Streaming Platform Optimization
Spotify artist profile enhancement and editorial pitch architecture. YouTube content strategy with optimized metadata and thumbnail systems. Cross-platform streaming campaigns sequenced around the FIFA moment.
Case Study
Emmanuel Kelly.
From a box in a Baghdad park to the FIFA Club World Cup halftime stage. The first differently-abled performer on football’s biggest stage, alongside Coldplay — with 536M+ combined plays across DSPs in the wake of the moment.
FIFA HALFTIME
Coldplay support · 200–500M viewers
/01 The Story
From survival to global stage.
Emmanuel Kelly’s story begins with extraordinary adversity. Found as a baby in a box in a park during the Iraq War — severely injured by chemical warfare — Kelly spent his early childhood in a Baghdad orphanage before being rescued at age seven by humanitarian Moira Kelly and brought to Australia for life-saving surgeries.
That arc — from survival to global stardom — represents one of music’s most inspiring success stories. The brief for TMMA Black was unambiguous: elevate Emmanuel as both an exceptional talent and an inspirational figure, without letting the story overshadow the music. Talent first. Story second. Both heard.
Emmanuel Kelly
/02 Strategy
Talent first. Story second. Both heard.
Brand identity. We positioned Emmanuel as both an exceptional vocalist and an inspirational figure — not as a charity story with a soundtrack.
Market approach. Mainstream music platforms led the rollout; representation and meaning ran underneath, not over the top of, the music.
Content strategy. Performance content as the spine. Behind-the-scenes storytelling as the soul. Two complementary tracks running on one calendar.
/03 The Work
Three pillars, one choreographed rollout.
Media Relations & PR
Secured major placements including Billboard and Rolling Stone Australia — Song You Need to Know feature. Press materials drafted to hold the talent up first; the story carried weight without overshadowing. Strategic outreach across music and mainstream outlets.
Live Performance Strategy
Targeted high-profile, globally televised opportunities. Leveraged support slots with major artists (Coldplay) and routed the live narrative toward the FIFA Club World Cup halftime moment — the campaign’s centrepiece.
/04 The Moment
Football’s biggest stage. A first.
First differently-abled performer at FIFA halftime
200–500M global viewers in a single broadcast.
An historic representation milestone, achieved on a stage usually reserved for legacy global stars. The campaign opened doors for other differently-abled artists and set a new precedent for what mainstream music platforms can hold.
/05 Results
536M+ plays across all platforms.
0M+
Streams on Spotify · My Sky
0M+
Views on YouTube · Hello
0.56%
YouTube view rate · Request report
0M+
Plays across all platforms
/06 Press
Picked up where it mattered.
/07 Official Data Reports
Verified data, on request.
Performance numbers from this campaign are documented in four official reports. Reserved for verified partners and prospective clients, under NDA.
NDA
Spotify Performance
Stream curves, save velocity, listener clusters, retention by market.
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NDA
YouTube Analytics
View rate, watch time, traffic sources, subscriber lift, ad performance.
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NDA
Press & Media Impact
Tier-one placements, syndication, share of voice, sentiment shift.
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NDA
Audience Demographics
Geo distribution, age and gender splits, fan persona clusters, growth.
Apply to view ↗Reports are shared with verified prospective partners only. Apply to receive the deck.
/08 Takeaway
Authentic storytelling meets strategic execution.
The Emmanuel Kelly campaign demonstrates the power of strategic positioning, authentic storytelling, and targeted execution. By focusing on his exceptional talent while thoughtfully highlighting his story, TMMA Black:
- +Broke industry barriers. Secured the first differently-abled FIFA halftime performance.
- +Achieved mainstream success. 5M+ direct streams · 536M+ combined plays across platforms.
- +Generated global recognition. Major media coverage including Billboard and Rolling Stone Australia.
- +Created lasting impact. Established new representation standards in the music industry.
Authentic storytelling combined with strategic marketing can break down barriers and create unprecedented opportunities.
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