DESTINED 2 WIN

MusicDigital Marketing
Written By Touré Shiver

LIL TJAY IS DESTINED 2 WIN

Lil Tjay's second studio album, Destined 2 Win, arrived amidst a storm of anticipation in 2021. The album's first single, "Calling My Phone" with 6lack, had earned Tjay a top 10 hit, elevating him to a new level of popularity. 

"Calling My Phone" dropped on February 10, 2021, before the album's release. It debuted at number three on the Billboard Hot 100 thanks to our aggressive content strategy on TikTok. We shared multiple videos from Lil Tjay on the platform using TikTok's algorithm to our advantage. This virality helped push the song to new heights, ultimately becoming one of Lil Tjay's most-streamed songs.

For Destined 2 Win, Tjay worked with legendary boxer Mike Tyson to narrate the album's trailer. Bringing Mike in was a strategic decision to amplify the album's reach.

Like True 2 Myself, we produced a new album documentary, which took fans behind the scenes of Tjay's life during the recording. These strategic moves culminated in Destined 2 Win debuting in the top 10 on the Billboard 200.

Destined 2 Win is an example of using a platform to your advantage. When you see something working for a song in the marketplace, double down and push it even harder. If you can attach that song to a larger body of work, the results can positively impact a project. In the case of D2W, "Calling My Phone" drew in an audience whose eyes Tjay had to maintain. Through leveraging his socials and sharing engaging content, we were able to secure a win for an artist who we've been locked in with since the beginning.

LISTEN & DOWNLOAD ‘DESTINED 2 WIN’ 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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