Amaarae – THE ANGEL YOU DON’T KNOW
Melanin Unscripted led Public Relations and Digital Marketing for Amaarae’s 2019 single ‘Like It’ and her debut LP ‘The Angel You Don’t Know’ in 2020, which currently is the most streamed album by a Ghanian artist in History with over 100 million streams across all platforms. Our efforts led to securing her global recognition in media from her groundbreaking Pitchfork review, scoring her the highest review for an African artist in Pitchfork history in 2020, to features in The New Yorker, The Fader, MTV base and beyond. Our efforts also led to her MTV EMEA nomination for Best African Artist in 2021. Beyond press we worked on DSP partnerships with streamers like Amazon Music and Audiomack securing several covers and editorial highlights. MU also developed her branding including starting her Tik Tok campaign – which facilitated her globally recognized Tik Tok viral banger ‘Sad Girls Luv Money’.