PR Campaign, Strategy & Visibility Highlight

During the summer, BTM Inc. partnered with director Ian Kimanje and featured talent SugaCayne, to expand the Carnival: They Can’t Steal Our Joy, documentary`s cultural footprint across Canada.

BTM Inc. helped transform the film’s Canadian premiere into a cultural moment — amplifying its reach and impact.

The film secured coverage across major outlets such as; CityNews, CBC Radio, Global News, and more — cementing its place in Canada’s cultural conversation.

Rather than chasing trend-driven virality for the digital marketing strategy, BTM implemented a story-first framework that centered on lived experience, cultural context, and intentional rollout. This included narrative development, content sequencing, audience positioning, and organic amplification across digital platforms — allowing the work to resonate deeply and travel widely.

Performance & Impact

PR Campaign, Strategy & Visibility Highlights

In 2025, BTM Inc. partnered with 3rd Verse Records to build the label’s digital presence and prepare the foundation for its debut album, LYFE, and biennial live activation, Jollof N Jam.

Within the first 6 months, BTM Inc. grew 3rd Verse Records’ Instagram community by nearly 50%, cultivating an engaged audience of 1,200+ followers. Content reached 20,000+ unique users and generated 76,000+ views, with engagement rates more than five times the industry average. Beyond reach, the strategy converted curiosity into action — driving thousands of profile visits, hundreds of link clicks, and sustained community conversation.

This early growth laid the groundwork for the successful rollout of LYFE and the multi-channel promotion of Jollof N Jam, transforming Alberta’s first Afro-Fusion collaboration album into a recognized cultural project.

Rather than relying on isolated promotional moments, BTM Inc. executed an integrated digital marketing and PR strategy across Instagram, YouTube, and regional media platforms. Over seven weeks, the campaign amplified both the music and the movement behind it — blending data-driven performance with culturally rooted storytelling.

Performance & Impact

- 231K+ views across digital platforms

- 86K+ global reach

- 4,252 engagements, significantly exceeding 2025 industry averages for emerging music accounts

- 50%+ Instagram growth with a highly engaged community

- Secured multi-city media coverage, including a CBC feature, a Calgary Herald article, multiple radio and podcast interviews, and provincial radio rotation across Montreal, Vancouver, Toronto, and Calgary.

PR and Digital Marketing Campaign

BTM Inc. partnered with Annabel Oreste, a Haitian-Canadian R&B artist and 2025 Grand Prize Winner of Canada’s Walk of Fame RBC Emerging Musician Program, to support her transition from emerging talent to nationally recognized artist through strategic storytelling, PR, and digital marketing.

BTM Inc. led a story-first rollout around Annabel’s releases HERO and I CARE, positioning her as a rising voice in Canadian R&B whose music invites listeners to embrace vulnerability, emotional openness, and softness. Rather than relying on surface-level promotion, the campaign focused on narrative clarity, intentional content sequencing, and culturally resonant media placement.

This approach extended across digital marketing, playlist strategy, PR outreach, and ad campaigns allowing Annabel’s story to resonate both online and in real-world spaces.

BTM Inc. created a cohesive, storytelling-led campaign that transformed releases into cultural moments — demonstrating BTM Inc.’s ability to guide artists from emerging visibility to national recognition with measurable impact.

Performance & Impact

- 60K+ streams generated for I CARE within weeks of release

- 250K+ total digital views across Instagram, YouTube, TikTok, Shorts, and Reels

- National television coverage, including The Social and eTalk

- Multiple radio rotations across Montreal and Toronto

- Playlist placements across major editorial and independent platforms

- In-person media, podcast, and radio interviews across Ontario and Quebec

PR Campaign Highlights

During the Summer we partnered with Afro-fusion artist CHXXX for his summer tour. While CHXXX was on tour, BTM secured media coverage — proving you don’t have to pause your craft to build your media presences.

We amplified our client’s voice beyond the stage, landing features across community-driven platforms that positioned him as both an artist and a cultural leader.

While working with BTM, CHXXXs personality reached new audiences with ease — turning visibility into authentic connection.

Performance & Impact

- Secured media coverage across all major touring cities

- 8 media placements across Ontario and Quebec

- 3 playlist adds, including The E! List by Exclaim!

PR Campaign Highlights

Perpie was BTM Inc.’s very first client, setting the foundation for the agency’s approach to artist visibility, cultural storytelling, and long-term impact.

Perpie’s debut album, Ije Awele, earned provincial and national recognition, with features on CBC’s Eyeopener, CTV Calgary, Calgary Herald and rotation on CBC’s Saturday Night Jazz — early proof of BTM Inc.’s ability to position artists for meaningful, lasting visibility from the outset. The album has since surpassed 100K+ streams, demonstrating sustained audience engagement beyond its initial release and Perpie has been continuously mentioned in media due due to BTM Inc. media outreach.

A few years later, Perpie returned to rehire BTM Inc. to support her live performance project, Roots In Motion — a jazz-forward, culturally rooted event blending music, movement, and community storytelling.

