Jason Derulo has been one of the artists most willing to test out new digital channels to market his music. AR app Taggar in 2014; Tinder and Smule in 2015; Musical.ly and Live.ly in 2016; and chatbots startup Octane AI in 2017.
And now… Derulo has teamed up with social startup Emoticast and messaging app Kik with a campaign for his new single ‘If I’m Lucky’ that features GIFs, emojis and bots.
Arranged through label Warner Music Group, the campaign has seen Emoticast create a dedicated emoji for Derulo that will be exclusive to Kik for four weeks.
Fans will be able to get customised GIFs and music through the emoji, while Derulo will also get to ‘take over’ Emoticast’s TuneMoji bot on Kik to interact with fans.
It’s one of the most high-profile artist partnerships so far for Emoticast, which we first wrote about in November 2015 when it raised $1.2m for what it described at the time as “the world’s first music emoji store”.
In March this year, the company followed up with a “super angel round” of $5m from investors including Sean Parker, Will.i.am, David Guetta, former Maker Studios boss Ynon Kreiz, and Napster co-chairman Jason Epstein.