cltr;studies
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Breakthrough Growth
streams on “In My Room”
audience growth
Audience growth from emerging artist campaigns
01; THE CHALLENGE
With a lean marketing budget and a single Twilight-coded viral moment, the opportunity was to turn early attention around “In My Room” into a sustainable artist career.
02; THE STRATEGY
Rather than treating virality as a peak, we approached it as infrastructure.
By reverse-engineering early traction around “In My Room,” we developed a narrative-driven content flywheel combining short-form storytelling, obsessive-romantic world-building, touring strategy, and streaming acceleration.
03; THE IMPACT
400M+ on-demand streams on “In My Room”
Platinum single
Nearly 300% audience growth, from 250K to 1M+
Top 10 US Spotify Viral Chart
Global Spotify Album Top 10 debut
Sold-out North American headline tour
Arena tour opening slot for MGK
Coverage and recognition including The Cut, Billboard, and Rolling Stone
Let’s make the shift