Odetari’s / Kaylaa “Keep Up” TikTok Challenge Case Study

Viral Growth in Weeks—How TikTok Challenges Redefine Musical Success Executive Summary

On July 17, 2024, Odetari released his track “Keep Up,” marking an exciting entry into the summer music scene. Just nine days later, on July 26, 2024, TikTok creator Kaylaa launched a dance challenge that transformed the song into a viral sensation. In its first nine days, “Keep Up” accumulated 966,243 streams on Spotify, averaging 96,385 streams/day.

However, the TikTok challenge unleashed exponential growth, with cumulative streams surpassing 15.2 million within the first month and an astounding 160.9 million streams by the end of 2024. This case study underscores the power of strategic social media collaborations to propel an artist’s track to mainstream recognition and sustained success.

Spotify Stream Growth Timeline

Pre-Challenge Track Performance

• July 17, 2024 (Release Date): “Keep Up” was released, generating 2,389 streams on its first day.

• July 25, 2024: Cumulative streams reached 966,243, averaging 96,385 streams/day during the first nine days.

Challenge Created Date

• July 26, 2024: Kaylaa launched a TikTok dance challenge for “Keep Up,” sparking immediate engagement and driving significant increases in daily streams.

Post-Challenge Track Performance

• July 30, 2024 (Four Days Post-Challenge): Daily streams peaked at 1.8 million, reflecting the song’s viral appeal on TikTok.

• August 26, 2024 (One Month Post-Challenge): Streams reached 15.2 million, adding nearly 14.3 million streams in just one month.

• December 28, 2024: Cumulative streams totaled 160.9 million, showcasing sustained growth and the long-lasting impact of the TikTok challenge.

Spotify Streams Over Time

This graph shows the Spotify streams of this track over time

Impact of the Challenge on Odetari’s Career

Odetari was already an emerging name in the music industry with a growing presence, but the TikTok dance challenge for “Keep Up,” launched on July 26, 2024, propelled him to new heights. This viral moment not only skyrocketed the song’s success but also drove an unprecedented spike across his social media platforms, solidifying his position as a rising star with long-term potential. The challenge introduced his music to millions of new listeners, creating a domino effect that boosted his following and engagement across Spotify, TikTok, YouTube, and Instagram.

Platform-by-Platform Impact

• Spotify: Odetari’s Spotify followers surged by 1.73M, reaching 3.78M by the end of 2024. This reflects an 83.73% annual increase, driven by the viral success of “Keep Up,” which attracted a broader audience to his catalog.

• TikTok: His TikTok following jumped by 1M, bringing his total to 2.9M by January 2025. TikTok’s viral culture amplified Odetari’s visibility, positioning him as a household name on the platform.

• YouTube: On YouTube, Odetari’s subscriber count grew by 1.21M, reaching 3.32M. This highlights his ability to translate short-form engagement into long-term viewership and fan loyalty.

• Instagram: Odetari gained 277.15K new followers on Instagram, totaling 724K followers by year-end. This increase highlights his ability to connect with fans on a more personal level, further expanding his reach.

The TikTok challenge for “Keep Up” not only boosted Odetari’s social media presence but also established him as a force to be reckoned with in the music industry. The dramatic spike in his following across platforms reflects the challenge’s ability to drive fan engagement and cement his reputation as a dynamic artist. With a larger and highly engaged audience, Odetari is now better positioned for future releases, collaborations, and branding opportunities, ensuring sustained success in an increasingly competitive industry.

This case study underscores the power of leveraging social media challenges to achieve exponential growth, demonstrating how Odetari turned a viral moment into a career-defining milestone.

TikTok Analytics

Key Metrics

• Total TikTok Posts Using the Audio: 1.6M

• Average Views (Top Videos): 306.2M

• Average Likes (Top Videos): 35.3M

• Average Comments (Top Videos): 400.2K

• Average Engagement (Top Videos): 13,699.5%

Top Creators Who Jump-Started the Challenge

• Kaylaa (Creator of the Challenge): 9.5M views, 968.8K likes, 23.6K shares.

• Charli D’Amelio (Most Followed Creator): 50.3M views, 5.6M likes, 68.7K shares.

• Davi (Top Contributor): 7.6M views, 834.2K likes, 7,106 shares.

This is a second part of this creators post of this challenge because the first one was taken down

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