Jordan Adetunji / Josh Diggs 'KEHLANI' TikTok Challenge Case Study

The Viral Hit of Summer 2024—How Social Media Elevated 'KEHLANI' to Global Success and also growing Jordan Adetunji's career Executive Summary

On May 19, 2024, Jordan Adetunji released his breakout track "KEHLANI," a smooth and innovative anthem poised to capture the summer vibe. Twelve days later, on May 31, 2024, Josh Diggs, a rising TikTok creator, introduced a captivating dance challenge that ignited a viral explosion. The synergy between the track’s infectious energy and the creativity of the TikTok challenge propelled "KEHLANI" into the spotlight, cementing its status as one of the most memorable hits of the year.

Before the challenge, "KEHLANI" amassed 878,231 total streams on Spotify, with an average daily growth of 87,823 streams. The day the challenge launched saw a massive spike, with cumulative streams surpassing 1,098,859, reflecting a single-day increase of 220,628 streams. Post-challenge, daily growth surged to an extraordinary 1.5 million streams/day, a 17.4x increase, demonstrating the viral momentum created by TikTok. By December 30, 2024, "KEHLANI" reached a streaming peak of 329 million streams in a single day, marking the power of social media to drive musical success. This case study reveals how a creatively executed TikTok challenge can redefine an artist's career, connecting them with a global audience.

Spotify Stream Growth Timeline

Pre-Challenge Track Performance

• May 19, 2024 (Release Date): "KEHLANI" was released, generating 33,474 cumulative streams on Spotify on its first day.

• May 30, 2024: Cumulative streams reached 878,231, reflecting consistent growth with an average daily increase of 87,823 streams.

Challenge Created Date

• May 31, 2024: Josh Diggs introduced a TikTok dance challenge for "KEHLANI," and it became an immediate hit on social media.

Post-Challenge Track Performance

• June 7, 2024 (One Week Post-Challenge): Cumulative streams surged to 3.2 million, adding over 2.1 million streams within the first week of the challenge.

• June 30, 2024 (One Month Post-Challenge): Streams reached 30 million, adding an impressive 29 million streams since the challenge launch.

• December 30, 2024: Spotify streams peaked at 329,523,812 in a single day, representing a growth of over 328 million streams since the challenge launch.

Spotify Stream Graph

Graph of the Spotify streams from it's release date to December 30th

Impact on the Artist career

Before the Release and Challenge

Before May 2024, Jordan Adetunji’s Spotify monthly listeners remained relatively low, averaging around 300K. While he had a steady but small audience, his music had yet to make a significant impact on the mainstream. His career was in its foundational phase, with limited visibility outside his core fanbase.

The Turning Point

The release of "KEHLANI" on May 19, 2024 marked the beginning of a shift. By the end of May, his monthly listeners had grown to 1M, showing promising growth from the release itself. The real transformation, however, came on May 31, 2024, when Josh Diggs launched the TikTok dance challenge. The challenge immediately went viral, driving a sharp rise in Jordan’s monthly listeners, which doubled to 2M within the first week of June. By the end of June, monthly listeners had soared to over 12M, representing a 12x increase compared to pre-release levels.

The Aftermath

The momentum from the TikTok challenge sustained Jordan’s monthly listeners well into the year. By December 2024, his monthly listeners peaked at 17M, solidifying his position as a major player in the music industry. This explosive growth in listeners not only expanded his audience but also opened doors for collaborations and opportunities previously out of reach.

Conclusion

The "KEHLANI" TikTok challenge redefined Jordan Adetunji’s career, taking his monthly listeners from 300K to 17M in just seven months—a staggering 56x increase. While the streams for "KEHLANI" broke records, the primary achievement was the growth in Jordan’s audience, transforming him from a rising artist to a global talent with a massive following. This case demonstrates how TikTok challenges can amplify an artist's reach and cement their place in the music industry.

Graph of Jordan Adetunji’s Monthly Listeners Over Timer

Graph of this artist monthly listeners throughout their career

TikTok Analytics

Key Metrics

• Total TikTok Posts Using the Audio: 3.1M

• Total Views (Top Videos): 163.8M

• Total Likes (Top Videos): 21.2M

• Total Comments (Top Videos): 104.5K

• Total Engagement (Top Videos): 52,315.4%

Top Creators Who Jump-Started the Challenge

• Josh Diggs (Creator of the Challenge): 2.4M views, 411.3K likes, 663 comments

• Kehlani (Most Viewed Contributor): 4M views, 22.4M likes, 9.9K comments

• Mondejour (Trending Contributor): 2.8M views, 23.7M likes, 31.6K comments

The original post of the challenge that was created on May 31, 2024

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