Swelly Single Release

A CT artist gains momentum with single release, connecting with you in his hometown of Willimantic, CT, and attending Super Bowl LIV weekend.

Goal & Objectives

  • Bring awareness to Swelly's single and music video for "Better Days" ft. Flipp Dinero (a multi-platinum artist signed to We The Best Music Group/Cinematic Music Group)

  • Position Swelly's brand story with timely news trends in print, broadcast and online media platforms

  • Create opportunities for Swelly's brand to reach new audiences through lifestyle influencers, cross-marketing, on-site visits and more

BRVC Approach

Swelly is a native of New York's Washington Heights who developed a love of music and hip-hop culture from his artistic peers, as well as the inspiration that came from living in Dyckman. When he moved to Willimantic, Connecticut at 17, he began to focus on improving his song-writing skills, as well as grow his network of supporters. His music became rooted in in his coined saying "Tryna Get Right," a motto which represents the daily perseverance, built from the rough upbringing he and his loved ones faced.

Within a 3-month campaign, we used an integrated branding, marketing and public relations plan to share Swelly's story that's heard in his music, with the masses. We accomplished this by using his single release as an opportunity to gain interest from media platforms as well as a chance to connect his artistry and community-initiative, Tryna Get Right, to youth in Willimantic.

Overview of Scope of Work

  • Identify Swelly's core values and mission in order to create a compelling narrative that could be shared on brand assets as well as in marketing and visibility opportunities

  • Produced PR assets (i.e. press kits and one sheets)

  • Produced press releases and media alerts

  • Consulted on social & digital strategy; as well as media training

  • Conducted outreach and follow-ups with traditional and non-traditional media platforms; as well as for speaking engagements and appearances

Impactful Results & Milestones

  • Earned brand visibility through 10 local, regional & national media outlets--which garnered an estimated 8,000,000+ impressions

  • 90% of the news coverage was earned media

  • 50% of the news coverage introduced elements of Swelly's story to their viewers via an interview or profile story (instead of only posting his song/music video)

  • Premiered the "Better Days" music video on WorldStarHipHop.com--which garnered over 1,000,000 views in less than 48 hours

  • Facilitated relationships with influential media & content platforms

  • Made an appearance and spent the day with Windham Regional Community Council's Youth Program in Connecticut

  • Signed to Equity Distribution (an entity of Roc Nation)

After our 3-month campaign, we continued our collaboration and coordinated Swelly to take on Super Bowl LIV weekend in Miami, Florida. While there, he attend Boom Cups' Celebrity Basketball game and Miami Super Bowl LIVExperience Rooftop Concert featuring national recording artist and Love and Hip Hop Star, Trina. We also maximized the experience by arranging traditional and non-traditional media opportunities.

Project Gallery