Love Not War
Sony Music x Robots & Humans x Jason Derulo
Robots & Humans came to us with a high profile release for Jason Derulo that featured the Tampa Curhat Beat. As one of the biggest creators on the platform, it was an obvious choice to make TikTok a cornerstone of the marketing plan in order to amplify the song and drive traffic to streaming platforms.
With Jason’s help we came up with a riff on the original Tampa Curhat dance trend. Working with dance creators initially in the US, and then later in LATAM and Europe we successfully ignited a dance trend that ultimately led to 500k organic videos and helped propel the release into a global top performer, landing on the biggest Spotify playlists and entering the charts in 17 countries.