Aitch 'AitcH2O' - EP Campaign (Marketing Strategy + Campaign Manager)

  • Tasha Demi
  • Lauren Fitzgerald

Campaign Overview: Aitch signed to Since ’93 after his ‘Straight Rhymez’ freestyle hit 1 million views in just a couple of weeks, on his own YouTube channel. He garnered attention from the likes of Virgil Abloh who called him ‘the future’, as well as the likes of Stormzy and Wiley. Aitch continued to release freestyles online, and each of them helped to grow both his following, and his online persona even more. Our job: we needed to develop Aitch into an ‘artist’, and not ‘just a rapper’. Campaign Highlights: - ‘Taste (Make It Shake)’ debuted at #8 in the OCC (it was the 2nd highest new entry in the chart, behind Ariana Grande, and the 3rd most downloaded single) - ‘Taste’ peaked at #2 in the Official Charts & spent a further 9 weeks in the Top 10 - It peaked at #1 on iTunes, Spotify and Apple Music - In September 2019, Aitch had 3 singles in the OCC Top 10 – ‘Taste (Make It Shake)’ / ‘Strike A Pose’ with Young T & Bugsey / ‘Take Me Back To London’ with Ed Sheeran - Sold out his Debut headline tour in 7 minutes, and then his 2nd tour in 45 minutes - He has the ‘most liked’ GRM Daily, Daily Duppy ever - Aitch’s Instagram went from 8k followers, to over 1 million in just 12 months - The EP finished at #3 in the Official Album chart - ‘Buss Down’ featuring ZieZie peaked at #8 in the Official Charts - Aitch was trending all week on YouTube on launch week – ‘Taste’ Pseudo video hit #3 on trending / ‘Taste’ Official hit #2 on trending / EP announcement freestyle hit #9 on trending