JAY1 - Your Mrs [Single Campaign]

  • Casey Amber

CAMPAIGN OVERVIEW: Before the release of Your Mrs, JAY1 had built a growing reputation and highly active fan base, particularly off the back of his Daily Duppy with GRM Daily and his previous track 'Becky' which hit 7.5M streams in just over 3 months. He garnered early attention from the likes of Dave and AJ Tracey and was already receiving support across both National and Commercial radio, including BBC 1XTRA, KISS Fresh and Capital XTRA. Our aim with this single was to continue to build momentum and to begin to develop JAY1 into an artist proposition. CAMPAIGN HIGHLIGHTS: - Debuted at #19 in the OCC in its first week (record was the 2nd highest new entry in the chart behind Billie Eilish) - The record peaked at #18 in the OCC and spent a further 7 weeks in the Top 40 - Official video hit 1M views in the first 3 days of release (currently on 14M views) - Audio had amassed over 1M global Spotify streams in the first 3 days of release (currently on 50M streams) - Official video was #1 trending on YouTube on release - Peaked at #8 in the Apple Music chart - Peaked at #19 in the Spotify Top 200 chart - Peaked at #4 in the Spotify Viral 50 chart - Peaked at #15 in the Shazam Top 200 chart (record was the highest new entry in the entire Shazam UK weekly chart) - B-List at BBC Radio 1, A-List at BBC 1XTRA, A-List Kiss Fresh, Capital XTRA playlist, BEATS1 playlist - Gold accredited single with over 470K+ sales to date - First ever LDN headline show (o2 Islington) was announced during the campaign cycle with tickets selling out within 1 minute on the first day of announcement KEY CAMPAIGN MOMENTS: Outdoor - Once the track had started to bed in at radio and move from the specialist world to commercial stations like Radio 1, we launched a series of outdoor posters honing in on some of the key lyrics from the record across key hotspots in London, Birmingham, Manchester and JAY1's hometown, Coventry Influencer Engagement - Commissioned influencers to create seemingly organic content with the record to continue to drive the record within the core Rap / Hip-Hop scene but to also broaden this out into the more mainstream space. Influencers included Sideman Allday and Munya Chawawa. We were ahead of the curve commissioning these influencers who were more at a grassroots level at the time but have now gone on to become renowned in content creation