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Sound-First Content Drives Everything

Short-form platforms (TikTok, Reels, Shorts) reward audio that matches trends, pacing, and relatable moments.

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Behind the Scenes

Explore how top campaigns are built from briefing creators to content approvals, delivery, and optimization for performance.

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Tom Grennan · O2 Arena London

Universal Music Group

124K

Views

6.2%

Followers

6.2%

Likes

O2 Arena London

Micro UGC Activation

Organic Fan-Led Content

Creator Connect ran a micro UGC activation at Tom Grennan’s sold-out O2 Arena show in London, capturing authentic fan-led content across 4 videos. A lean, targeted activation that delivered 124K views and a 6.2% engagement rate — proving that genuine live moments don’t need scale to drive meaningful organic reach.

Tom Grennan · O2 Arena London

Universal Music Group

124K

Views

6.2%

Followers

6.2%

Likes

O2 Arena London

Micro UGC Activation

Organic Fan-Led Content

Creator Connect ran a micro UGC activation at Tom Grennan’s sold-out O2 Arena show in London, capturing authentic fan-led content across 4 videos. A lean, targeted activation that delivered 124K views and a 6.2% engagement rate — proving that genuine live moments don’t need scale to drive meaningful organic reach.

Karol G and Tïesto · Contigo

Interscope Records

942K

Views

7.6%

Followers

7.6%

Likes

Live Event Creator Activation · London

Couples Content · Template Format

Interscope Records

Creator Connect ran a live event creator activation in London to support Karol G & Tïesto’s ‘Contigo’, deploying 4 couples across a templated content format designed to drive organic reach. 8 creators generated 942K views and a 7.6% engagement rate — a culturally resonant activation that matched the track’s energy and audience.

Mumford and Sons · O2 Arena London

Start date - 2025

1.7M

Views

54K

Followers

54K

Likes

O2 Arena London · Island Records

Stranger Things Cast

1.7M Views · Single Creator Activation

Creator Connect placed Stranger Things actress Amy Beth Mcnulty at Mumford & Sons’ sold-out O2 Arena show in London, generating 1.7M views and 54K engagements from a single video. A precision creator placement that drove mass reach through cultural crossover — connecting Mumford & Sons’ live moment with a new generation of fans.

Rise Festival 2025

Start date - December 2025

65M

Views

6.01%

Followers

6.01%

Likes

37 Creators · TikTok & Instagram

330 Live Posts · Dec 2025

French Alps Ski & Music Festival

Creator Connect ran a creator campaign for Rise Festival 2025 across TikTok and Instagram, deploying 37 gifted and paid creators across a month-long activation ahead of the ski and music festival in the French Alps. 330 live posts delivered 65M views and a 6.01% engagement rate — driving a 26% year-on-year increase in ticket sales.

Mumford & Sons

White Blank Page

702K

Views

7.1%

Followers

7.1%

Likes

Classic Track TikTok Revival

Island Records · 8 Creator Placements

Bringing a Timeless Track to a New Generation

Creator Connect ran a TikTok campaign to reintroduce Mumford & Sons’ ‘White Blank Page’ to a new generation of listeners. Just 8 carefully placed creators drove 702K views and a 7.1% engagement rate — proving that the right creative brief can bring an all-time classic back into cultural conversation on platform.

Tre Reynolds

Don’t Go

3.7M

Views

+270%

Followers

+270%

Likes

Full Release Cycle · Pre, During & Post

Micro Creators & Community Pages

Disorder Group

Creator Connect supported Tre Reynolds’ ‘Don’t Go’ across the full release cycle — from pre-release community building through to post-launch activation. Working through micro activations and artist community pages, the campaign delivered 122 videos, 2.0M views, and a 270% increase in sound creates, driving genuine fan-led momentum for the Disorder Group release.

Joss Dean

Was I Loved?

1.6M

Views

+2,830%

Followers

+2,830%

Likes

+2,830% Growth in Sound Creates

Micro + Macro + Fan Pages + Paid

Full-Funnel TikTok Campaign

Creator Connect ran a full-funnel TikTok campaign for Joss Dean’s ‘Was I Loved?’, combining micro creator activations, a macro placement, fan page management, and paid spend. The multi-channel approach drove 1.6M views across 42 videos and a 2,830% increase in sound creates — one of the strongest sound growth results across any campaign in our portfolio, delivered for Material Music.

Mulaa Joans

Love Better

2.0M

Views

6.1%

Followers

6.1%

Likes

Micro, Macro & Mega Creator Mix

2M Views Across Just 18 Videos

Atlantic Records

Creator Connect ran a TikTok music-first influencer campaign for Mulaa Joans’ ‘Love Better’, delivering 2M views across just 18 videos — one of the most view-efficient campaigns in our portfolio. A carefully cast mix of micro, macro and mega creators delivered a 6.1% engagement rate, driving strong organic momentum for the Atlantic Records release.

David Guetta

Gone Gone Gone

2.0M

Views

6.5%

Followers

6.5%

Likes

#11 UK Singles Chart

Billboard Dance/Mix Show Airplay #1

Atlantic Records · Ft. Teddy Swims & Tones and I

Creator Connect ran a TikTok influencer campaign for David Guetta’s ‘Gone Gone Gone’ featuring Teddy Swims and Tones and I — a track that hit #11 in the UK and reached #1 on Billboard’s Dance/Mix Show Airplay chart. Across just 12 videos, the campaign delivered 2M views and a 6.5% engagement rate, driving platform momentum for one of Atlantic Records’ biggest dance releases of 2025

Charli XCX

Dying For You

6.3M

Views

+543%

Followers

+543%

Likes

Top 40 UK Singles Chart

From Charli’s 3rd #1 Album

Wuthering Heights Companion Album

Creator Connect ran a TikTok influencer campaign for Charli XCX’s ‘Dying For You’, taken from her Wuthering Heights companion album — her third consecutive UK #1 record. Across 14 dance creatives, the campaign drove 6.3M views, a 7.49% engagement rate, and a 543% increase in sound creates — contributing to the track’s Top 40 UK chart placement.