With only two weeks to support the project, BTM Inc. delivered targeted PR and media outreach, securing coverage on CTV Calgary’s Morning Show and CBC Radio, successfully elevating the event’s profile within Calgary’s cultural and jazz landscape.

Performance & Impact

- Provincial and national media coverage, including CBC’s Eyeopener, CTV Calgary, and CBC’s Saturday Night Jazz

- 100K+ streams for Perpie’s debut album Ije Awele

- Re-engagement and repeat partnership, with Perpie rehiring BTM Inc. for Roots In Motion

- CTV Calgary Morning Show feature secured within a two-week campaign window

PR Campaign Highlight

Grammy-nominated songwriter and producer Roy Hamilton III is an established force in the American music industry. However, prior to working with BTM Inc., his Canadian presence and business footprint were largely unknown, despite owning a Canadian company and being based in Canada.

BTM Inc. designed and executed a strategic PR campaign to reintroduce Roy to Canadian audiences and position him within the national cultural and industry conversation. Through intentional narrative framing and targeted media outreach, BTM Inc. transformed visibility into meaningful opportunity.

The campaign secured high-impact coverage across Billboard Canada, Tha Headline, CBC Radio’s Fresh Air, and national television on The Social — elevating Roy’s profile across both industry and mainstream platforms.

Rather than treating press as exposure alone, BTM Inc. focused on conversion-driven visibility, ensuring coverage supported audience growth and discovery across Roy’s digital ecosystem.

BTM Inc. created a life-changing visibility campaign that positioned Roy Hamilton III within Canada’s cultural landscape — proving how BTM Inc. turns strategic PR into real growth, relevance, and momentum.

Performance & Impact

- Billboard Canada, Tha Headline, and CBC Radio (Fresh Air) features secured

- National television appearance on The Social

- 7,000+ new followers gained through PR-led visibility

PR & Digital Marketing Campaign Highlights

During the summer, BTM Inc. partnered with Candice and Dwayne Dixon of SugaCayne to support their Carnival Arts summer tour and retail activations, developed in partnership with Holt Renfrew, director Ian Kimanje, and various local organizations across Toronto and the GTA.

This marked the second consecutive year BTM Inc. worked alongside the SugaCayne team to support their collection launch and community activations, celebrating and honoring the legacy of Carnival Arts through fashion, storytelling, and public engagement.

BTM Inc.’s primary role focused on content management, narrative development, and conversion systems — ensuring SugaCayne’s cultural storytelling translated into real business opportunities and partnerships, not just attention.

Rather than producing one-off content, BTM built a cohesive narrative system that aligned digital storytelling with retail activations, media moments, workshops, and inbound inquiries. This allowed SugaCayne’s platforms to function as growth tools, supporting long-term positioning and partnership readiness.

In 2024, BTM Inc. supported SugaCayne and Toronto Metropolitan University for the first-ever Carnival Arts Showcase, securing local media coverage with NOW Toronto and SHARE. As a result of the strong online positioning and storytelling strategy supported by BTM Inc., the project gained national attention — culminating in a feature on The Social. BTM Inc. led segment preparation, ensuring the story translated effectively for national television.

This national visibility laid the groundwork for 2025, where BTM Inc. expanded support to include digital marketing and performance-led storytelling, allowing both campaigns to scale further while maintaining cultural integrity.

The story-led campaign that positioned SugaCayne as leading Carnival Arts educators, innovative designers, and a boutique centered on diasporic narratives — demonstrating BTM Inc.’s ability to translate culture into sustained visibility across community, media, and digital platforms.

Performance & Impact

- Brand reactivation: Revitalized an inactive Instagram account (under 3,000 followers), achieving 34,145 reach and 128,367 profile views in one month — 4× above industry benchmarks

- Sustainable growth: 85% organic engagement, with only 14.8% of traffic from paid ads, demonstrating long-term traction through content strategy

- Audience growth: 8.2% follower increase in one month (approximately 3× the industry growth rate)

- National media exposure: Coverage spanning local press to national television, positioning SugaCayne for continued growth

PR Campaign Highlights

BTM Inc. partnered with Grammy-nominated artist and cultural activist Mumu Fresh to support a time-sensitive visibility opportunity through strategic PR and media outreach.

With only seven days to execute, BTM Inc. moved quickly to secure high-impact media placement, transforming a last-minute request into a meaningful cultural moment. The campaign resulted in a feature on eTalk and radio rotation on 94.9 FM, elevating Mumu Fresh’s presence in Canada.

Rather than treating speed as a compromise, BTM Inc. applied the same story-first approach used across longer campaigns — ensuring the coverage aligned with Mumu Fresh’s values, artistry, and cultural leadership.

This PR rapid-response win reinforces BTM Inc.’s ability to turn urgency into intentional, high-impact exposure for purpose-driven artists.

Performance & Impact

- eTalk feature secured within a 7-day window

- Radio rotation on 94.9 FM

- Demonstrated ability to deliver fast, strategic visibility without sacrificing narrative integrity