Case study: Tyla — Album Unfolds Through Multiple Performances

Campaign Figures

Data cut-off 03.09.2026. CPV = CPM ÷ 1,000. This is a reward rate with eligibility conditions and limits, not the actual cost of the entire campaign. Fund does not equal expenses. Views are a total counter, not unique reach; approved works are counted separately. Views do not equal unique reach or sales. Conclusions about marketing mechanics are an editorial analysis; the presence of a campaign around a brand does not necessarily mean direct placement by the brand.

Instead of a single universal advertisement for the new album, Tyla’s campaign offered a whole set of source materials. Creators could work with the first live performance of That Girl on TODAY, a Chanel video, and the Is It Love performance. The task was simple: find the best moments, turn them into short posts, and maintain interest in A*POP through different facets of the artist.

Multiple sources allow for changing the emotional emphasis while maintaining attention on one album. Editing highlights can showcase different performances and find a unique short story in each. For a music brand, this is a useful variety: the campaign does not depend on a single promotional video. One viewer will notice the performance of a specific song, another — the artist’s presentation in a different stage situation. The overall release ties these introductions together. The creator’s task is to choose a moment that clearly conveys the character of the material and generates interest in the music beyond it.

Are you preparing an album and have already filmed several performances or videos? Gather them as the basis for a video clipping campaign on VibeVO, so creators can find different entry points into your release.