In brief
Start in Lagos, then London and Houston: that is where the artist's audience is strongest among your cities.
Aim the campaign at people aged 34 and under, as planned.
Open the shows with Sade Rhythm, who rank highest with this audience in Houston.
Judged onSave rate and stream completionNo target set. Give your own number in the chat.
CallsRisky1Avoid2Dates, territories and partners.
Sized forindependent budgetFrom your brief.
Positioning
Hook
- Lead with the sound: afrobeats.
Comps
- Pitch the artist to press, playlists and promoters in the company of Ada Lux and Kola Wave.
Matched in Qloo: Ada Lux, Kola Wave.
Audience
Who they are
- The core audience is people 24 and under, then 25 to 29.
Houston
- In Houston they also watch Midnight Harbor, Eko Nights and Harbor Precinct.
Lagos
- In Lagos they also watch Midnight Harbor, Eko Nights and Harbor Precinct.
London
- In London they also watch Midnight Harbor, Eko Nights and Harbor Precinct.
Houston
- In Houston they also play Sade Rhythm.
Lagos
- In Lagos they also play Sade Rhythm.
London
- In London they also play Sade Rhythm.
Cities
Lagos
- Plan Lagos as a solid market: book it selectively and grow it with local press and campus events.
London
- Plan London as a smaller market: keep the date small and lean on creators and community.
Houston
- Plan Houston as a smaller market: keep the date small and lean on creators and community.
Worth a look
Manchester ranks above Houston for this audience. Weigh it beside your cities, not instead of them.
- Limit
- The audience data says people like this are there. It does not say the market will sell, so check how you would reach them in Manchester before you move any of your plan.
- First test
- Run one small test in Manchester: the creative you already have, on your lead channel, with a fixed budget, before you change anything else.
- Measure
- Judge it on Save rate and stream completion in Manchester, against Houston.
To try it in the plan, ask “What if we add Manchester?”
Partnerships
Brands
- Brands: Night Market Cola and Lagoon Mobile in Lagos.
- Brands: Night Market Cola and Lagoon Mobile in London.
Press and playlists
Podcasts
- Pitch the artist to Late Signal, Crime Junkie and The Joe Rogan Experience.
Press
- Send the record to critics, radio and playlist editors four weeks before release, with a short note on the story.
Community and grassroots
Houston
- Run a campus listening session or a short set with Gulf Coast University in Houston.
Lagos
- Run a campus listening session or a short set with Lagoon City University in Lagos.
- Give community partners an early listen and a share-ready clip.
Tour route
- Keep your order: it already opens with the cities where the audience is strongest.
Support acts
Houston
- In Houston, approach Sade Rhythm to open.
Lagos
- In Lagos, approach Sade Rhythm to open.
London
- In London, approach Sade Rhythm to open.
Sync and placement
Series
- Pitch the music to the music supervisors behind Midnight Harbor and Eko Nights in Houston.
- Pitch the music to the music supervisors behind Midnight Harbor and Eko Nights in Lagos.
- Pitch the music to the music supervisors behind Midnight Harbor and Eko Nights in London.
Channels
Lagos
- Lead on Instagram, TikTok and YouTube.
London
- Lead on TikTok, Instagram and YouTube.
Houston
- Lead on TikTok, Instagram and YouTube.
Creative briefs
Hook options
- Hook one: open on the strongest image of Night Songs in the first two seconds.
- Hook two: open on the question this release answers, as text on screen over the first shot.
- Hook three: open on Lagos itself, with the name on screen.
Key art brief
- Key art brief: one image, the title Night Songs and at most one line of text. Say what the image must show, what to avoid and where it will be seen, then hand it to a designer. Oraqul writes the brief; a person makes the art.
Content calendar
Lagos
| When | What to post | Asset | Lead channel | Posts |
|---|---|---|---|---|
| T-3 | Open the pre-save at least three weeks before release and put the link in every post. | pre-save link | No number given | |
| T-3 to T-1 | Post short teasers of 10 to 30 seconds, at least three a week. | teaser, 10 to 30 seconds | At least 3 a week | |
| Launch week | Post on release day: the song, the link and the story behind it. | As the step says | No number given | |
| T+1 to T+3 | Keep posting for two to three weeks after release, with a new angle each time. | As the step says | No number given |
London
| When | What to post | Asset | Lead channel | Posts |
|---|---|---|---|---|
| T-3 | Open the pre-save at least three weeks before release and put the link in every post. | pre-save link | TikTok | No number given |
| T-3 to T-1 | Post short teasers of 10 to 30 seconds, at least three a week. | teaser, 10 to 30 seconds | TikTok | At least 3 a week |
| Launch week | Post on release day: the song, the link and the story behind it. | As the step says | TikTok | No number given |
| T+1 to T+3 | Keep posting for two to three weeks after release, with a new angle each time. | As the step says | TikTok | No number given |
Houston
| When | What to post | Asset | Lead channel | Posts |
|---|---|---|---|---|
| T-3 | Open the pre-save at least three weeks before release and put the link in every post. | pre-save link | TikTok | No number given |
| T-3 to T-1 | Post short teasers of 10 to 30 seconds, at least three a week. | teaser, 10 to 30 seconds | TikTok | At least 3 a week |
| Launch week | Post on release day: the song, the link and the story behind it. | As the step says | TikTok | No number given |
| T+1 to T+3 | Keep posting for two to three weeks after release, with a new angle each time. | As the step says | TikTok | No number given |
- This calendar follows blog-level guidance, one source for each point. Treat it as direction, not a measured result.
Paid ads
- Put about 80 percent of paid spend behind creative that has already worked, and about 20 percent into testing new creative.
- Run three to five ads in each ad group.
- Judge a winner by its conversion count, not by how many days it has run.
Timeline
- T-8: Deliver the release to the distributor with artwork and metadata, and pitch the playlists the platform allows.
- T-8 to T-6: Start short-video teasers: the hook, the lyric and the story behind the song, three to five a week.
- T-6: Open the pre-save link and put it in every post.
- T-4 to T-3: Send the song to press, radio and the playlist curators on the shortlist.
- T-2: Release the video or visualizer and the creator challenge or sound page.
- Launch week: Release, and go live on the lead short-video platform the same day.
- T+1 to T+4: Post a new angle every few days, answer comments, and move spend to the cities where saves and completion are ahead.
Budget split
- A starting split of the marketing budget, as shares: adjust it with your label or booking agent, and move money first to the cities with the strongest ticket sales.
- Paid media and playlist placement: 35%.
- Publicity, press and radio: 15%.
- Live dates and tour support: 20%.
- Creative (video, artwork, content): 15%.
- Partnerships and sync pitching: 5%.
- Contingency: 10%.
What to measure
- Judge this plan on one signal: save rate and stream completion.
- No target is set. Give your own number, such as “target 10,000”, and the plan will carry it.
- Read it day 7 and day 28.
- Followers, Views, Playlist adds are secondary: track them, but do not judge the plan on them.
Risks
- Houston may sell softer than your other cities: keep the date small and lean on creators and community there.
- Lagos may sell softer than your other cities: keep the date small and lean on creators and community there.
- London may sell softer than your other cities: keep the date small and lean on creators and community there.
- A slipped release date: hold the date, and keep the first dates to the cities you can fully support.