Spotify Playlisting
Editorial pitch architecture and algorithmic positioning across rap and Detroit regional playlists. Save velocity engineered to feed Discover Weekly and Release Radar through the campaign window.
Case Study
Tom Brady.
Three voices, four weeks, one Detroit anthem. Babyface Ray, Juice the Mac and Peezy on Tom Brady. Built for radio rotation, shipped through every channel that mattered. Every goal exceeded.
TOM BRADY
Babyface Ray · Juice the Mac · Peezy
/01 The Brief
Three voices, one Detroit anthem.
Babyface Ray came to TMMA Black with the launch plan for Tom Brady, a collaboration with Detroit peers Juice the Mac and Peezy. The track had the ingredients of a rotation hit: hard hooks, three credible voices, and a song title that travels. The brief was sharp and time-boxed: a four-week campaign that scaled streams, views and follower count, with explicit goals on each platform and clean measurement against them.
The challenge was sequencing four channels on a single calendar so the early traction would feed each subsequent platform. Spotify playlisting opened the week. Paid Meta and Google Ads built the conversion path. Instagram and Facebook growth ran in the background as catch-up to release momentum.
Tom Brady
/03 The Work
Three channels, one tight calendar.
Meta Paid Social
Multi-creative testing on Instagram and Facebook. Hook-led short form designed for the song’s biggest moments. Audience modelling tied to Detroit, US hip-hop core, and Tom Brady–adjacent sports interest.
Google Ads & YouTube
Location-targeted YouTube TrueView campaigns concentrated on Detroit, Chicago and Atlanta. Search and Discovery layered on top, calibrated to view rate and long-tail watch retention rather than raw impressions.
/04 Results
Every goal exceeded.
0K+
Streams on Spotify · Tom Brady
0K+
Views on YouTube · Tom Brady
0M+
Streams across all platforms
0K+
Instagram followers reached
- Spotify 3× the 100K target
- YouTube 4× the 100K target
- Instagram +25K followers in 4 weeks
- Window 4-week campaign, full delivery
/05 Anatomy
How the four weeks moved.
-
Week 01
Spotify push opens
Playlist pitch architecture goes live. Editorial submissions filed. Save velocity benchmark established before paid layers arrive.
-
Week 02
Paid Meta lights up
Instagram and Facebook creative testing across multiple hooks. Best-performing creatives identified by day 10, scaled aggressively from day 12.
-
Week 03
Google Ads & YouTube
Location-targeted YouTube TrueView in Detroit, Chicago, Atlanta. Search and Discovery campaigns calibrated to view-through and watch retention.
-
Week 04
Compound & report
Algorithmic surfaces (Discover Weekly, Release Radar, Mix algorithm) take over. Final report delivered. Every goal exceeded.
/06 Official Data Reports
Verified data, on request.
Performance numbers from this campaign are documented in four official reports. Reserved for verified partners and prospective clients, under NDA.
NDA
Spotify Performance
Stream curve, save velocity, playlist placements, listener retention.
Apply to view ↗
NDA
YouTube & Google Ads
View rate, watch time, geo splits, search and Discovery performance.
Apply to view ↗
NDA
Meta Paid Social
Creative test results, ROAS, geo and audience cluster performance.
Apply to view ↗
NDA
Audience & Growth
Follower lift, demographics, audience overlap with Detroit hip-hop core.
Apply to view ↗Reports are shared with verified prospective partners only. Apply to receive the deck.
↗ Apply
Apply
Have a release worth scaling?
We read every application personally. If there’s a fit, you’ll hear back from a partner within seven business days.