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Case Study

Heavy On It.

Maithili Raelle joined by Kyle Richh on Heavy On It. A two-month Spotify Ads Studio campaign with one explicit goal: clear 60,000 streams. The campaign closed at 380,000, exceeding target by 533%.

GenrePop R&B · Rap
BasedNew York
TrackHeavy On It
Window2 months
StatusConcluded
Maithili Raelle x Kyle Richh — Heavy On It
HEAVY ON IT Maithili Raelle · Kyle Richh
/01 The Brief

One platform, one target.

Maithili Raelle and Kyle Richh joined forces on Heavy On It, a track that blends rap, R&B and hip-hop into a rhythm-driven, charismatic record built for repeat listens. For this release, Maithili and her team identified Spotify as the highest-leverage platform: vast reach, mature ad targeting, and a direct path from a 30-second audio impression to a real stream.

The brief came in tightly scoped. One platform. One creative format. One goal: 60,000 streams in two months. Every other discipline ran in support of that single objective.

Maithili Raelle
Maithili Raelle
Heavy On It cover art Stream Heavy On It
/02 The Song

Heavy On It.

Maithili Raelle · Kyle Richh

Pop R&B Rap New York

A pop R&B record with rap edge. Charismatic, rhythm-driven, designed to hold attention from the first eight seconds onward.

Watch on YouTube Artist website
/03 The Work

Spotify Ads Studio, tightly targeted.

01

Similar Artist Targeting

Ads aimed at listeners of Teyana Taylor, Princess Nokia, Saweetie, A$AP Ferg and Doja Cat. The overlap window was precise: same tempo language, same rhythm vocabulary, same emotional palette as Heavy On It.

02

Geographic Focus · USA

U.S. market concentration aligned with the genre’s strongest engagement data. Inside the country, the model favoured east-coast and west-coast urban clusters where the artist’s audience sits densest.

03

Audio Ad Creative

30-second snippet of Heavy On It built from the song’s strongest hook moment. Paired with a high-contrast visual and an immediate stream CTA so the ad-to-listen path closed in one tap.

/04 Results

Goal cleared by 533%.

0K Stream goal · 2 months
0K Monthly listeners reached
0K Streams delivered · Heavy On It
0% Above original goal
/05 Anatomy

How the two months moved.

  1. Day 01

    Spotify Ads Studio live

    Campaign architecture set. Similar-artist audiences built around Teyana Taylor, Princess Nokia, Saweetie, A$AP Ferg, Doja Cat. First creative variants ship.

  2. Day 14

    First read

    Best-performing creative identified. Underperforming audiences pruned. Spend reallocated to the winning two creatives and three audience clusters.

  3. Day 30

    Spotify report milestone

    30-day report shows the campaign already on track to clear the 60K target before the halfway mark. Spend held steady to maximise the second-month tail.

  4. Day 60

    Goal cleared, multiple times over

    Campaign closes at 380,000 streams. 30,000 monthly listeners on Maithili’s profile. Final report and learnings handed to the artist team.

/06 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
/01 8 pages

Spotify Ads Performance

Stream curve, save velocity, listener retention by audience cluster.

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NDA
/02 6 pages

Creative Test Results

Variant-by-variant CTR, completion rate, and cost-per-stream breakdown.

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NDA
/03 7 pages

Audience Overlap

Similar-artist cluster performance: Teyana Taylor, Saweetie, Doja Cat, et al.

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NDA
/04 9 pages

Geographic Performance

City-level US clusters, metro-area heat maps, second-cycle recommendations.

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Reports are shared with verified prospective partners only. Apply to receive the deck.

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