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.

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.