Digital Streaming
DSP pitch architecture for Spotify, Apple Music and YouTube. Editorial outreach across Africa, MENA and the diaspora; playlist-targeted metadata work; pre-save funnel.
Case Study
Nasboi × Wande Coal.
From Lagos studios to a global Afrobeats moment. UMBRELLA shipped under TMMA Black with paid media, DSP positioning, press and creator partnerships running on one calendar.
UMBRELLA
Nasboi feat. Wande Coal
/01 The Brief
An Afrobeats record built for global rotation.
Eminent Transglobal Sound Records came to TMMA Black ahead of the release of UMBRELLA, Nasboi’s collaboration with Afrobeats heavyweight Wande Coal. The single had the ingredients of a regional moment in Nigeria, but the goal was bigger: cross over to the global Afrobeats audience, hold position across DSP playlists for months, and convert listeners into long-term fans.
The campaign covered the pre-release pre-save phase, launch week, and the multi-territory post-release tail. Paid media, creator partnerships and editorial pitching all ran on one rollout calendar. Confidential post-launch data was shared back to the label weekly.
The follow-up release with the same label, Friday Night, ran as a second engagement and is documented as a separate case study.
UMBRELLA
/03 The Work
Five disciplines, one choreographed rollout.
Paid Media
Multi-platform paid campaigns across Meta, TikTok, YouTube and Snap. Creative testing on hook-led short form. Audience modelling tuned to listener-economics, not vanity reach.
Influencer & Creator
Curated creator partnerships across Lagos, London, Houston and Toronto. Hook-driven UGC briefs that played natively to the song’s biggest moments.
Press & Media
Editorial features secured across African and global outlets. Industry trade pickup. Single-page narrative that travelled cleanly between markets and formats.
Radio & Podcast
FM rotation across key Afrobeats markets, plus tastemaker digital radio and podcast features tied to drop week. Sustained spins through the post-release tail.
/04 Results
Huge numbers across DSPs, in the label’s own words.
0M+
Streams on Spotify · UMBRELLA
0K+
Views on YouTube
0M+
Streams across all platforms
0K+
Social media followers gained
- Editorial Spotify & Apple Music playlists
- Charts Top Nigerian DSP charts
- Reach 8+ markets activated
- Trustpilot 5.0 ★ from the label
“Partnering with TMMA for the release of UMBRELLA by Nasboi ft. Wande Coal is one of the PR choices we’ve made as a brand that we are proud of. The digital ads were very effective as we saw huge numbers across our DSPs.”
Wisdom John
Founder & CEO · Eminent Transglobal Sound Records
Read on
↗
Watch
Patrick · Marketing Director
“An inspiring journey with TMMA — result-oriented, from Meta to YouTube to iTunes to Spotify.”
/06 Anatomy
How the campaign moved.
-
T − 6w
Positioning & pre-save
Positioning lock, asset matrix, pre-save links, story-arc primed across socials. Editorial outreach opens.
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T − 2w
Creator seed
Hook-led briefs to selected creators across Lagos, London, Houston, Toronto. UGC starts cascading 7 days out.
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Drop
Release week
Synchronized DSP push, paid media live across Meta · TikTok · YouTube · Snap. Radio rotation kicks in. Press articles publish.
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T + 2w
Compound
Algorithmic placements (Discover Weekly · Release Radar · Autoplay) take over. Paid media reshapes around best-performing creative.
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T + 8w
Tail & renewal
Post-release tail measured. Catalog-level metadata refreshes. Final report delivered to the label.
/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 by territory.
Apply to view ↗
NDA
Paid Media Report
Meta, TikTok, YouTube, Snap. Spend, ROAS, creator-led conversion data.
Apply to view ↗
NDA
Creator & Press Impact
Tier-one placements, creator UGC volume, share of voice across markets.
Apply to view ↗
NDA
Audience Demographics
Geo distribution across Africa and the diaspora, age splits, fan personas.
Apply to view ↗Reports are shared with verified prospective partners only. Apply to receive the deck.
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