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Case StudyFeeling Kinda Sad
OminousyL
This is the record that started it. OminousyL is Yukio Leo, our co-founder, and this was the first release we ever put through the clipper network. We weren't willing to sell a promotion service we hadn't tested on our own music first.
Why we ran it on ourselves first
Most promo services ask you to go first. We didn't want to do that. Before we charged anyone, we needed to know whether a network of independent creators making their own clips would actually move a record, or whether it would just produce a pile of views with nothing behind them.
Running it on a founder's own release meant we absorbed the risk of it not working. If the answer had been no, there would have been no company. The answer was 500+ creator clips and 21.7M views, which is what convinced us this was worth building a business around.
What this campaign tells you
This is a smaller campaign than Purple Sky, and that's deliberately useful. 400 clips is a realistic picture of what a focused run looks like, where Purple Sky at 5,000+ clips shows the ceiling when a campaign is pushed with no constraints.
The shape is the same at both sizes. Each clip is posted by a different creator to a different audience, so reach compounds across many small audiences rather than hitting one large audience repeatedly. That's the structural reason this works where a single big-account post usually doesn't.
Check it yourself
Open the Instagram audio page and count the videos. That's the whole argument.
A public sound page shows every video that has ever used the audio, which isn't the same list as the clips we paid for. Once a track gets traction, random accounts pile on by themselves and a few people always try to farm the campaign with bought views.
Those clips earned nothing. Every submission has to clear a 2% to 4% like-to-view ratio or better and pass bot scoring before any money is released. If you spot a video with 300,000 views and 40 likes, that's a stranger who wasted their own time. It never came out of this budget and it never counted toward the numbers above.
Other campaigns
- Purple Sky by Mahaji feat. eiksings, our benchmark, 10M+ streams and 5,000+ clips
- Yea by MJ Grizz, a client campaign that finished weeks ago and is still gaining views