the context
yaung had burst into the local music scene in 2022, with his eloquent rap style capturing european and southeast asian audiences. but we had yet to break into the north american market.
yet, it wouldn’t be on brand for yaung to burst onto the scene with more trending formats – vlog or skit-style content pieces that do well with north american viewers.
the ask
bring yaung into the field of vision for north american listeners – such as generic pop – through a careful and strategic collaboration.
the solution
aimer worked on a three-pronged social strategy. yaung partnered with crash adams, viral content creators from toronto who frequently created on the streets of los angeles, getting underground creators to hear unreleased tracks and voices.
but it wasn’t so easy. we aren’t based in los angeles – we’re in singapore, miles away.
instead, yaung duetted crash adams’ latest song. an organic piece of in-feed content. he rapped over the viral ‘give me a kiss’, and earned a repost from crash adams.
then, when the viral hitmakers came to singapore, yaung made a story inviting them to bump into him. we aligned with them to meet on the street they were filming content in in singapore. they briefed yaung: thirty minutes, create a freestyle rap verse. the video product would be framed as ‘re-discovering’ yaung on the streets of singapore.
with sheer talent and creativity, both artistes sang under the burning sun, with crash adams’ signature bass and portable mic.
the result? over 1b+ views and a 500% increase in engagement for yaung’s profile. the video went viral on TikTok, Douyin, YouTube and Instagram – becoming crash adams’ most-viewed singapore content, breaking the record of every other singapore artiste.
yaung made a final content piece: sharing his journey of connecting with the two over pure music six months ago.
Watch yaung and crash adams here, here and here.
service:
brand strategy, artiste liasions, content partnership, social media strategy
AIMER 
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