How We Amplified Lojay’s Arizona To Global Charting Success

Project Overview. 

Lojay is a distinctive voice amongst the new wave of Afrobeats Superstars. With the release of two Eps, multiple singles and collaborations with Wizkid, Davido, Chris Brown, Libianca, Jae 5 and others, he has cemented his place amongst the leaders of the new school. 

His 2023 ‘Arizona’ featuring Olamide presented a watershed moment for Lojay to deepen his roots in the Nigerian mainstream. WTS agency was engaged for a digital marketing campaign for this single.

Objective

The campaign aimed to propel Lojay further into the Nigerian mainstream while heralding the single as the “end of year” anthem. We also aimed to expand Lojay’s fanbase by leveraging Olamide’s audience and strategic media placements. 

Challenge

Generate excitement and anticipation for the single, sustain initial momentum while ensuring the marketing efforts resonate with the target audience and translate into significant streaming numbers upon release

Approach

• Services Delivered
  • Press & Digital Amplification
  • TikTok Amplification
  • Influencer Marketing

Our strategy

• Platform Selection:  After careful consideration of Lojay and Olamide’s brand appeal and identity, we curated a list of platforms and influencers to engage for this campaign. 

• Amplification:  We executed a comprehensive marketing campaign, including a targeted pre-release and release day blitz, and sustained promotional efforts thereafter.

• Collaboration Promotion: By highlighting Olamide’s verse and presence on the song, the campaign attracted the attention of Olamide’s fanbase, expanding the single’s potential reach. 

• Influencer marketing: We engaged Twitter influencers in the Afrobeats community to share and promote the single, leveraging their reach and credibility to drive additional streams and listeners. We also engaged TikTok creators to create unique content with the song to boost UGCs and reach on the platform.

• Results & Data: The campaign involved meticulous data collation and analysis to assess the effectiveness of the strategies implemented. Key metrics indicated global chart positions, significant growth in Lojay’s global streams and social media engagement, highlighting the success of the campaign.

Impact

Our promotional efforts proved to be highly effective,  as reflected by the song’s chart performance. “Arizona” soared to No. 14 on the UK Official Afrobeats Charts, and No. 44 on the Billboard U.S Afrobeats Songs Chart. Back home in Nigeria, “Arizona” peaked at the No. 17 position on the Turntable Nigeria Top 100. 

Lojay also witnessed over 33.1% increase in total streaming numbers on Spotify, Boomplay, Audiomack, and YouTube. Critics and fans alike lauded “Arizona” as a potential end-of-year anthem, with many applauding both Lojay and Olamide’s verses. 

Conclusion

The marketing campaign for Lojay’s “Arizona” was a resounding success. The combination of influencer marketing, TikTok, and press amplification effectively promoted the single increasing exposure, conversations and ultimately, streaming numbers/chart success. The campaign also further cemented Lojay’s place in the Nigerian mainstream music scene. 

For further details or to engage with our services, please contact us at hello@wetalksound.co.