Inside the Global Success of Sean Paul and Kes: A Case Study

Uncover the secrets behind the chart-topping collaboration of Sean Paul and Kes. Learn how their unique blend of talent and strategy created a global hit.

by Randi Zimmerman of Symphonic Blog

Here at Symphonic, we pride ourselves on making sure our clients get the most out of our services. Through our global reach, extensive network and tech, in-depth industry knowledge and years of experience, we’re stoked to have been able to provide hundreds of artists with the resources they needed to get to the next level in their artist journey. Two of those artists’ are Sean Paul and Kes with their uplifting single, ‘Out Of This World’! Here’s what we did…

Case Study: Sean Paul & Kes

About

Sean Paul, world renowned superstar, teamed up with top Soca artist, Kes, for a high energy single titled, ‘Out Of This World’ (released May 2, 2024). This song is the official anthem for the 2024 Cricket World Cup, one of the biggest international sporting events in the world. Produced by Trinbagonian producer Tano, the song fuses the sonic influences of Jamaica and Trinidad to create a global sound that connected with listeners all around the world.

Distribution/Marketing

First, we distributed the track to our network of over 200 DSPs to ensure that the single would resonate with audiences worldwide, creating a wave of exposure and engagement. Working closely with our label partner, Ineffable Records, the single was strategically released one month before the 2024 Cricket World Cup. As the official anthem for the tournament, the one month lead time maximized exposure and organic traction before heavy placement features in ICC promotions for the event.

The label provided compelling marketing drivers to complement the song, and these drivers included an official music video, composite image, robust ad budget, summer tour dates and a comprehensive promotional commitment from the International Cricket Council. We forged strong partnerships with DSP (Digital Service Provider) platforms, proactively presenting the single and marketing plan well in advance. This approach allowed for adequate lead time for editorial consideration, enhancing the song’s chances of being prominently featured on DSPs. In addition, our marketing team worked collaboratively on the release to push the track to DSP reps and editors, as well as through internal promotion through out own social platforms and resources. 🔊

Results

• 61 playlist adds across major streaming platforms: Spotify, Apple Music, Amazon, YouTube, Pandora, TIDAL, Deezer, Audiomack, SoundCloud, TREBEL and iHeart
• Nearly 2 million streams + video views in one week since release
• 7 playlist covers across Spotify, Amazon, TIDAL, Audiomack and Pandora
• YouTube Music billboard in London promoting the release
• Gratis ad campaign from Audiomack (via Google Play): Google Play offers Audiomack the opportunity to feature new music releases through their app listing. These features are placed in high-traffic parts of the store (such as their main homepage and ‘events’ page) and “Out Of This World” was hand picked to be one of the featured tracks.

Since 2006, we have worked with independent artists, labels, and managers to build and grow their brands and businesses. Alongside our legendary client support team, artists all over the world can get the most out of their music with the help of our technology, music distribution network, royalty management, music monetization services, and music promotion tools.

Your team can make or break your success, especially as an independent artist. This success story is a true testament to the power a comprehensive marketing strategy can have in elevating an artist’s trajectory. With a team that has your back, there’s nothing you can’t do.

Want to see what we’ve done for other artists? // Check out our other case studies right here.