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They Cloned Tyrone x Erykah Badu
Category
Film Marketing, Music Marketing
Services/Role
Campaign Management, Talent Outreach, Talent Management, Brand Partnership, Social Contest Curation, Public Relations Management, Content Curation
Press
Press
Press
Press
Press
Press
Press
Press
Press
Spotify
Apple Music
Insight:
No one has made the name "Tyrone" more popular than Erykah Badu after freestyling it in '97 during a live performance (in D.C.), leading to the song going viral and eventually being included on her album. Erykah recreated the popular song for They Cloned Tyrone end credits.
Our biggest challenge for this project was to find a way to partner with Erykah while she was in the middle of a domestic tour. However, one of her tour stops aligned with the films launch window. John Boyega one of the films co-stars was also a huge Erykah Badu fan.
Opportunity:
The film perfectly sat at the intersection of Black culture, science-fiction spectacle, and sophisticated comedy. Erykah Badu was the perfect person to amplify the film as she's the epitome of Black Excellence, Afrofuturism, and sophistication. Her sense of humor lent itself to the film's narrative and the overall film campaign direction.
Idea:
Lean into what Erykah already had in the works to complement her brand just as much as our film.
Tap into the Netflix ecosystem to amplify the partnership, creating impactful awareness and conversation within culture and amongst Erykah Badu fans.
