From the credits to centre stage.
Nelly Baradi spent years as the best-kept secret in Nigerian music — the voice behind records by Seyi Vibez, Mohbad, Peruzzi, Timaya, Oxlade, Fola, and Bella Shmurda. Never announced. Never needed to be.
Born in Sapele and based in Lagos, Nelly is a singer-songwriter whose sound lives where Afropop meets R&B — warm, melodic, emotionally precise. Signed to Troniq Music Inc., she has spent two years quietly building a solo catalogue. Her 2025 debut Wake Up announced her arrival. High Me, released March 2026, confirmed it.
Nelly Baradi spent years as the best-kept secret in Nigerian music — the voice behind records by Seyi Vibez, Mohbad, Peruzzi, Timaya, Oxlade, Fola, and Bella Shmurda. With her solo single 'High Me' (March 2026), she was ready to step into her own light. The challenge: reintroduce a uniquely talented artist to industry and audience alike, build a coherent voice and visual world from scratch, and turn a release moment into a movement.
Pre-campaign reach across platforms.
Ongoing creative partners.
Creative Direction
Artist identity and aesthetic direction shaping how Nelly looks and sounds across every touchpoint.
Social Media Management
Full brand voice guide executed across Instagram, X, and TikTok in active collaboration with the artist.
Music Marketing
End-to-end release campaigns — strategy, narrative, paid media, and editorial coordination.
Content Production
Lifestyle and performance content captured in her element — intimate, authentic, worth watching twice.
The numbers, 11 days in.
Data window: March 27 – April 7, 2026. Campaign remains in active phase.
11 days post-release, 'High Me' had crossed 250K+ YouTube views and 300K+ Instagram views across the promotional period. Her X account grew from 3 followers to 136 — entirely from Slate Labs–written copy — and Spotify monthly listeners climbed 41% with the campaign still in active phase.
What we delivered.
Campaign Strategy
Full strategy, narrative, and artist brief for the 'High Me' rollout.
Brand Voice Guide
Conversational, understated, lowercase, Nigerian cadence — built into a repeatable system.
4-Phase X Rollout
Every line of copy written in-house, built from 3 followers up.
Press Release
Written and distributed on release day across music press and editorial contacts.
Paid Media
Meta (Instagram/Facebook) and YouTube campaigns engineered for reach and engagement.
DSP & Playlist Pitching
Editorial coordination with Apple Music and Spotify.
Content Production
Multiple rounds of lifestyle and performance content across her socials.
Live Activations
Mainland Block Party, Tempo Lagos, Play with MIA — the music as the handshake.