Campaign Overview: Every breakthrough musician has that moment that changed their life. This artist, Malcom Todd, and thousands like him, can pinpoint their rapid success back to a single viral moment on TikTok. 

This is a series I launched called ‘Behind the Breakthrough’ where we have real artists, tell their very real stories. And they all share one thing. They all attribute their success to TikTok. This series simply shares these musician’s incredible journeys to fame.

As of today, Malcom has 83.6M daily streams on Spotify.

Premium Times Square DOOH: We concepted a custom shoot just for this premium corner placement in Times Square where we illustrate Malcom’s song making process, and TikTok’s role in it all. We literally follow Malcom as he walks from one corner of the billboard to the other, to show how he creates his music, all the while walking through the UGC that got him to where he is today. TikTok is both a witness and contributor to his musical journey and success. 

Credit: Agency/Production: Happy Place