UNGODLY HOUR

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.