Protoje

Marketing

Protoje released “Legend, Legend” in March, closely following the February debut of the Bob Marley biopic One Love. This timing capitalized on renewed global interest in Bob Marley and created a powerful cultural moment for Protoje’s tribute.

By aligning the release with Bob Marley’s birthday, the team leveraged worldwide celebration and increased media coverage to amplify attention and fan engagement.

With Protoje’s previous single reaching 30M streams, this campaign built on existing momentum and a strong audience base. Tying the story to Bob Marley’s legacy provided a narrative that resonated with both longtime reggae fans and new listeners discovering the genre through the biopic.

The label also provided compelling marketing drivers, including an official music video, composite image, a robust ad budget, summer tour dates, and promotional support from the International Cricket Council.

Because the record crosses multiple genres, the marketing team coordinated closely across DSP partnerships and internal teams worldwide — ensuring strategic alignment, priority placement, and effective communication throughout the release.

Results

• 14 playlist adds across Spotify, Apple Music, Amazon, TIDAL, Deezer, Audiomack, and SoundCloud

• Nearly 2 million combined streams and video views in the first week

• 1 playlist cover across Spotify, Amazon, TIDAL, and Audiomack

What Drove These Results

A strategically timed release aligned with global Bob Marley celebrations, combined with a strong narrative connection, active playlist pitching, and coordinated cross-team marketing efforts, enabled “Legend, Legend” to achieve rapid momentum — resulting in playlist adds across major DSPs and nearly 2 million plays within the first week.