Behind The Campaign: ’19 & Dangerous’

The strategy behind Ayra Starr's '19 & Dangerous'

Marlen · July 18, 2023

Understand the key elements of the campaign behind Ayra Starr’s debut album and how the Nigerian artist was established internationally. The information was provided to us first-hand by Ayra’s team at Platoon and Mavin Records.

What You’ll Learn:

  • How TikTok, traditional PR and effective pitching to DSPs was employed in tandem to raise the artist’s profile
  • How the team defined weaknesses in the campaign and the subsequent strategy to achieve their objectives
  • How the content strategy supported the campaign’s goals

About Instructor


Marlen is the Head of Marketing & Audience at Music Ally, where she leads on the development and execution of marketing strategy and marketing innovation services for artists and their teams. She’s helped artists across a range of genres, territories and audience sizes to fine-tune their digital strategy, build their fan community, and execute creative digital campaigns. Marlen started her career in the music industry working for Universal Music Group & Brands in Germany and Switzerland, before obtaining a Masters in Music Business Management at the University of Westminster in London. She’s a passionate fan of pop music and loves an empowering pop anthem.

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