Megan Thee Stallion / Mona "Mamushi" TikTok Challenge Case Study

Discover how dance challenges are breaking barriers and connecting artists like Megan Thee Stallion with audiences worldwide.

Executive Summary

In a bold move to expand her superstar presence beyond the U.S., Megan Thee Stallion collaborated with Japanese artist Yuki Chiba on the track "Mamushi", released on June 28, 2024. The release was paired with a meticulously pre-planned TikTok dance challenge, launched on June 29, 2024, and led by popular creator mona712_official. This strategy was designed to capitalize on the surging popularity of international dance challenges, which are redefining how music trends globally.

The results were immediate and extraordinary. On the challenge launch date, Mamushi recorded 368,912 Spotify streams, and within one week, streams had skyrocketed to over 5.2 million. By the end of the first month, the track had amassed 15.9 million streams, demonstrating the power of coordinated global marketing efforts. As of December 27, 2024, Mamushi has reached 23.3 million Spotify streams, cementing its status as a viral sensation and a landmark achievement in Megan Thee Stallion’s international expansion.

Spotify Stream Growth Timeline

The dance challenge’s coordinated release alongside Mamushi on June 29, 2024, drove immediate engagement on streaming platforms.

• June 29, 2024 (Launch Date): 368,912 streams

• July 6, 2024 (One Week Later): 5,264,819 streams

  • Daily Growth (First Week): 699,558 streams/day

• July 29, 2024 (One Month Later): 15,927,384 streams

  • Daily Growth (First Month): 513,589 streams/day

• December 27, 2024 (Most Recent Data): 23,326,111 streams

Key Milestones

• June 30, 2024: TikTok challenge goes viral, driving 1.5M daily streams.

• July 10, 2024: Megan Thee Stallion shares the challenge, sparking a 35% growth spike.

• August 2024: Streams surpass 20 million, with a sustained upward trajectory.

OverView of the Spotify Streams from launch date to December 28th 2024

TikTok Analytics

Key Metrics

• Total TikTok Posts Using the Audio: 2.4M

• Average Views (Top Videos): 89.8M

• Average Likes (Top Videos): 13.1M

• Average Comments (Top Videos): 54.5K

• Average Engagement (Top Videos): 104.7%

Top Creators Who Jump-Started the Challenge

1. mona712_official (Original Challenge Creator)

   • 24.4M views

   • 2.6M likes

   • 67.7K shares

   • 4,730 comments

2. Megan Thee Stallion (Top Contributor)

   • 91.9M views

   • 9.2M likes

   • 237.6K shares

   • 32.2K comments

3. icm_triplets (Top Contributor)

   • 89.3M views

   • 8.9M likes

   • 168.6K shares

   • 15.3K comments

Impact on the Artist

The “Mamushi” TikTok challenge represents a pivotal moment in Megan Thee Stallion’s career, showcasing her ability to adapt and thrive on a global stage. By partnering with Yuki Chiba and leveraging Mona’s creative influence, Megan expanded her reach beyond the U.S. and solidified her reputation as an international trendsetter. The challenge’s success not only boosted her streaming numbers but also opened new opportunities for collaborations and endorsements in international markets, particularly in Asia.

This case study highlights how a well-executed TikTok strategy can bridge cultural gaps and elevate an artist’s profile. Megan Thee Stallion’s success with “Mamushi” underscores the importance of social media challenges in building global connections and fostering sustained engagement with fans.

At CollabVerse Media, we strive to replicate these success stories by connecting artists with creators to craft unforgettable viral moments. Join us today and explore how you can transform your music into a global phenomenon.

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