Afrobeats singer Ayra Starr released her debut album, 19 & Dangerous, in 2021 and started to build a presence outside of her home country of Nigeria, working with Mavin Records and Platoon to achieve this. Krish Kudhail (senior artist marketing manager at Platoon) and Claudia Arach (streaming lead at Platoon) explain how TikTok was prioritised as a platform, why a deluxe reissue of 19 & Dangerous gave the team new opportunities (and new material) to promote her, how the track ‘Rush’ helped break her into new markets, where data was used to get DSPs on side, how key features on other acts’ albums broadened her audience and why a domino effect is seeing her being picked up by a growing number of platforms.
The post Behind The Campaign :: Ayra Starr appeared first on Music Ally.
Source: Music ally
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