MOLIY x Tyla

Here’s what happened

MOLIY came off the back of Shake It To The Max, a breakout that cleared 485 million streams and defined her 2025. Body Go was the follow-up - and the first pairing between MOLIY and Tyla, two of the biggest names in African music operating in different territories.

We were brought in at 29 UGC creates. The sound had no trend, no format, and no established reason for creators to use it.

The collaboration itself was the story. Phase one was built to tell it.

Sound creates, start to close

Phase one: establishing the collaboration

We led with fan-style content built around the pairing itself: the scale of a MOLIY and Tyla record, lyric formats featuring both artists, and edits pitched at the existing fanbases on either side.

The objective was foundational. Before a sound can trend it needs enough baseline creates for TikTok to recognise it as an active audio. Fan content is the fastest route there because it converts existing artist attention into sound usage without requiring a format the audience hasn’t seen yet.

Phase one, as posted

Phase two: amplifying the dance trend

As the track moved, a dance trend began forming organically. We pivoted the network onto it.

We scraped over 12,000 existing UGC dance videos and rebuilt them into grid formats - compilations that showed the dance being performed by many people at once. These carried significantly higher comment engagement than standard edits, with viewers tagging friends to learn the dance together or filming it themselves.

The grids did not just document the trend, they made it look established and participatory - which is the specific condition under which people decide to join a trend rather than watch it. The second phase objective was converting viewers into creators.

Phase two, as posted

The rest of the reading

And the results?

The sound grew from 29 creates to over 150,000 across the campaign.

Surge delivered more than 2,000 videos at a $0.43 CPM, reaching new audiences at a fraction of standard paid social rates.

Body Go has passed 23 million streams.