HAVE MERCY

MusicDigital Marketing
Written By Touré Shiver

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. 

LISTEN & DOWNLOAD “HAVE MERCY” OUT NOW
Touré Shiver

TOURÉ SHIVER is a music executive, marketer, and creative strategist whose work spans some of the most influential names in music and entertainment.

He currently serves as Vice President of Marketing Strategy at Republic Records, following six years leading digital marketing campaigns at Columbia Records. Throughout his career, Touré has helped shape the digital footprint of some of music’s most exciting artists, including Tyler, The Creator, Central Cee, Chloe x Halle, Leon Bridges, Polo G, and Pharrell Williams. His contributions have earned recognition across the music business, including a spot on Billboard’s Hip-Hop/R&B Power Players list.

With roots in business and the arts, Touré earned a marketing degree from North Carolina A&T State University and a master’s in media management from The New School. He also studied photography in Florence, Italy. An early chapter that continues to shape his eye for detail and creative instinct. Known for blending strategy with creativity, he’s built a reputation as a thoughtful, trusted voice for artists navigating today’s ever-changing creative landscape.

http://www.tourexali.com
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