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 spark conversation and build early awareness, something culture-forward and authentic to Glock’s world. That led to the vinyl leak activation. We staged a “leak” making it seem like “Glockaveli” vinyls had accidentally hit select stores weeks ahead of schedule. Fans erupted online: some questioning how this could even happen and others scrambling to figure out how to get their hands on one. Across the board, people were talking.
To make the moment even more credible, we partnered with a select group of respected vinyl creators. Each teased a specific preselected track, shifting the conversation from “the leak” to the music itself. The activation generated over 4M views across platforms and quickly became a major anchor for early awareness: fueling speculation, driving social discourse, and setting the tone for a rollout built entirely around fan-driven conversation.
influencer collaborations
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influencer collaborations *
I identified key 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 1M views in 24 hours and was organically picked up by TheShadeRoomTeens.
For the “She Ready” music video, I helped curate and secure a star-studded lineup of culturally relevant celebrities, including Tia “Yuntie” 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 with Kenny Rodriguez. 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 both pre and post album release, these efforts generated over 2M views across platforms while amplifying Glock’s presence in spaces that shape music and culture.
seeding & digital narratives
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seeding & digital narratives *
For the album rollout, I focused on narrative driven seeding that made the music itself the story. Building on Key Glock’s reputation for iconic sample flips, “Glockaveli” continued that tradition by reimagining classic soul and R&B tracks from the 1970s through the 2000s. With samples such as Erykah Badu’s “Didn’t Cha Know” and Curtis Mayfield’s “Little Child Running Wild”, I crafted storylines around these tracks to highlight Glock’s reinterpretations and to engage fans of the original artists.
To continue building album awareness, I activated reaction creators known for dissecting albums and lyrics to share their real-time opinions on the full project and spotlight key samples that many listeners might have missed. These long-form videos introduced Glock to new audiences while keeping his core fanbase engaged. Across platforms, the reactions sparked ongoing conversations and sustained interest after release.
impact & Results
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impact & Results *
By combining viral influencer collaborations, celebrity integrations, narrative driven seeding, and fan focused initiatives, these activations positioned Key Glock at the center of culture while connecting him with both loyal fans and new audiences. Together, they created a cohesive rollout that celebrated his artistry and elevated his presence across digital platforms.
The results of this rollout reflected the impact of our work: “Glockaveli” debuted at #1 on Apple Music, earned Key Glock his first-ever #1 at U.S. Urban Radio, and grew his social following by over 600K in four months. By blending inventive marketing, cultural collaborations, and intentional fan engagement, the rollout not only amplified Glock’s brand but also set a new standard for how a major-label debut can bridge culture, community, and commercial success.
