Objective:

To scale Elijah Blake’s audience engagement, increase his digital presence, and drive anticipation for his deluxe album release by leveraging his existing strengths, expanding into untapped digital platforms, and utilizing strategic partnerships with media outlets and influencers.

Overview

Elijah Blake is a Grammy-winning artist whose career includes writing for industry icons such as Usher (Climax), Rihanna (No Love Allowed), and Rick Ross (Presidential). Despite his accolades, Elijah faced challenges in maintaining momentum in a rapidly evolving digital music industry. MPT Agency was tasked with building a campaign that would:

1. Reinforce Elijah’s existing catalog to maximize its untapped potential.
2. Scale his audience reach ahead of the deluxe album release.
3. Leverage TikTok to engage younger audiences and push Elijah into new digital territories.

Through a strategic, data-driven, and multi-channel campaign, MPT Agency significantly amplified Elijah’s reach and cemented his status as a multi-faceted artist with a contemporary edge.

Phase 1: Reinforcing Existing Assets (August – September 2024)

MPT began the campaign by focusing on Elijah’s existing catalog. Tracks such as I Just Wanna… (62.8M streams), Black and Blue (18.2M streams), and Ghostbuster (439K streams) had already demonstrated potential, but needed fresh attention. We maximized this by enhancing his Spotify presence, securing new playlist placements, and developing a narrative around his artistry.

Spotify Campaign Execution

• Playlist Strategy:
  • Increased Elijah’s playlist reach to 12M listeners by adding his tracks to 1,740 playlists, including Chill R&B Hits and Viral TikTok Songs.
  • Focused on playlists with diverse audiences, ranging from core R&B fans to crossover listeners.
• Engagement Growth:
  • Achieved 282,593 monthly listeners on Spotify during this phase, driven by targeted playlist placements and ads.

Press and Media Highlights

Securing high-value media placements was critical to reintroducing Elijah’s artistry to a broader audience:

• Billboard: Positioned Stuck in My Ways as one of the “Best New R&B Tracks.”
• Revolt: Published an in-depth feature, cementing Elijah’s legacy as a Grammy-winning songwriter transitioning into a full-fledged artist.
• Rated R&B: Praised Stuck in My Ways for blending modern production with traditional R&B roots.

Value Brought To The Table:

• Enhanced Elijah’s visibility on Spotify and YouTube through a combination of playlisting, ad targeting, and content optimization.
• Reinforced Elijah’s relevance in the music landscape through media coverage that aligned with his artistic identity.

Phase 2: Scaling with the Deluxe Album Release (October – November 2024)

The campaign’s second phase focused on scaling Elijah’s audience as he prepared for the release of his deluxe album in November. This phase included digital advertising, content creation, and targeted audience expansion on platforms like YouTube, radio, and press.

YouTube Campaign

We prioritized Elijah’s visual content to align with his upcoming album and capitalize on YouTube’s vast audience.

• Video Performance:
  • Ghostbuster (Official Music Video): 262K views
  • Sugarwater & Lime: 277K views
  • Westside Story: 239K views
  • Company: 241K views
• Ad Strategy:
  • Focused on pre-roll and in-feed ads targeting North America, Europe, and Brazil.
  • Achieved 5.1M reach and 376K video views during the September-October period.

Radio Strategy

Radio was a key pillar of Phase 2, driving traditional listening while creating a crossover appeal.

• Total Radio Plays: 2,211
• Radio Stations: 86 (including SiriusXM and local R&B-focused stations).
• Most Played Tracks:
  1. No Contact – 1,155 plays
  2. Magic Show – 707 plays
  3. Good Cry – 170 plays
     

Press Strategy for the Deluxe Album

To build momentum, MPT Agency secured targeted media coverage:

• High-profile placements in Wonderland Magazine, Stereo Saints, and Billboard.
• November Press Push: Outlets like Pop-Cultr, IMPLURNT, and Funk n Play highlighted Elijah’s deluxe album and singles.

Value Brought by MPT:

• Leveraged radio, press, and YouTube to create a 360-degree promotional effort, positioning Elijah as both a legacy artist and a contemporary innovator.
• Increased Elijah’s cultural relevance by pairing his existing audience with new markets (e.g., Brazil).

Phase 3: Expanding Boundaries with TikTok (November – December 2024)

To connect Elijah with younger, digital-first audiences, MPT Agency implemented a TikTok-first strategy to close the campaign. This phase focused on influencer outreach, hashtag challenges, and leveraging TikTok trends.

