Background: In episode 4 of the tbs comedy series CHAD, our main character ‘discovers’ k-pop in his teenage journey to become popular and embraces it wholeheartedly to attempt to introduce it to his school.

Strategy: Tap into episodic content and break Chad through the fourth wall into our reality, and our pop-culture. We partnered with Warner Music Group and the K-Pop sensation AB6IX to ‘leak’ an exclusive debut of their song and music video for “Close”.

Responsibilities: I pitched and negotiated with Warner Music Group and their artist AB6IX to license their unreleased single and create a social campaign to ‘leak’ their music through our marketing campaign. I oversaw creative development, social rollout, and press coverage for the stunt.

Results: Chad’s post of the AB6IX exclusive went viral the week before premiere, drawing an influx of fan and critic reactions from the fandoms of K-Pop. Numerous music journalists and publications wrote about the stunt.