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In today’s ever-evolving music industry, artists must do more than drop a song to stand out—they must create experiences.The noise is constant, competition fierce, and attention fleeting. Success hinges on crafting moments that linger long after the beat fades. For Tony Tru’s latest single, ‘Family Fight,’ this philosophy became the cornerstone of an unforgettable campaign.
At unmatte™ Creative Agency, we don’t just promote tracks—we build cultural moments. Tony Tru, also affectionately known as Uncle Tony, came to us with a clear mission: to turn his deeply personal track into something fans wouldn’t just hear but feel. From strategy to execution, this was about more than music; it was about storytelling, connection, and crafting a movement that resonated on every level.
Here’s how we did it.
The Spark: The Meaning Behind ‘Family Fight’
Every song starts with a story. For Tony Tru, the story behind Family Fight was deeply rooted in his reality. “There ain’t no fight like a family fight,” he laughed, during our first meeting. That single statement was packed with meaning—relatability, humor, and a universal truth that audiences could instantly connect with.
We dove into the concept. Family fights are messy but familiar. They’re loud but often filled with love. The tension, chaos, and emotion of family dynamics make for stories that everyone can see themselves in. For Tony, the song wasn’t just a bop—it was a soundtrack to those moments when things get heated, but the bonds stay unbroken.
Tony’s vision for Family Fight was clear: “I want people to play this song after a Thanksgiving dinner argument or a wild Sunday cookout. It’s loud, it’s cathartic, and it’s still funny.” That sentiment became our guiding light.
From the jump, we knew this project would only succeed if we captured that feeling—the messiness, the humor, and the heart—through a rollout campaign that pulled fans directly into Tony’s world.
Step One: Crafting the Creative Blueprint
Great campaigns don’t happen by accident. They’re meticulously designed, step-by-step, to engage, excite, and deliver results. Our process began with a foundational question to Tony: “What’s the vibe?”
We spent hours talking about his sound, his fans, and his vision. By the end of that session, the core themes emerged:
Relatability: Every family has fights, and that’s what makes this song universal.
Energy: The song hits hard, and so would the visuals and marketing.
Personality: Fans had to see the real Tony Tru—funny, raw, and authentic.
Armed with these themes, we crafted a step-by-step blueprint for the Family Fight rollout:
Build Anticipation: Tease the story, sound, and visuals to get fans talking early.
Create Engagement: Make the audience a part of the campaign through interactivity.
Show the Process: Share behind-the-scenes (BTS) content to humanize the project.
Launch with Impact: Drop the track, visuals, and content in ways that demanded attention.
Teasing the Chaos: Building Anticipation
Rollouts are like movies—you need a trailer before the big release. Our first move was to build intrigue. We wanted fans to feel the chaos and humor of Family Fight before they even heard the full song.
Teaser Content
We kicked off the campaign with cryptic teasers that hinted at the theme:
GIF Series: Dramatic, hilarious moments of family fights—exaggerated head turns, cutlery hitting the table, and exaggerated oh no they didn’t reactions.
15-Second Sound Clip: A portion of the track’s chorus paired with captions like “Dinner just got loud.”
Visual Tease: A snapshot of the music video’s puppet family sitting around a chaotic dinner table.
Fans instantly responded. Social media lit up with stories about Thanksgiving disasters, Monopoly board flips, and sibling rivalries. We leaned into this energy, resharing DMs, fan comments, and memes sparked by the teasers.
Interactive Build-Up: Getting Fans Involved
Music is a two-way conversation, and fans want to be part of the story. Engagement was key to building a connection between Tony Tru and his audience.
Lyric Snippets and Relatable Prompts
We rolled out snippets of the song’s most relatable lines, paired with engaging captions. Fans reposted, quoted, and argued over their favorite parts:
“Somebody put they hands on you, you better hit they a* back.”*
Prompt Posts: “What’s the wildest family fight you’ve ever witnessed?” The comments were comedy gold—and we made sure to highlight the best responses.
Polls and Stories
On Instagram Stories, we dropped fun polls:
“Who wins the most family fights? Mom or Dad?”
“Which game starts the most arguments: Uno or Monopoly?”
The audience felt seen, heard, and involved. This wasn’t just Tony Tru’s song anymore—it was their song.
Behind the Scenes: Pulling Back the Curtain
The magic of a song comes alive when fans see the work behind it. We captured exclusive BTS footage to share Tony Tru’s creative process and the unique touches that made Family Fight special—including the puppets used in the music video.
Why Puppets? The Story Behind the Visuals
Tony’s family means everything to him. He wanted the video to reflect the humor and chaos of Family Fight without losing its lighthearted edge. Enter puppets—a quirky, nostalgic choice that allowed us to tell a fun yet relatable story.
We released a BTS video titled “The Making of Family Fight,” which included:
Tony Tru explaining the concept.
Candid moments of Tony laughing with the creative team.
Fans loved the transparency and effort behind the visuals. “This is so creative!” one comment read. Others chimed in with, “Who knew puppets could hit so hard?”
Launch Day: Making Noise that Sticks
When launch day arrived, everything had led to this moment. Fans were primed, hyped, and ready to engage.
Morning Drop
We kicked off with a bang:
Song Release Posts: “It’s here! #FamilyFight out now. Stream it LOUD. 🎶 Link in bio.”
Music Video Debut: The puppet-led visuals went live on YouTube, featuring a chaotic dinner table scene that felt both absurd and familiar.
Engaging the Fans
Launch day wasn’t just about the release; it was about keeping the energy alive. We planned multiple touchpoints to maintain momentum:
Instagram Live Party: Tony Tru went live, celebrating the release with fans. He played the track, reacted to comments, and told funny family stories.
Fan Reposts: We reshared reactions, tagged fans, and kept the conversation buzzing.
Interactive Comments: Our team made sure every comment, DM, and share was acknowledged. Fans felt seen.
By the end of the day, Family Fight wasn’t just a song—it was a full-fledged moment.
The Outcome: A Song, a Story, a Movement
Through thoughtful planning, creative storytelling, and fan-focused engagement, Tony Tru’s Family Fight turned into more than just a release—it became a cultural touchpoint. Fans connected deeply with the humor and authenticity, while the campaign’s unique visuals and interactive elements left a lasting impression.
This project exemplified what unmatte™ stands for: transforming music into moments, songs into stories, and ideas into impact.
