Cashtime Life Records - #CashtimeNakedTruth

Challenge

There were a lot of negative rumours about a) how Cashtime Life Records operates, b) how it prioritizes its artists and c) misconceptions about the artists themselves. 

Solution

The label needed a creative and effective solution to address these issues using social media. That's how I came up with #CashtimeNakedTruth. The idea was to collaborate with leading SA music publications and music channels in conducting Twitterviews (like normal interviews, just on Twitter) with the label's artists.

Results

The 5 artists that took part in the week-long campaign received nearly 2 million impressions for their tweets and trended twice in South Africa. With the national media watching that week, DJ Vigilante even managed to use the platform to announce the release of his single featuring label-mate K.O, AKA and Nasty C.

Links to publications:

https://twitter.com/SowetanLIVE/status/728290954726117376

https://twitter.com/TimesLIVE/status/728186448743038977

https://twitter.com/yoMzansi/status/728550598111592449