top of page

BlackMayo’s / Nellabone “Jus’ Know” TikTok Challenge Case Study

Updated: Mar 5

From Niche Track to Millions of Listeners—How TikTok Challenges Revive and Redefine Musical Success


Executive Summary

BlackMayo’s track "Jus’ Know," released on December 3, 2018, quietly built a niche following over the years. However, everything changed on June 13, 2024, when micro-influencer Nellabone launched a TikTok dance challenge that turned the track into a viral sensation. Within two months, Spotify monthly listeners skyrocketed from 325,674 to 1,433,276, marking a 340.10% growth. By December 25, 2024, monthly listeners peaked at 2,996,877, proving how social media challenges can redefine an artist’s career trajectory and catapult their music to new heights.


Monthly Listeners Overview


Pre-Challenge Listener Trends

  • December 3, 2018 (Release Date): "Jus’ Know" was released, receiving modest attention from a niche audience.

  • June 23, 2020: Monthly listeners recorded at 1,233, reflecting minimal engagement.

  • January 2024: The song gained traction as a TikTok audio, boosting monthly listeners to 300,000.


June 13, 2024 (Challenge Launch): Monthly listeners climbed to 325,674, showcasing steady growth before the viral breakthrough.


Challenge Impact on Monthly Listeners

  • July 13, 2024 (One Month Post-Challenge): Monthly listeners grew by 255,274 (+78.38%), reaching 580,948.

  • August 13, 2024 (Two Months Post-Challenge): Monthly listeners surged further, adding 1,107,602 (+340.10%), to hit 1,433,276.

  • December 25, 2024: Monthly listeners reached a peak of 2,996,877, achieving an overall growth of 820.21% since the challenge launch.


Monthly Listeners Chart

This Graph Shows this artist monthly listeners over time
This Graph Shows this artist monthly listeners over time

Track Overview


Pre-Challenge Track Performance

  • December 3, 2018 (Release Date): "Jus’ Know" was released, accumulating minimal streams during its first year.

  • June 23, 2020: Pandora streams began tracking at 1,233, showcasing limited engagement.

  • January 2024: The song gained recognition as a TikTok audio, driving cumulative Pandora streams to approximately 80,000.


June 13, 2024 (Challenge Launch): Pandora streams reached 122,460, reflecting steady, gradual growth prior to the challenge.


Post-Challenge Track Performance

  • July 13, 2024 (One Month Post-Challenge): Pandora streams grew significantly, reaching 145,000, adding 22,540 new streams.

  • August 13, 2024 (Two Months Post-Challenge): Pandora streams surged further, totaling 180,000, an additional 57,540 streams.

  • December 25, 2024: Pandora streams peaked at 242,527, marking a growth of 120,067 streams since the challenge launch.


Track Streams Conversion

  • Spotify Cumulative Streams: By December 25, 2024, Spotify streams for "Jus’ Know" reached 95.12 million, reflecting the success of the challenge and sustained engagement.


Track Streams Chart

This Graph shows the Pandora Streams of the Track Jus' Know over time
This Graph shows the Pandora Streams of the Track Jus' Know over time

TikTok Analytics


Key Metrics

  • Total TikTok Posts Using the Audio: 51.3K

  • Average Views (Top Videos): 173.6M

  • Average Likes (Top Videos): 21.2M

  • Average Comments (Top Videos): 227.1K


Top Creators Who Jump-Started the Challenge

  • nellabone (Creator of the Challenge): 3.7M views, 559K likes, 20.1K shares, 1,053 comments.

  • Kai Cenat (Famous Streamer): 32.7M views, 3.3M likes, 53.1K shares, 26.3K comments.

  • Jared McCain (NBA Player): 27.2M views, 2.9M likes, 107.0K shares, 11.7K comments.



The original video of the challenge that was created June 13, 2024


Impact on the Artist

The TikTok challenge for “Jus’ Know” marked a turning point in BlackMayo’s career. The challenge not only elevated monthly listeners from 325,674 to 2,996,877 within six months but also transformed the track into a cultural moment. With over 95.12 million Spotify streams and 51.3K TikTok posts using the audio, BlackMayo experienced unprecedented exposure, opening doors to playlist placements, new collaborations, and industry recognition.


This success highlights how the bond between creators and artists is becoming the blueprint for success in the music industry. By fostering authentic collaborations, creators help artists reach untapped audiences and drive cultural movements that resonate far beyond social media.


At CollabVerse Media, we believe in fostering these impactful partnerships to unlock new heights of success for both artists and creators. Social media is no longer just a tool; it’s the bridge to limitless opportunities. Start your journey with CollabVerse today and discover the future of collaboration in music.


Written by: Nick Breen, Founder & CEO of CollabVerse Media

Comments

bottom of page