Emmanuel Kelly
Case Study

Case overview

Emmanuel Kelly’s story begins with extraordinary adversity. Found as a baby in a box in a park during the Iraq War, severely injured by chemical warfare, Kelly spent his early childhood in a Baghdad orphanage before being rescued at age 7 by humanitarian Moira Kelly and brought to Australia for life-saving surgeries. His journey from survival to global stardom represents one of music’s most inspiring success stories.

The Campaign

Strategic Positioning

  • Brand Identity: Positioned Emmanuel as both an exceptional talent and inspirational figure
  • Market Approach: Focused on mainstream music platforms while highlighting representation
  • Content Strategy: Balanced performance content with behind-the-scenes storytelling

Multi-Platform Campaign Execution

1. Streaming Platform Optimization

  • Spotify artist profile enhancement and playlist targeting
  • YouTube content strategy and optimization
  • Cross-platform streaming campaigns

2. Media Relations & PR

  • Secured major media placements including Billboard and Rolling Stones feature
  • Developed press materials highlighting both talent and story
  • Strategic media outreach to music and mainstream outlets

3. Live Performance Strategy

  • Targeted high-profile performance opportunities
  • Focused on prestigious, globally televised events
  • Leveraged support slots with major artists (Coldplay)

The Results

Historic Achievement

🏆 FIRST differently abled performer at FIFA Club World Cup halftime show

  • Global television audience reach: 200-500 million viewers
  • Historic representation milestone achieved

Streaming Success

🎵 Spotify Performance:

  • 4,000,000+ streams on “My Sky”
  • Significant playlist placements
  • Growing monthly listener base

📺 YouTube Breakthrough:

  • 1,000,000+ views on “Hello – (Coldplay Support)”
  • 18.56% view rate (well above industry average)
  • Strong engagement metrics and subscriber growth

Media Coverage

📰 Major Press Features:

Industry Impact

  • Set new precedent for differently abled performers in mainstream events
  • Inspired industry conversations about representation
  • Opened doors for other differently abled artists

4M+

Streams on Spotify

1M+

Views on YouTube

536M+

Plays Across All Platforms

Conclusion

The Emmanuel Kelly campaign demonstrates the power of strategic positioning, authentic storytelling, and targeted execution. By focusing on Emmanuel’s exceptional talent while thoughtfully highlighting his inspiring story, TMMA successfully:

✅ Broke Industry Barriers: Secured the first differently abled FIFA halftime performance
✅ Achieved Mainstream Success: 5M+ combined streams and views across platforms
✅ Generated Global Recognition: Major media coverage including Billboard
✅ Created Lasting Impact: Established new representation standards in the industry

This campaign proves that with the right strategy and execution, artists can achieve both commercial success and meaningful cultural impact. Emmanuel Kelly’s journey from emerging artist to global performer showcases TMMA’s ability to identify unique opportunities and execute campaigns that resonate on both artistic and human levels.

Key Takeaway: Authentic storytelling combined with strategic marketing can break down barriers and create unprecedented opportunities in the music industry.