DESTINED 2 WIN

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.

Credits: Narrated by Mike Tyson

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.

Credits: Directed by Sam Balaban. Edited by Roberta Spitz & Sam Balaban. Executive Produced by Lil Tjay. Produced by Clay Barmore, Deon Douglas, Shahendra Ohneswere, John Vincent Salcedo, Touré Ali Shiver, Victoria White-Mason & Manos Xanthogeorgis.

Adding to the album's promotion was the album documentary, which took fans behind the scenes of Tjay's life during the album's recording. All these strategic moves culminated in Destined 2 Win debuting in the top 10 on the Billboard 200.

Lil Tjay's Destined 2 Win is an example of using a platform to your advantage. When you have a song in the marketplace that you see working, double down and go even harder with pushing it. 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 and by leveraging his socials and sharing engaging content, he was able to win.