Island 54
A debut-album DSP campaign led across Africa and co-run in the UK and US, multi-territory YouTube Music out-of-home, four playlist covers and 400k+ first-week streams.
- Artist
- Stefflon Don
- Year
- 2024
- Location
- Africa / London / New York / Los Angeles
- Services
- Digital Streaming Platform Marketing / Campaign Strategy / Release Strategy
Context
Stefflon Don's debut studio album, Island 54, needed to land as a global release rather than a UK one, with platform support in place from day one.
Challenge
Making a London-rooted artist's debut arrive at once in the UK, the US and across Africa meant every partner had to move together around launch week.
Strategy
- 01
Lead the DSP campaign across Africa and co-lead it in the UK and US.
- 02
Secure partner support across YouTube Music, Spotify, Apple Music, Amazon Music and Deezer.
- 03
Turn that support into visible moments: out-of-home, playlist covers and pre-release placement.
Creative
Multi-territory YouTube Music out-of-home across London, New York and Los Angeles.
Distribution
Four playlist covers across partners, Spotify Who We Be and Afropop, Deezer Brand New UK and Amazon Music +44 Caribbean. Apple Music placed the pre-release album in its coming-soon slider and supported multiple tracks at launch.
Campaign
YouTube Music out-of-home, London. Photo: Anton Caines 
YouTube Music out-of-home, Times Square, New York 
YouTube Music out-of-home, London. Photo: Anton Caines 
Spotify, Who We Be cover 
Spotify, Afropop cover 
Deezer, Brand New UK cover 
Amazon Music, +44 Caribbean cover
Impact
400k+
First-week streams across platforms
4
Playlist covers across partners
3
Cities with YouTube Music out-of-home
Credits
- DSP campaign, Africa
- rain.labs
- DSP campaign, UK / US
- rain.labs (co-lead)
Partners: YouTube Music / Spotify / Apple Music / Amazon Music / Deezer
Services delivered
- Digital Streaming Platform Marketing
- Campaign Strategy
- Release Strategy