SPLIT DECISION EP
“SPRINTER” TAKES OFF
Through original TikTok content, Dave and Central Cee introduced 'Sprinter' to their respective followings. With over 300 million views, 'Sprinter' became the official sound of the summer, charting at #4 on the TikTok music charts.
With global support, the next strategic step was reintroducing Dave to US Pop and Hip Hop audiences.
BREAKING GROUND IN THE US
As the single caught fire in the UK, the duo earned endorsements from Kim Kardashian, Kylie Jenner, and JT (City Girls).
To increase visibility of the single, various narratives were employed, focusing on streaming number comparisons. Celebrity co-signs were also amplified across Pop and Hip Hop cultural accounts.
SONG OF THE SUMMER
Split Decision EP became the #1 project on the UK music charts. With traction from culturally relevant blogs and continued support from tastemakers in both the US and UK, “Sprinter” continued to gain momentum.
“Sprinter” became the longest running #1 Rap single in UK chart history at 10 weeks and RIAA certified Gold.