Context
Tanzie Musiq is a Jamaican artist with a distinct voice and a growing catalog, but no infrastructure around the releases. Songs were going out without a plan for what happened after upload — no rollout, no partnerships, no path from a streaming spike to a career move.
Challenge
“Mary Jane” started moving on TikTok organically over summer 2025. A viral sound is a window, not an outcome: most independent artists watch the creates climb, then watch them fade, with nothing built to catch the audience or turn attention into leverage with the industry.
Strategy
We treated the viral moment as the opening beat of a campaign, not the campaign itself:
- Own the sound. Structure the audio, hooks and clip formats so the fan-made trend kept pointing back to Tanzie and the full record.
- Convert attention into position. Use the momentum as proof in conversations with distributors and booking agents while the numbers were live.
- Build the local base. Anchor the online run with real-world presence through Jamaican brand partnerships.
Execution
- Ran day-to-day management and marketing across the release window — content direction, posting cadence, and creator seeding around “Mary Jane.”
- Negotiated and executed brand partnerships with local Jamaican businesses to amplify Tanzie’s presence beyond the feed.
- Managed digital and press exposure, landing feature coverage in Kaboom Magazine framed around the viral rise in the Jamaican scene.
- Led deal conversations to lock in distribution and international touring support while the song was peaking.
Results
- 3M+ TikTok creates on “Mary Jane.”
- A $200K distribution deal secured for the upcoming EP.
- A European booking agent onboarded to open up international dates.
- Press coverage positioning Tanzie as one of the scene’s breakout names.
One single became a catalog moment — and a set of deals that outlast the trend.