RIDI is a vibrant emerging artist hailing from the South Asian Gen Z community. Known for her ability to seamlessly blend her Indian heritage with contemporary global sounds, she has captured the hearts of a diverse, international audience. With roots that echo in traditional melodies and a voice that resonates in modern pop, RIDI is redefining cultural fusion in music.
RIDI was eager to amplify the reach of her music on YouTube. With two impactful singles, Make It All Make Sense and I Could Be Your Daddy, already in her repertoire, she sought a strategic campaign to boost her visibility and engage more listeners. Music Gateway stepped in to deliver.
The Campaign Breakdown
Objectives
The primary goals of the campaign were:
- Enhance Visibility: Position RIDI as a rising star on YouTube.
- Engage Listeners: Drive playlist adds and organic views for her tracks.
- Build Momentum: Establish a foundation for long-term fan growth.
Strategy and Execution
To achieve these goals, we developed tailored YouTube playlisting campaigns for both singles. Here’s how the campaigns unfolded:
Targeted Playlisting Outreach
- We identified high-traction, genre-aligned playlists that matched RIDI’s unique sound.
- Through direct outreach to curators, both independently and via playlisting networks, we ensured her music landed in the right spaces.
Data-Driven Optimization
- Utilizing YouTube analytics, we fine-tuned audience targeting to reach listeners most likely to resonate with RIDI’s sound, focusing on her strongest markets: South Asia, Europe, and the U.S.
- This included leveraging her Gen Z appeal and cultural blend to attract cross-genre audiences.
Engagement Amplification
- We crafted campaigns encouraging playlist adds, comments, and shares to generate organic buzz.
- Visual storytelling elements in her music videos were highlighted, ensuring her artistry shone.
Results
The results speak for themselves:
- Make It All Make Sense: Over 225K views and 450+ playlist adds.
- I Could Be Your Daddy: Garnered 200K views and 600+ playlist adds.
These impressive figures highlight not only RIDI’s growing appeal but also the effectiveness of a strategically executed campaign.
About RIDI
Born to migrant parents, RIDI is a rising star whose music marries Indian and Western influences. Her artistry reflects inspirations from legends like AR Rahman and Beyoncé, while her commitment to authenticity sets her apart in today’s pop landscape.
Based in London, where she is pursuing a degree in chemical engineering, RIDI also channels her energy into advocacy. Her non-profit organization, ‘Stop the B!’, co-founded with her sister, champions anti-bullying initiatives on a global scale. From addressing the UNESCO World Anti-Bullying Forum to earning support from prominent athletes and academics, RIDI’s impact extends beyond music.
Her recent singles, Love Me Until You Lose Me and Guilty Feet, have gained traction among fans and media alike, further cementing her as a multifaceted artist poised for a breakthrough.
Closing Thoughts on RIDI
RIDI’s YouTube playlisting campaigns were a resounding success, significantly boosting her visibility and engagement. These milestones highlight not only her unique appeal but also the power of a well-executed digital strategy.
If you’re an artist looking to expand your reach and grow your fanbase, Music Gateway is here to help. Our tailored campaigns and dedicated expertise can connect your music to the right audience and drive your career forward. Let us help you make your mark.
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Book a meeting with a Music Gateway A&R today.
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