Tayna
Multi-Singles Release CampaignsDoruntina Shala, professionally known as Tayna, is a Kosovo Albanian rapper and singer whose genre-blending approach combines hip hop, R&B, dance music, and reggaeton. Her collaborations with global artists, including Marshmello have positioned her as one of the most dynamic and influential voices emerging from the European music scene.
Beginning in 2024, MPT Agency supported Tayna with targeted advertising, social media growth, music marketing, and playlist pitching. The partnership focused on elevating her digital presence, expanding her international audience, and strengthening her impact across DSPs and social platforms.
Campaign Overview
MPT Agency executed a multi platform strategy designed to amplify Tayna’s streaming numbers and maximize engagement around each release. The team managed advertising campaigns across Meta, TikTok, YouTube, and Spotify, supported by ongoing A/B testing and optimization to refine audience targeting.
A key pillar of the campaign centered on TikTok, where MPT Agency provided creative direction, trend integration, TikTok ad management, and influencer activations. Combined with Tayna’s strong visual identity, this approach fueled rapid community growth and viral traction.
On the streaming side, MPT Agency pitched Tayna’s singles to editorial playlists, earning placements across major Spotify lists including UMAMI, In Tendenza, Swag, EQUAL, Happy Dance, Shisha Flow, Dance Room, Housewerk, and others. These placements contributed to sustained growth in monthly listeners and long term catalog visibility.
MPT Agency further supported YouTube audience development, strengthening Tayna’s reach through content strategy and paid amplification. Across all platforms, coordinated influencer campaigns supported single launches and helped drive high retention and steady audience expansion.
Results
TikTok Performance: Gained 100K+ new followers, reached 10.7M total likes, and maintained an 8.55% engagement rate. Content reached millions of views, led by performance clips, transitions, and fan generated trends.
Streaming Growth: Sustained 2M+ monthly Spotify listeners while charting in 10+ countries. Tracks appeared 200+ times across Spotify, Apple Music, and YouTube charts, supported by major editorial playlists.
YouTube: Surpassed 1.12B total views, adding 71M+ new views in six months. Subscriber growth exceeded 10K, with strong retention and steady global reach.
Virality Beyond Campaign: Fan edits, remixes, and challenges continued driving organic traction across TikTok and Instagram, keeping Tayna’s sounds active well after official promotion.
Audience Expansion: Cross platform fanbase grew by more than 150%, with major increases across TikTok, YouTube, Spotify, and Instagram, strengthening Tayna’s presence in Europe, the Balkans, and the United States.
Playlist Features
