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 *
For the release of “Glockaveli”, we knew we needed a moment that would stir conversation and build early awareness before the album dropped—something that felt raw, culture-forward, and true to Glock’s world. That led to the vinyl leak activation. We staged a fake leak, making it seem like “Glockaveli” vinyl had accidentally hit select store shelves weeks ahead of schedule. Fans online were frustrated that the project had “leaked”some questioning how it even happened and others scrambling to figure out which store had copies. Across the board, people were talking.
To amplify the moment even further, we worked with a small group of credible vinyl creators to make the stunt feel believable. Each creator teased a specific preselected track from the album, pushing the conversation beyond “the leak” and into the music itself. The activation generated over 4M views across platforms and quickly became one of the major anchors of early awareness—fueling speculation, driving TikTok and Twitter discourse, and setting the tone for a rollout centered around fan-driven conversation.
influencer collaborations
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influencer collaborations *
I identified moments and creators that could push Key Glock’s music and personality into cultural conversations. I personally invited well known Carolina influencer Fayb0 to Glock’s North Carolina in-store, creating a comedic social moment that grew to over 600K views and was organically picked up by TheShadeRoomTeens.
For the “She Ready” music video, I assisited in the curation of a star-studded lineup of culturally relevant celebrities , including Yuntie Tia Kemp, JaNa Craig from Love Island, and Tasha Smith. The campaign kicked off with an exclusive TMZ clip of JaNa and Key Glock ahead of release, sparking dating rumors amid the height of JaNa’s controversial breakup. This drove a 700% increase in Key Glock mentions, amplified engagement, and helped the official video climb to #4 on YouTube’s Trending Music Videos chart, capturing audience attention and curiosity.
These activations demonstrate how aligning with culturally relevant personalities can create authentic, conversation-driving moments that expand an artist’s reach beyond music.
influencer meetups & digital platforms
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influencer meetups & digital platforms *
To keep Glock visible and culturally relevant, I connected him with influencers and digital performance platforms that showcased his personality and artistry, including Cadillac Chronicles, a street-style interview with Tyler Walsh, and The Ocky Way. These activations highlighted select tracks from “Glockaveli”, captured culturally resonant moments, and amplified engagement across online communities. Carefully timed and tailored to maintain pre and post album release, these efforts resulted in over 2M views across platforms while keeping Glock top-of-mind in spaces where his audience already engages.
seeding & digital narratives
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seeding & digital narratives *
I focused heavily on narrative driven seeding to give fans context, deepen interest, and make people care about the music itself. Because “Glockaveli” leaned into classic soul and R&B samples, I built storylines highlighting these roots—breaking down the sampled records, exploring their history, and showing why Glock’s reinterpretations hit so strongly. I also coordinated reactions from top creators known for dissecting albums and lyrics having them focus on select singles and the full project. These narratives and reactions introduced Glock to new audiences while keeping his core fanbase engaged. Across platforms, this approach created a constant stream of conversation, maintained visibility in algorithm-driven spaces, and built sustained interest for release.
impact & Results
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impact & Results *
By combining viral influencer collaborations, celebrity integrations, narrative-driven seeding, and fan-focused experiences, the campaign positioned Key Glock at the center of culture while connecting him with both loyal fans and new audiences. Each activation reinforced the others, creating a cohesive rollout that celebrated his artistry and elevated his presence across digital platforms.
Coming from an independent career, this first major-label release required a rollout that felt larger than life yet true to Glock’s world. The strategy delivered: “Glockaveli” earned Key Glock his first-ever #1 at U.S. Urban Radio and debuted at #1 on Apple Music, while his social following grew by over 600K. By blending inventive marketing, cultural collaborations, and intentional fan engagement, the campaign not only amplified Glock’s artistry but also set a standard for how a major-label debut can bridge culture, community, and commercial success.
