TROYBOI CELEBRATES HIS HERITAGE. Purpose Amplified The Legacy Worldwide
Campaign Overview
Purpose by AK spearheaded global PR and cross-cultural media strategy for TroyBoi’s Rootz EP, a deeply personal project which includes the release of “Kabhi,” honoring his mother through the iconic voice of Lata Mangeshkar. We bridged mainstream music journalism, tier-1 South Asian media, and core electronic press to frame the release as both an emotional tribute and a landmark fusion of South Asian heritage and global bass culture.
Media & Channel Reach
Key Highlights & Placements
Mainstream & Tier-1 Features: Secured inclusions in Billboard’s Best New Music alongside in-depth profile coverage in Forbes, Notion UK, and Outloud Culture.
Global Broadcast & South Asian Media: Landed major features on BBC Asia, Rolling Stone India, Homegrown, Zee News India, Bollywood Bubble, The Brief India, and DesiBlitz.
Core Electronic Outlets: Placed reviews and editorial features across EARMILK, EDM.com, We Rave You, SE7EN, Trap City, and EDM Nomad.
High-Impact Social & Video Activations: Locked in dedicated viral video features on Beatport alongside co-branded launches with Rolling Stone India, The Brief India, Just Hit Songs, Notion, EARMILK, and Trap City.
Key Results
Cross-Market Reach: Connected Western dance press with major South Asian news outlets and global radio.
Story-First Approach: Framed the campaign around TroyBoi’s tribute to his mother and Lata Mangeshkar, making it a cultural story rather than just another EP drop.
100% Hit Rate: Landed every targeted press feature, radio spin, and social collab on the release schedule.
Release-Week Momentum: Kept the music front and center all week through aligned editorial pieces, radio plays, and co-branded social posts.
Strategic Impact
BRIDGING HERITAGE AND BASS CULTURE
Rolling out a project that fuses South Asian vocal history with heavy bass takes real cultural awareness. We put TroyBoi’s personal story at the heart of the campaign, securing coverage across mainstream news, key Indian publications, and electronic music's biggest outlets.
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