HAVE MERCY

MusicDigital Marketing
Written By Touré Ali

CHLÖE BREAKS THE INTERNET

In July 2021, Chlöe teased her debut solo single, "Have Mercy." Before this, Chlöe was widely recognized as one half of the Grammy-nominated R&B duo Chlöe x Halle. However, with "Have Mercy," she was set to carve out her lane.

The catchy pop-R&B song began to gain traction almost immediately after it was teased, going viral across Instagram and Twitter. But it was on TikTok where "Have Mercy" took off, with Chlöe's initial teaser in her bedroom reaching over 20 million views on the platform. Within days, the song had over one hundred thousand creates on TikTok, and that number was growing fast. 

The song became the soundtrack for multiple viral trends and dance challenges. We tapped influencers to create content for the song, further amplifying it across platforms. Our campaign transformed "Have Mercy" into a TikTok anthem, leading to the creation of over a million videos before the song's release on September 10, 2021.

By the end of the first week of its release, "Have Mercy" debuted in the Top 30 of the Billboard Hot 100, Chlöe's first entry as a solo artist. 

The song is a powerful case study of the bridge between the digital world and music. The official video has over 100 million+ views on YouTube, and although it didn't make it to Chlöe's solo album In Pieces, it served its purpose in kicking off her solo career with a splash. 

Touré Ali

Touré Ali Shiver is a visual artist and brand-marketing specialist from Alexandria, VA seeking to create visual content and marketing strategies that change the way consumers interact with brands.

Born on September 14, 1994 in Washington D.C., Shiver grew up in Alexandria, VA where he completed his high school years at T.C. Williams High School. It was during his time year at T.C. when he discovered his passion for photography and design after enrolling in a digital photography and film course while freelancing for private clients.  

Now a recent graduate of North Carolina A&T State University, Mr. Shiver’s plans to continue working on building his multimedia creative imprint TouréxAli Co. and ISSUé magazine while pursuing his long time goal of becoming a Creative Director.

With and a goal of changing the perspectives of those that view his work, Shiver brings a new refreshing outlook on creativity, art, design and the world through the visuals that he creates. Shiver often says, “creativity breeds excellence,” and excellence is what he strives to achieve.

 

http://www.tourexali.com
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