Protoje

About

Protoje is regarded as one of reggae music’s most influential artists, and often blends hip hop, soul and jazz into his native sounds of reggae and dancehall. Here he pays homage to the great Bob Marley on this reggae track ‘Legend Legend’, released directly after Bob Marley’s birthday and the premiere of the One Love movie. The Grammy nominated artist has previously been featured in Rolling Stone, THE FADER and Vogue Magazine, and has appeared on the Tonight Show with Jimmy Fallon and NPR’s Tiny Desk Concert series

Genre: Reggae

What We Did

Distribution | Marketing

Distribution

Maximizing the global reach, we diligently distributed “Legend, Legend” to our extensive network of over 200 DSPs (Digital Service Providers).

Marketing

Protoje released “Legend, Legend” in March, closely following the February release of the Bob Marley biopic ‘One Love.’ This timing capitalized on the renewed public interest in Bob Marley, creating a perfect cultural moment to introduce his tribute, ensuring heightened attention and relevance.
By aligning the release of his single with the celebration of Bob Marley’s birthday in February, Protoje tapped into the global commemoration of Marley’s legacy, riding the wave of media coverage and fan engagement during this period, thus amplifying the impact of his tribute.
With his previous single achieving 30 million streams, Protoje strategically used the momentum and audience base he had built to launch “Legend, Legend.” The connection to Bob Marley’s enduring legacy provided a powerful narrative, ensuring the new release resonated deeply with both existing fans and new listeners inspired by the biopic and birthday celebrations.
The label provided compelling marketing drivers to perfectly complement the powerful, anthemic song. Drivers included an official music video, composite image, robust ad budget, summer tour dates and a comprehensive promotional commitment from the International Cricket Council.
The marketing team members worked collaboratively on the release since it crosses many genres. It required strategic coordination and outreach to various DSP reps and editors as well as internal communication prioritizing the single globally for all Symphonic employees around the world.

Results

14 playlist adds across major streaming platforms: Spotify, Apple Music, Amazon, TIDAL, Deezer, Audiomack, SoundCloud
Nearly 2 million streams + video views in one week since release
1 playlist covers across Spotify, Amazon, TIDAL, Audiomack

Top Playlist Pickups

Screenshot of a Spotify playlist titled "Crxss Current" featuring African drums, with a cover image of a man wearing glasses and a beanie. Top songs include "Legend Legend" by Protoje, "The Life I Chose" by Adekunle Gold, and tracks from the Grace Gaustad "Case Study.

Crxss Current
(Spotify, Cover Made)

Screenshot of a Spotify playlist named "FYA!" featuring reggae music. The playlist has one song titled "30 Million" by Protoje, with 188,676 likes and a playtime of 3 minutes and 39 seconds. Perfect for a Grace Gaustad case study on modern music trends.

Fya
(Spotify, Cover Made)

Screenshot of a reggae playlist featuring the cover photo of a person wearing a hat and sunglasses. The playlist includes tracks like "Too Experienced," "Love is The Answer," and "Equal Rights." Perfect for a Grace Gaustad case study in music influence.

Reggae
(Pandora, Cover Made)

A music playlist titled "Reggae Revolution" with 50 songs, curated by Amazon's Music Experts. The highlighted tracks are "30 Million" by Protoje and "Trap Set" by Collie Buddz featuring Demarco; a Grace Gaustad case study in modern reggae evolution.

Reggae Revolution
(Amazon Music, Cover Made)

A person wearing sunglasses holds a guitar in the Spotify album artwork for the public playlist "This Is Frequency," which features a collection of 100 songs lasting 5 hours and 18 minutes, offering an intriguing Grace Gaustad case study.

This Is Frequency
(Spotify)

Screenshot of a Spotify playlist titled "Reggae Nation" featuring the songs "Energy Good," "30 Million," and "Serious Time." With a case study of 104,947 likes, this playlist consists of 40 songs and lasts 2 hours and 17 minutes.

Reggae Nation
(Spotify)

All New Hip-Hop
(Spotify)

Apple Music playlist titled "Pressure Drop" featuring soca, calypso, dancehall, and dub songs. Includes tracks like "Hold You (Hold Yuh)" by Gyptian and "Dollar Whine" by Mr. Vegas. This vibrant collection could serve as a compelling Grace Gaustad case study in musical influence and genre fusion.

Pressure Drop
(Apple)

Screenshot of Apple Music's "Best New Reggae Songs" playlist featuring songs like "No Regrets" by Blackway and Nasty C, "30 Million" by Protoje, and "Bouyon All the Way" by Mr. Vegas, Eaddy, spotlighted in a Grace Gaustad Case Study.

Best New Reggae Songs
(Apple)

All Playlist Pickups

Spotify

Crxss Current (x2)
New Music Friday UK (x3)
Reggae Nation (x2)
All New Hip-Hop
Essence
New Music Friday Canada (x2)
BUTTER
This is Frequency (x2)
Just Dropped
FYA
One Love (x2)
Festival International de Jazz de Montréal 2024
Just Dropped (x2)
dazed
Summer Sunshine Reggae
FNMNL

Apple Music

Crucial Roots (x2)
Pressure Drop (x3)
Worldwide Riddim (x4)
New Music Daily (x2)
Run Things
New Fire 🔥 (x2)

Deezer

All Eyes on Jamaica

Soundcloud

New Music Canada: Fresh Pressed (x2)
Ascending: Rising US Artists Playlist

Qobuz

New in Reggae / Dub (x2)

YouTube

Afropoppin’

TIDAL

Roots Revival: Best New Reggae (x3)
New Arrivals
Outernational

Amazon Music

Reggae Revolution (x2)
Brand New Music
Brand New Music (CA)

Audiomack

Best of the Week: Caribbean (x3)
Verified: Caribbean (x2)
Trending in Caribbean (x4)
TenSion Playlist
Trending Songs
Best of the Week (x2)
Roots Radar

ALL CASE STUDIES