Music Marketing Campaign

Approach

LightWave created a humorous, self-aware campaign for the single “Please Don’t Call My Phone.” The concept centred on parodying the chaotic world of modern music promotion: fictional label delays. exaggerated “we’re not ready to release your song” excuses, comedic sketches about being forced to make TikToks and attempt increasingly random content formats. We worked closely with video editor and creative consultant Malik to create a short-form content series released across Instagram and TikTok; intentionally leaning into current creator culture while highlighting the frustrations many artists feel. Each piece of content had a narrative arc, comedic timing, and a clear link to the upcoming release, making the campaign both entertaining and strategically effective. The tone was playful, satirical and meta. Designed to feel native to social platforms while still reflecting LightWave’s creative direction and Obi’s personal brand.