Central Cee - Content Strategy
A dynamic content strategy that established Central Cee as the UK's fastest-growing drill artist, creating a distinctive visual identity and engaging content ecosystem.
Client
Central Cee / 0207 Def Jam
Timeline
9 Months
Services
Content Strategy, Video Production, Social Media
Year
2021
The Challenge
Central Cee was an emerging talent in the UK drill scene with significant potential but needed a distinctive content strategy to break through in a crowded genre. The challenge was to create a consistent visual identity and content ecosystem that would showcase his authenticity, build his fanbase, and position him for mainstream success.
Our Approach
We developed a comprehensive content strategy that established a distinctive visual language for Central Cee while creating multiple touchpoints for fan engagement. Our approach included:
Visual Identity Development
We created a consistent visual aesthetic that became instantly recognizable, featuring a distinctive color palette dominated by green tones, cinematic framing, and urban settings that reflected Central Cee's West London roots.
Music Video Strategy
We developed a series of high-impact music videos that balanced raw authenticity with cinematic quality. Each video was designed to reveal different facets of Central Cee's personality and storytelling, creating a narrative arc across releases.
Behind-the-Scenes Content
We implemented a consistent behind-the-scenes content strategy that gave fans unprecedented access to Central Cee's creative process, studio sessions, and daily life, building a deeper connection with his audience.
Platform-Specific Strategy
We created tailored content for each platform, with YouTube as the primary hub for premium video content, Instagram for lifestyle and visual storytelling, and TikTok for viral moments and fan engagement.
Freestyle Series
We developed a recurring freestyle series that showcased Central Cee's lyrical abilities in different settings, creating anticipation and regular touchpoints with fans between official releases.
Project Highlights
- 9-Month CampaignComprehensive content strategy
- 8 Music VideosOver 250M combined views
- 1.8M+ SubscribersYouTube growth in 9 months
- MOBO Award WinnerBest Newcomer
Behind-the-scenes from Central Cee's music video production
Results & Impact
YouTube Views
YouTube Subscribers
UK #1 Singles
Streaming Growth
The content strategy for Central Cee delivered exceptional results, establishing him as one of the UK's fastest-growing drill artists. The music videos produced as part of the campaign generated over 250 million combined views on YouTube, with his channel growing from 50,000 to over 1.8 million subscribers in just nine months.
The consistent visual identity and content ecosystem helped Central Cee break through to mainstream success, with two UK #1 singles and a 185% increase in streaming numbers across platforms. The strategy also expanded his audience demographics, with significant growth in international markets including the US, Germany, and France.
Beyond the numbers, the content strategy established Central Cee as an artist with a distinctive visual identity in a crowded genre. His success was recognized with a MOBO Award for Best Newcomer and led to major brand partnership opportunities with Nike, JD Sports, and Spotify.
"RAA Media's content strategy was instrumental in Central Cee's rapid rise. They created a visual world around his music that resonated with fans and set him apart from his peers."— 0207 Def Jam, A&R Director
