Marketing Strategy / Brand Partnerships
Spragga Benz is a Reggae and Dancehall legend. He began his career around 1991 where he quickly became an in-demand performer for numerous producers, including Bobby Digital, and hits followed with "Could a Deal" (produced by Winston Riley) and "Girls Hooray" (Steely & Clevie). A series of well-received singles followed, many included on his debut album, Jack It Up (1994). In 1999, he recorded a 'clash' album with Beenie Man, Two Badd DJs, and had a number one Jamaican hit single with "She Nuh Ready Yet (Hype Up)", which was also included on his third album, Fully Loaded (2000). This album featured duets with Lady Saw (on "Backshot") and Foxy Brown (on "Too Stoosh"), and was co-produced by house music legend Todd Terry. Benz was nominated for three awards at the first Caribbean Urban Music Awards, held in Jamaica in April 2008. un:hurd were commissions to perform a deep analysis of Spragga Benz's data across his social media and streaming platforms. The main task was to deliver a content strategy that would transform Spragga Benz's profile into one that's more suited to brand partnerships. Using affinity data we would also pull out key brands with a high affinity to Spragga Benz and his audience in order to pitch for more valuable brand partnerships.