Omah Lay
Project: Boy Alone
Client: KeyQaad (Nigeria) / Warner Music UK
Role: UK marketing, project management, creator campaign, brand development
Omah Lay is a household name amongst the black diaspora around the world, but with a new album in the works he wanted to make more of an impact in the UK. A market which can influence the trajectory for an African artist.
From working on his campaign for one year, he’d achieved significant momentum across the UK’s traditional media, cultural commentators and fans on social media alike.
This including cover interviews with Wonderland Magazine and Glass Man magazine, radio interviews on BBC 1Xtra and Capital Xtra, as well as a headline show in London which created conversations around the world. Not only that but there’d been 20% growth in his UK music sales audience.
Omah Lay for Tyler, The Creator’s inaugural Louis Vuitton collection
International Impact
During Omah Lay’s headline show in London, there was an onstage interaction with a fan which went internationally viral. We’d amplified this with creator partnerships to create more of a talking point globally for Omah Lay. The success of this included recognition and interaction from one of the world’s biggest streamers, Kai Cenat, as well as the likes of Davido and Burna Boy.
