Kanye West's 'Donda' launch event

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The Brief

The Brief

In classic Ye style, Kanye approached our community for our rapid music insights ahead of the launch of his newest album, Donda. Specifically: a) UK grassroot music venues; b) the best production teams and finally c) a community of UK music fans to attend the listening party of the Donda album.

Approach

Our community delivered insights and executed Ye’s UK launch within a 36 hour timeframe (from receipt of brief to activation).

The Result

Donda album became the second-most streamed album on Spotify within 24 hours

Most streamed album in first week of all time

100 million streams in first day

442 million streams in week-one