African Heat to the Streets
Shortlisted as one of Music Ally’s Best Music Marketing Campaigns of 2021
Following Spotify’s recent service expansion to several African countries including Ghana, Kenya, Nigeria, Tanzania, and Uganda, FourTwo led creative and production for their first ever African Heat playlist campaign.
Deliverables
Creative Ideation
Talent Sourcing
Film Production
Design (Social, Display & OOH Assets)
Influencer Marketing
Campaign Assets designed by Sinenhlanhla Chauke (99 perspective)
28K+
new followers
45.8M
paid social impressions
28M+
press impressions
854K
playlist impressions launch week
102% +
daily active listeners
298.9K
clicks to playlist
Entitled ‘African Heat to the Streets,’ we focused on the key role the Afro-dance community has played in spreading African pop music across the globe. It consisted of three main components: the off-platform digital video campaign, the on-platform artist features in Spotify’s Playlist Stories, and creative for Out of Home placements.
After conceptualizing the video campaign highlighting South Africa’s incredible Amapiano music and dance scene, we brought together dancers, choreographers, and production teams from across Africa and the diaspora—including Johannesburg sensation Kamo Mphela, Nigeria’s Boluwatife, Ghana’s DWP Academy, NYC’s Izzy Odigie, and more—to create the #africanheatchallenge dance video, directed by Zandi Tisani and set to Focalistic’s hit “Ke Star.”
Additionally, to connect the on-platform experience to the video campaign, we ideated a concept for key influential African musicians to discuss the impact of dance culture on their art, hosted on Spotify’s Playlist Stories. Lastly, for OOH on and on-platform placements, we worked with Cape Town-based designer 99 Perspective to update to African Heat playlist cover design for the occasion, showcasing artists such as Moonchild Sanelly, Olamide, Focalistic and Sho Madjozi on billboards in NYC and Toronto.
Watch the video
All the feels
“FourTwo Creative has been vital in helping The Africa Center grow our online audience and enhance our digital presence. Their expertise, skills, global network, and commitment to our mission is invaluable. The agency consists of a wide array of talent that can respond to our multiple needs as an ever evolving cultural institution.
- Alana Hairston, Director of Programs at the Africa Center
