BURNA BOY: ONE NIGHT IN SPACE AT MSG
OUR WORK
THE CHALLENGE
We went beyond traditional marketing to build a fully merch-led universe. We led the creative and commercial strategy behind Burna Boy’s One Night in Space theme, designing a cohesive world where merch, visuals, and marketing worked together to drive demand. Our team art-directed promotional assets, shaped the merchandise narrative and drop strategy, and developed a multi-platform marketing plan (including influencers, social media, paid media, at-event marketing) that leveraged key influencers to spark buzz and FOMO. Album pre-orders and merch releases were strategically timed to capitalize on peak fan excitement and convert attention into sales.Burna Boy was set to make history as the first Nigerian artist to headline — and sell out — Madison Square Garden. The challenge was less about filling the seats and more about crafting a creative marketing campaign that capitalized on this historic moment to drive merch and album sales.THE SOLUTION
THE OUTCOME
Merch pieces online and at venue sold out!Strong engagement among variety of influencers chosen Significant lift in album pre-orders tied to the event