UNGODLY HOUR

MusicDigital Marketing
Written By Touré Ali

THE SISTERHOOD OF CHLOE X HALLE

Chloe x Halle's critically acclaimed album, Ungodly Hour, is a testament to their innovation and adaptability. Launched during the COVID-19 pandemic, when the music industry was wrestling with unexpected challenges, the album emerged as a musical gem created by the two sisters. As traditional avenues for album promotion, such as concerts and public appearances, were hindered by the pandemic restrictions, we had to seek alternative strategies.

We turned to digital platforms, harnessing the power of social media, most notably TikTok and Twitter. The album's second single, "Do It," quickly went viral on TikTok via a dance challenge. This creative utilization of TikTok generated significant buzz for the album and invited a wider audience to interact with Chloe x Halle's music. The success of "Do It" gave us the perfect runway into Ungodly Hour, and Chloe x Halle dominated the internet with their looks and performances.

Despite physical concerts being a distant possibility, Chloe x Halle effectively leveraged the virtual space for their performances. Their creative performances on the TODAY Show, Jimmy Kimmel, and the VMAs brought them into millions of homes, overcoming physical barriers.

The team's work on Ungodly Hour made it one of the most critically acclaimed albums of 2020.

The release and success of Chloe x Halle's Ungodly Hour during the global pandemic is an excellent example of adapting to the challenges presented by global problems. We found ways to create content despite physical limitations and launched a critically acclaimed album online, resulting in two talented sisters' cutting through to the global stage.

LISTEN & DOWNLOAD ‘UNGODLY HOUR’ OUT NOW
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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