DOUBLE LIFE

MusicDigital Marketing
Written By Touré Shiver

PHARRELL AND THE MINIONS ARE BACK

Pharrell Williams' song "Double Life," featured in Despicable Me 4, continues his tradition of creating amazing music for the franchise. Pharrell has been involved with the Despicable Me series since its inception, contributing iconic hits like "Happy" from Despicable Me 2, which earned Grammy nominations and topped charts globally. His songs have become a crucial part of the series' identity.

"Double Life" is no exception, blending Pharrell's signature upbeat style with lyrics that reflect the humorous dualities in the lives of the film's characters, including Gru and his family. To push the song online, we developed multiple viral trends on TikTok, with creators using the hook for dance challenges, comedic sketches, and character-inspired transformations. Over 1.6 million TikTok videos feature the track, highlighting its infectious appeal and pushing it to #89 on the Billboard Hot 100.

LISTEN & DOWNLOAD "DOUBLE LIFE" 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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