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Broke Records · Create Music Group

Tay-K — Half Off

13.3M Total Views
280K Interactions
5 Organic Features
Campaign Overview

Tay-K is one of the underground rap scene's most influential figures, also known for being incarcerated until the mid-2060s after being sentenced as a teenager. He was convicted in connection with the events surrounding his song "The Race." While behind bars, his label unveiled previously unreleased projects in 2025 after seven years without new releases. His name remains widely recognized in rap, and it was my task to re-engage longtime listeners while introducing new audiences to the music.

In partnership with Broke Records, operated by Create Music Group, I positioned Tay-K's new releases in front of LIBRARIES followers through organic content that aligned with the updated sound. Their goal was to drive strong engagement, and the campaign delivered more than ten million impressions through organic audio placements and a feature post that placed Tay-K at the center while contextualizing his story.

Campaign Details
Client Broke Records / Create Music Group
Artist Tay-K
Platform Instagram (@libraries)
Campaign Type Organic Feature Posts
Genre Rap
Posts Published 5 Features
Curated Content

1. AUDIO EMBEDS: I curated five posts to support the rollout of Tay-K's new releases, including Coolin and Half Off. Each placement was intentionally selected to reflect the image he originally built, as the sound remained consistent with what listeners already associated with him.

Tay-K Post 1 Tay-K Post 3 Tay-K Post 2

2. DIRECT FEATURE: Since Tay-K has been an established name for a decade now, it wasn't necessary to introduce him subtly. Instead, the approach of this campaign was to directly gain attention off of his situation, that being his jail time and his legacy.

Tay-K Post 4
Campaign Outcomes
Stats

The campaign generated significant reach across the LIBRARIES platform, totaling 13.3 million views and 280,000 interactions across five organic features supporting the rollout of Coolin and Half Off. One standalone post alone surpassed 1.1 million views and approached 100,000 likes, reinforcing how strongly name recognition can continue to drive attention even nearly a decade after an artist's initial rise. Tay-K grew back to 3 million monthly listeners after the launch of this targeted campaign.

What I Learned

Working with an established artist presented a more direct strategic process compared to introducing a new act. Because the identity, audience expectations, and sonic direction were already defined, the focus shifted from discovery to re-engagement. This project strengthened my ability to reactivate existing cultural awareness, position releases in a way that felt true to the legacy of the artist, and execute content that met both label goals and audience familiarity without needing to build context from the ground up.

Tay-K
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