“No Worries” was a collaborative effort between music producer Detail and rap star Lil Wayne.
The Lil Wayne single “No Worries” was officially released on September 3, 2012. Featuring guest vocals from Noel “Detail” Fisher and a cameo appearance by rapper Birdman, it is the second single from Wayne’s tenth studio album, I Am Not a Human Being II. On November 21, 2012, an accompanying music video directed by Colin Tilley debuted on MTV, with a second premiere on BET’s 106 & Park on November 26. The video pays homage to the cult-classic film Fear and Loathing in Las Vegas.
In anticipation of the video release, a dedicated promotional strategy for “No Worries” was developed to generate global hype, massive online traffic and secure maximum views. A second focal point for the campaign was to advance Noel “Detail” Fisher’s reputation as a rap artist, with an emphasis on his past in addition to his renowned image as a leading music producer.
To launch a video campaign of this magnitude, MusicPromoToday implemented a multi-faceted strategy. Although both Lil Wayne and Detail had established brands in the music industry, Lil Wayne’s stage presence had more notoriety. Detail, on the other hand, was better known to fans as the man behind the music.
MusicPromoToday launched a homepage takeover of Detail’s website for the launch of the video, creating a bold new backdrop for multiple excerpts of the video to engage and transfix viewers. To take advantage of Lil Wayne’s impressive social media presence and following, MusicPromoToday created catchy hashtags and captivating banners promoting the collaboration, which were then featured on Lil Wayne’s personal Instagram, Twitter and Facebook pages.
“No Worries” peaked at number 29 on the Billboard Hot 100 and number 7 on US Billboard Hot R&B/Hip-Hop/Rap Songs. I Am Not a Human Being II debuted at number two on the Billboard 200, with 217,000 copies sold in its first week. MusicPromoToday’s video promotional campaign also yielded the following results:
• 45,000,000+ YouTube views and 181,000+ likes
• YouTube engagement of 35,000,000+
• 500% increase in engagement on Detail’s Facebook Page
• 8,000,000+ plays and 150,000+ likes on SoundCloud
The album containing the single was certified Gold by the RIAA on August 12, 2013. As of July 30, 2013 the album has sold 529,000 copies in the United States.