JOEY B

BACKGROUND
Ghanaian rapper Joey B wanted to release a collection of alternative rap songs. The aim was to use this to provide entertainment for her fans during COVID-19 lockdown and also reach new audiences.


CONCEPT
We painted the picture of an alternative, culture forward musician - a story that would help him connect with alternative rap music lovers across the African continent and beyond. We worked with media and digital partners Apple Music, AudioMack and Native Mag as well as individual curators to achieve this.


RESULTS
No.1 EP in Ghana and Nigeria
Multiple stories on Native Mag, Fader and Harmattan Rain
Digital Content with Radr Magazine
Featured on over 20 individual playlist curators across Africa