finish the song while posting multiple follow-up clips using the original sound from the original post.

Within 10 days, we got the song out on DSPs and received the largest editorial support from partners in the history of the band. With over 20 New Music Fridays worldwide and a combined 30 Spotify playlists, Top 10 placement on New Music Daily, A-List Pop and three main page sliders on Apple and Top 20 placement across three key YouTube Music playlists – the band covered over 1.5m streams in its first week in market.

We received the #2 playlist spot on the US and Canada Pop Playlist on TikTok which drove 200 new UGC videos daily before we started our influencer campaign. Our influencer strategy focused on driving a UGC base of over 3m new song views before driving specific creative trends – resulting in an additional 1.5k in new UGC. We finally worked with TikTok creator @Bowmanizer to amplify the song via TikTok but also have him star in our official music video which became the most-watched video in the first 48 hours for the band.

Lastly, we built out digital tools to help continue engagement for our core fans. We created retro stickers, and an Instagram lens that matched the music video while creating a website called www.like1999.com. The website brought our fans into the past by way of a teenage desktop from ’99. Included with all sorts of bells and whistles from that time but overlaid with the current Spotify API – the fans were in the streaming era before it even began.