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Criminal Album Artwork

Criminal
Single Release Strategy

Our strategy behind the single, ‘Criminal’ by YZMN, was to come from a perspective of complete arrogance. That feeling or thought of “I will do whatever it takes and no one will get in my way.” Sharing a piece of yourself that’s actually in a lot of pain, but is too careless to admit it. We created a combined total of 60 posts and reels posting once a day for three weeks before the release and three weeks after the release for a total of six weeks of campaigning. This led to her most successful release at that time and a major connecting point for her fans.

Criminal release screen grab
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