Ugly Andz / Blu "Yo Bunny" Pre-Release TikTok Challenge Case Study

Leveraging a Pre-Release Strategy to Build Anticipation, Spark Curiosity, and Achieve Over 72 Million Streams in 7 Months

Executive Summary

On May 29, 2024, the track was officially released, but its momentum had already begun days earlier with the launch of a TikTok challenge by a creator on May 25, 2024. The challenge used a sample audio snippet, creating anticipation and generating interest among TikTok users before the track’s debut.

This strategic timing allowed the song to make an immediate impact, accumulating 39,336 streams on its release day. Within three days, streams surged by 528.34%, reaching 247,163, and by the end of the first month, cumulative streams exceeded 9.3 million, reflecting an extraordinary 23,568.58% growth over the initial streams.

By the end of 2024, the track had amassed an impressive 72 million streams, demonstrating the power of combining a pre-release TikTok challenge with a new song launch. This case study highlights how a well-timed social media strategy can maximize exposure and ensure long-term success.

Spotify Stream Growth Timeline

Pre-Release Challenge Performance

• May 25, 2024: A TikTok creator launched a dance challenge using sample audio, sparking early interest and building anticipation ahead of the track’s release.

Track Release

• May 29, 2024 (Release Date): The track debuted with 39,336 streams, showcasing the initial impact of pre-release TikTok activity.

Post-Release Track Performance

• June 1, 2024 (Three Days Post-Release): Streams surged to 247,163, reflecting a 528.34% growth over the release day streams, with an average daily growth of 92.95%.

• June 28, 2024 (One Month Post-Release): Streams skyrocketed to 9,310,274, a remarkable 23,568.58% growth over the initial release streams, with an average daily growth of 22.89%.

• December 28, 2024 (End of Year): Cumulative streams totaled 72,031,428, representing an astonishing 183,018.33% growth since the release date.

Spotify Streams Over Time

This graph shows the history of the Spotify streams for this track

Impact of the TikTok Challenge on Ugly Andz's Career

A Pre-Planned Viral Moment

Ugly Andz's TikTok challenge for "Release Title" exemplifies how launching a challenge before a song’s release can generate excitement and exponential exposure. By creating anticipation, the pre-release challenge laid the groundwork for an impactful debut. The strategy ensured that when the track dropped, it was met with an already-engaged audience, eager to participate and amplify the song's reach.

Skyrocketing Monthly Listeners

• Before the Challenge: Ugly Andz averaged 21,566 monthly listeners, reflecting a modest but steady audience.

• Three Days Post-Challenge: Monthly listeners surged to 50,106—a 73.53% growth—indicating immediate interest sparked by the TikTok challenge.

• One Month Post-Challenge: By June 24, 2024, monthly listeners had skyrocketed to over 1 million, marking a staggering 3,482.92% increase.

• End of Year: By December 28, 2024, monthly listeners reached an incredible 2,081,264, growing by 7,108.09% compared to pre-challenge levels. The viral effect of the TikTok challenge not only provided an immediate boost but also ensured long-term engagement, solidifying Ugly Andz’s presence as a streaming powerhouse.

Graph of Monthly Listeners Over Time

This graph shows the history of this Artist's Spotify Monthly Listeners

Transforming Social Media Presence

The challenge’s success extended beyond streaming metrics:

• Spotify Followers: Grew from a modest base to 23,687 by the end of the year, highlighting increased platform engagement.

• TikTok Followers: Climbed to 668,300, showcasing how the challenge drove social media interest and participation.

• Instagram Followers: Increased significantly, with a yearly growth of 44.8K, reinforcing the artist’s broader appeal.

• YouTube Subscribers: Saw a rise to 14,400, marking a sustained audience expansion across multiple platforms.

Positioning Ugly Andz for Long-Term Success

The pre-release challenge for "Release Title" proved to be a masterstroke in combining content strategy with musical release. By seamlessly integrating a viral moment with the track’s debut, Ugly Andz turned a modest following into a devoted, expansive fanbase. The result is a career-defining moment that has positioned the artist not just as a participant in the industry but as a creator of trends.

This success story highlights the value of strategic planning in launching viral campaigns. The challenge before release was not just a marketing tactic—it was a transformational moment that propelled Ugly Andz into mainstream recognition and ensured continued success across streaming and social platforms.

TikTok Analytics

Key Metrics

• Total TikTok Posts Using the Audio: 1.4M

• Total Views (Top Videos): 627M

• Total Likes (Top Videos): 71.8M

• Total Comments (Top Videos): 518.1K

• Total Engagement (Top Videos): 57,984.3%

Top Creators Who Jump-Started the Challenge

• Blu (Creator of the Challenge): 783.7K views, 117.9K likes, 2,854 shares, 436 comments.

• Katteyes (Top Contributor): 24M views, 3.3M likes, 30.3K shares, 194.1K comments.

• AugustoGimenez (Top Contributor): 20.5M views, 2.6M likes, 6,719 shares, 7,166 comments.

This is the original video of the creator who created this challenge on May 25, 2024

Final Thought

Planning a TikTok challenge ahead of a song’s release creates a perfect storm of excitement, curiosity, and momentum, ensuring a strong debut and sustained success. By building anticipation, a pre-release challenge not only captivates potential listeners but also boosts initial streams, making the track instantly recognizable and shareable. This strategy aligns with the future of the music industry, which is increasingly shaped by social media's power to dictate trends and amplify talent.

Social media is now the ultimate recipe for success, enabling established artists to maintain their dominance while providing emerging talent with a direct path to find and connect with their audience. As platforms like TikTok continue to bridge creativity and music, pre-release challenges will become an essential tool for artists to maximize their reach and cement their place in a competitive industry. Written by: Nick Breen, Founder & CEO of CollabVerse Media