TikTok Results:

• Total Videos Created: 3,147
• Total Views: 9.97M
• Video Likes: 1.1M
• Video Comments: 18.9K
• Shares: 26.1K
• Creator Reach: 76.2M
  

Influencer Collaboration

• Partnered with top TikTok creators, including Juliagal_ (8.2M followers) and Nanu (7.94M followers), to create dance and lip-sync content around Stuck in My Ways and Ghostbuster.
• Drove engagement through viral challenges, leading to 11.4% average video engagement rate.

TikTok-Driven Press

Media outlets like Peaches N Pop and Spin 98 covered the success of Elijah’s TikTok challenges, further amplifying the impact of this phase.

Value Brought by MPT:

• Successfully introduced Elijah to a new demographic through TikTok, resulting in nearly 10M video views and 1.1M likes.
• Used TikTok as a launchpad for virality, translating digital success into real-world streams and engagement.

Final Results

Metric	Performance
Spotify Playlist Reach	12M listeners
TikTok Total Views	9.97M
Radio Plays	2,211
YouTube Video Views	1M+ cumulative
Press Placements	Features in Billboard, Revolt, Rated R&B
TikTok Engagement Rate	11.4%

Conclusion

MPT Agency delivered a holistic campaign that not only revitalized Elijah Blake’s existing assets but also scaled his visibility across new platforms. By combining traditional media strategies with cutting-edge digital tactics, the campaign achieved its dual objectives of reinforcing Elijah’s artistry while expanding his audience. The results demonstrate the power of an integrated strategy in building sustainable artist growth.

This case study exemplifies how MPT Agency’s approach can turn artistry into influence, creating meaningful connections with diverse audiences while achieving measurable results. Elijah Blake’s campaign is a testament to the impact of thoughtful, data-driven marketing in today’s competitive music industry.

Elijah Blake Performance Report (Spotify, TikTok, YouTube, and Ads)

Spotify Performance

• Monthly Listeners: 282,593
• Top Performing Tracks:
  • I Just Wanna… – 62,856,401 streams
  • Black and Blue – 18,289,221 streams
  • Ghostbuster – 439,130 streams
  • Sacrifice – 355,839 streams
  • Stuck In My Ways – 421,899 streams
• Playlists & Reach:
  • Current Playlists: 1,740
  • Playlist Reach: 12M listeners

Growth on Spotify shows sustained playlist additions and engagement, especially with standout tracks like I Just Wanna… which remains a driving force in Elijah’s catalog.

TikTok Performance

• Total Videos: 3,147
• Total Views: 9.97M
• Video Likes: 1.1M
• Video Comments: 18.9K
• Shares: 26.1K
• Creator Reach (Combined): 76.2M
• Video Engagement Rate: 11.4%

TikTok proved to be a crucial platform for Elijah Blake’s reach, with a consistent rise in creator collaborations and viral videos that supported his single Ghostbuster and other tracks.

YouTube Performance

• Total Views:
  • Ghostbuster (Official Music Video) – 262K views
  • Sugarwater & Lime – 277K views
  • Company – 241K views
  • Westside Story – 239K views

Elijah’s YouTube strategy leveraged visually captivating content for singles like Ghostbuster to connect with audiences globally.

Advertising Campaign Insights

Ad Performance Report Summary

September 2024

• Reach: 5.1M
• Impressions: 2.5M
• Views: 376K
• Top Countries: USA, France, UK
  

October 2024 (Forecast)

• Anticipated 55%-75% increase in reach, impressions, and engagement as ad groups expand to include Brazil and other key markets.

November 2024 (Forecast)

• Projected 4X growth in CTR and viewership through targeted in-stream and in-feed ads, aiming for 1.5M-2M views.

Geographic Highlights:

• USA consistently led in performance metrics, with additional traction anticipated in France, UK, and Brazil following new ad campaigns.

Summary of Campaign Strategy

MNRK Music Group collaborated with MPT Agency to execute a multifaceted promotional strategy across Spotify, TikTok, YouTube, and paid media advertising:

1. Spotify Growth: Focused playlisting and algorithmic triggers maximized reach and sustained streams.
2. TikTok Campaigns: Utilized influencer marketing to generate viral trends and build excitement for Ghostbuster.
3. YouTube Engagement: Released cinematic visuals to pair with Elijah’s storytelling, resulting in high video engagement.
4. Ad Targeting: Designed and deployed targeted campaigns across North America and Europe, optimizing watch time and CTRs while building international visibility.

Key Results

• Ghostbuster charted as a high-impact R&B release, solidifying Elijah Blake as a genre innovator.
• Enhanced audience growth on TikTok and Spotify, contributing to sustained streaming and playlist reach across markets.
• Expanded Elijah’s fanbase in Brazil, Sweden, and other new regions, further diversifying his global audience.

Elijah Blake’s campaign demonstrates the effectiveness of integrated strategies in driving engagement and streamlining multi-platform growth. His upcoming album in June 2024 is well-positioned for similar success.