NAKKIA GOLD CASE STUDY
The Background:
Amid the profound influence of urban music and fashion on pop culture, Saban Music Group took an unprecedented step by signing Nakkia Gold, an R&B singer and songwriter from Los Angeles, as their first non-Latin artist. Collaborating closely with Saban Music Group and Nakkia Gold, our joint mission unfolded during the challenges posed by a global pandemic and ongoing racial unrest. Our objective was clear: to position Nakkia Gold as the hottest emerging R&B artist, embodying a resolute commitment to take a firm stance against inequality. This encompassed generating positive publicity around her releases, ensuring her presence at key industry events, securing performances across California, and spearheading impactful release parties and events.
The Challenge:
Navigating the early stages of her career as a signed artist without any music released, Nakkia Gold faced the challenge of defining her artistic identity and genre. Despite self-identifying as an R&B artist, her initial hit song, "Justice (Get up, Stand Up)," featuring Wiz Khalifa, Bob Marley, and the Wailers (3.9M on Youtube), carried a distinct hip-hop influence. In collaboration with Saban Music Group, we played a crucial role in working alongside Nakkia Gold to fortify her narrative and ensure a seamless alignment with her evolving artistic vision.
The Approach:
Our comprehensive approach involved daily outreach to a targeted media network comprising over 200 contacts post-releases. We meticulously crafted compelling press releases, PR proposals, bios, and Electronic Press Kits across multiple releases from 2020 to 2022. Additionally, extensive research was conducted on industry events throughout California and performance opportunities, particularly surrounding song releases. We played a pivotal role in securing press coverage for Nakkia Gold's song and music video releases, arranging artist interviews on both mainstream and indie hip-hop and entertainment publications. Spearheading talent management at events and performances alongside her, we actively strategize and ensure a cohesive and impactful presence in the industry.
The Results:
Our instrumental efforts played a key role in positioning Nakkia Gold as one of the most prominent rising talents from Los Angeles during the summer of 2022, particularly following significant collaborations with Jeremih and Pink Sweat$. Throughout the years, Nakkia Gold experienced substantial and positive growth, accumulating millions of views on her music videos and garnering approximately 300k new monthly listeners. We achieved this by securing extensive mainstream press coverage, forging impactful brand partnerships, securing performance opportunities at renowned music festivals, and attaining an impressive array of press placements.
Moreover, we established meaningful connections for Nakkia Gold with influential grassroots organizations such as the Social Justice Learning Institute, National Urban League, Black Child Development Institute, and Hip Hop Caucus. These partnerships resulted in Nakkia headlining paid performances at notable events like The JUSTICE Fest, World Peace Music Festival, LA County Fair, and LA Fashion Week. In support of these endeavors, we actively assisted with event coordination and management.