Diamond in a Process
An emerging-artist release: debut EP Diamond in a Process, owned by the artist, moved through rain.labs distribution.
- Artist
- Jiire Smith
- Year
- 2026
- Location
- Abuja / Abu Dhabi
- Services
- Digital Distribution / Release Strategy / DSP Marketing
Context
Jiire Smith arrived with a finished EP, a hyper-specific catalogue (Bus 170) and a clear ownership ask, keep the masters, still reach the platforms.
Challenge
Emerging African R&B often gets pushed into label-first deals before the artist has proven the work. Jiire needed infrastructure without surrendering the catalogue.
Strategy
- 01
Distribute Diamond in a Process worldwide while Jiire retains ownership.
- 02
Lead with specificity, Abuja / Abu Dhabi story, rather than a generic “next R&B” pitch.
- 03
Sequence DSP editorial and press around the debut as a process, not a viral moment.
Creative
Portrait-led campaign language from the artist's own sessions, white studio looks, pink corner, open shirt, one visual world for the debut.
Distribution
rain.labs distribution into the major DSPs, artist-owned masters, playlist and press pitch built from the EP narrative.
Campaign
Apple Music Up Next, Middle East 
Today at Apple, Al Maryah Island: “Celebrate” performance 
Audiomack, Afro Soul cover 
Apple Music Browse: New Artists, Middle East 
Apple Music New Artists: Middle East, led by “Celebrate” 
Press portrait
Impact
#1
“Bus 170” on the iTunes R&B/Soul chart, UAE
Up Next
Apple Music Middle East 2023, the first African artist
1M+
Audiomack streams
650K
Spotify streams
Credits
- Distribution
- rain.labs
- Release Strategy
- rain.labs
Partners: Virgin Music (distribution partner)
Services delivered
- Digital Distribution
- Release Strategy
- DSP Marketing