case study: Key glock
Major-Label Debut: Building “Glockaveli” Through Digital Storytelling and Culture
With “Glockaveli”, our goal was to position Key Glock as a defining voice in hiphop—an artist evolving his sound, asserting his creative vision, and elevating his brand while staying true to the independence that built him. After years of building his career independently, his first major-label release required a rollout that felt larger than life yet authentic. I spearheaded the digital ecosystem and activations that amplified his artistry, connected him with culturally relevant audiences, and expanded his reach across social platforms. From viral influencer collaborations and creative meetups to narrative-driven content and fan-focused experiences, each activation worked together to strengthen Glock’s presence and keep him at the center of conversation.
vinyl leak
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vinyl leak *
We knew we needed a moment that would stir conversation and build early awareness before Glockaveli dropped, which led to the vinyl leak activation. We staged a leak, making it seem like Glockaveli vinyl had accidentally hit select store shelves weeks before release. Fans online were frustrated that the project had leaked—some wondering how it happened, others asking where they could find a copy—but across the board, everyone was talking.
To amplify the moment even further, we worked with a select group of credible vinyl creators to make the rollout feel authentic. Each creator teased a specific preselected track from the album, helping drive conversation around both the leak and the music itself. The activation generated over 4M views across platforms and set the tone for a fan-driven, conversation-heavy rollout that felt raw, organic, and true to Glock’s world.
influencer collaborations
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influencer collaborations *
For Glock’s first major-label release, I identified moments and creators that could push his music and personality into cultural conversation. I had Carolina native Fayb0 pull up to his North Carolina in-store, sparking a social moment that organically grew to over 600K views and was picked up by TheShadeRoomTeens.
For the She Ready video, I curated a star-studded lineup of culturally relevant talent—including Yuntie Tia Kemp, JaNa Craig from Love Island, and Tasha Smith—generating an exclusive TMZ clip ahead of release. This drove speculation, amplified engagement, and helped the single climb to #4 on YouTube’s Trending Music Videos chart.
mention prerelease, had tia engage with the song on her social platforms on tiktok live and on her tiktok feed to stir conversation around her and the song (not stir but yk)
influencer collabs
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influencer collabs *
I secured and activated collaborations between Ayra and culturally relevant creators, leveraging my knowledge of trending talent and online culture to expand her reach and strengthen her presence on social platforms. Collaborations with influencers like Nicolas Nuvan and Kkkhadim positioned her in trending spaces, highlighted her personality, and reinforced her cultural footprint across digital communities.
gaming activations
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gaming activations *
I gamified Ayra’s “Hot Body”, creating an interactive digital experience that captured fan data and extended the track’s reach. Fans engaged in new ways, conversation spread organically, and the activation extended the track’s lifespan online.
trolling activations
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trolling activations *
To spark conversation, I used parody and fan culture to create a viral moment — posting from Daily Noud that Ayra’s Hot Body video was causing iPhones to dangerously overheat. It stirred organic conversation and leaned into the fun, trolling side of X/Twitter.
@Dailystarr fan page
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@Dailystarr fan page *
I built Ayra’s largest fan page to date, growing it from 0 to over 900K followers in one year. Through targeted strategies and consistent content amplification, the fan page has became a hub for fan engagement, showcasing exclusive content and keeping audiences connected to Ayra and her music.
impact & Results
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impact & Results *
Across all touchpoints, the goal was simple — keep Ayra visible, relevant, and connected to culture. From viral influencer campaigns and high-quality short-form content to creative activations and a rapidly growing fan page, each effort contributed to a cohesive digital ecosystem. In the three months following “Hot Body”, Ayra’s owned social channels grew by over 900K followers, demonstrating the impact of the campaigns, activations, and content.
Beyond that, I also managed targeted mailers, secured key support from partners (META, TikTok, X), and tracked performance data to drive strategy. By continuously optimizing each activation, I ensured momentum carried beyond a single release, strengthening Ayra’s cultural footprint and fanbase — the kind of results that demonstrate the value of having a dedicated digital strategist on an artist’s team.