The idea driving this work was to support the transition of a viral independent artist, Neace Robinson, from social media fame to professional stardom. This was a "passion project" for TSR CEO Angelica Nwandu, who recognized that Robinson had a viral hit but lacked the capacity to produce a high-quality, polished music video. The goal was to take a chance on a new content lane for The Shade Room, moving beyond reporting on viral trends to actively creating musical content that helps rising artists achieve their potential.
To bring the project to life, the team focused on a plan of action that would elevate the emotional resonance of the song's lyrics, which deal with the pain of loss and the desire to speak with loved ones who have passed. The execution involved professional-grade cinematography and production design to match the song’s "superstardom" potential.
A central challenge was maintaining the raw, spiritual authenticity that first made the song go viral while providing the "polished" look expected of a major label music video. This project is unique because it represents TSR’s first foray into music and performance video production, leveraging our massive platform to act as a springboard for independent talent. Key insights not shown in the final edit included the strategic social media rollout across TikTok and YouTube to ensure the video reached both existing fans and new audiences simultaneously.
The music video was an overwhelming success, proving the viability of this new content lane. It reached 1.8 million views on YouTube and 1.7 million views on TikTok. Most importantly, the project directly resulted in gaining 6,400 new subscribers on YouTube. These metrics confirm that the audience is highly receptive to TSR-supported musical talent, achieving the CEO’s goal of helping a new artist rise through the potential of a viral hit.
Crossplatform performance: 11,953,843 views (YouTube: 7,757,141 + Social platform views: 4,196,693)