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Small Town Artist Gains Buzz for The Release of His Single Featuring an Artist Signed to DJ Khaled

A CT artist embraces his humble beginnings, grit, and desire to uplift underrepresented individuals in order to reach new audiences via his single release, connecting with youth in his hometown of Willimantic, CT, and attending Super Bowl LIV weekend.




Brand Development | Social Media & Digital Strategy (Consulting Only) | Public Relations



Here's the Sitch (aka Situation):

A native of New York’s Washington Heights, independent artist, Swelly, developed a love of music and hip-hop culture from his artistic peers, as well as growing up in Dyckman. Swelly’s music is rooted in his coined saying, “Tryna Get Right” (TGR)—a motto which represents the daily perseverance, built from the rough upbringing he and his loved ones faced. Prior to working with us, his grounded mentality and non-stop hustle granted him the opportunity to share the stage with the likes of French Montana, Lil Durk, Young Ma, and Jim Jones; and earn over a total of 1,000,000 Youtube views on music videos.

When Swelly landed a feature with DJ Khaled's We The Best Music Group label signee and multi-platinum artist, Flipp Dinero, he knew it was an opportunity to reach new fans and indoctrinate them into the TGR community.

So, we got to work!

Our Approach

  • To ensure we presented Swelly's relatable story in the most effective and authetnic way, our collaboration started with an audit of his existing brand presence online and production of an elecontric press kit as well as other pitchable materials.

  • Since Swelly had a connection to his home state, New York, as well as Willimantic, Connecticut (a place he called his 2nd home), we launched a 6-month "Better Days" regional campaign that positioned him as a rising talent who uses music as a way to create a life that's better than his circumstances.

  • To diversify the reach of Swelly's brand, we considered traditional and non-traditional visibility opportunities (i.e. Instagram takeovers, collaborating with community organizations and a celebratory event for the single)

Our Impact & Client Milestones

Within the first 3-months of our campaign, we secured 11 local and regionally recognized media placements (Estimated impressions: 1,776,188)

  • 90% of the news coverage was earned media

  • 55% of the news coverage introduced elements of Swelly's story to audiences via an interview or profile story (instead of only posting his song/music video)

  • The "Better Days" music video premiered on garnered over 1,000,000 views in less than 48 hours

  • Notable media coverage: WTNH 8 (an ABC affiliate), ItsBizKit, CT Breakthrough, Hip-Hop Vibe, 107.7fm The Edge

  • The WTNH 8 TV interview was shared on the outlet's Facebook page which garnered 858 shares, 333 likes, and 92 comments

The increased brand awareness contributed to growth on Swelly's Instagram presence, specifically:

  • 91k+ impressions

  • 16.4k engagement

  • 153 link clicks

  • 57k+ reach

Additionally, we coordinated a collaboration with Windham Regional Community Council's Youth Investment program--which strives to guide youth toward productive interests, develop a sense of self efficacy and make responsible choices and positive contributions to the community.

  • Swelly spent the day with 10+ teenagers, tending to a community garden.

  • While there, he was able to share his experiences traveling back and forth to Willimantic, and pursue a music career despite adversity

When Swelly signed to Roc Nation's independent distribution entity--Equity Distribution--a month into our collaboration, we leveraged the news to secure attendance at Super Bowl LIV weekend in Miami, Florida.

  • While there, he attend Boom Cups' Celebrity Basketball game (affiliated acts: Floyd Mayweather, Tory Lanez, Swae Lee, Trey Songz, Dj Clue, Pop Smoke and more).

  • He also attended Miami Super Bowl LIVExperience Rooftop Concert featuring national recording hip hop artist, Trina.

  • By attending both events, we secured an estimated 42,754 from impressions.

  • Notable media coverage: Round Two-The Show, Could Be You TV, Keturah The Host, Carmen Roxanne (work seen in Baller Alert, ONSITE TV and Unwritten Media) and Magazine Muzic.

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