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AJ Tracey & Jorja Smith's "Crush" Release Strategy 🇬🇧

March 07, 2025

Inside AJ Tracey & Jorja Smith’s Viral “Crush” Campaign 🚀

AJ Tracey and Jorja Smith

AJ Tracey and Jorja Smith have dropped a catchy collaboration with their new single, "Crush," released on February 12, 2025. This marks another chapter in their longstanding musical partnership, following their hit cover of Flowers on BBC’s Live Lounge and the collaborative energy that fans have been craving. Let’s breakdown how AJ Tracey and Jorja Smith have maximized their digital presence and built anticipation for the track's release.

Get Fans Talking from Teasers to Release Day 🗣️

  • 🇬🇧 Leverage Local Collaboration and Cultural Identity: AJ Tracey and Jorja Smith, both from the UK, bring their authentic British accents to "Crush," deepening their connection with local fans while captivating a global audience. Jorja’s distinct Walsall accent adds a unique flavor, resonating with both new and loyal listeners, driving the song’s viral success.

  • ☕️ Strategic Cross-Promotion & Teasers: AJ created momentum by posting teasers, including a TikTok on February 9 where he previewed a snippet of Jorja’s verse. His caption, "Is it time for a new one?" and Jorja’s comment, "Yesssss," added playful excitement and confirmed the collaboration, maintaining fan anticipation.

AJ Tracey’s TikTok Post

  • 🎥 🎵 Embrace Your Sound Visually: AJ and Jorja brought an early 2000s vibe to "Crush" by sampling the classic 2006 grime track "Used to Be," featuring Scorcher, Mercston, and Ghetts. They highlighted this retro influence through visuals that reflected the fashion and aesthetic of that era, adding an extra layer of excitement and nostalgia.

@jorjasmith

i don’t wanna cause any problems, but… CRUSH out Wednesday at 6:30pm GMT ☕️❤️‍🩹 @AJ Tracey

  • 🔊Amplify What Clicks: After the song dropped, fans quickly gravitated towards the lyric “I like that.” Jorja seized the opportunity by consistently featuring it in her TikTok content, even though it wasn’t the chorus. This focus on the part fans loved boosted the song's visibility and reach, leading to a viral moment.

@jorjasmith

you like that?

Building on Brilliance with Symphony Lite🧱

While AJ Tracey and Jorja's campaign effectively leveraged social media and strategic timing, integrating Symphony Lite could have taken it even further by making their fan engagement more strategic and long-term. Here’s how:

  • 🎨 A Custom Website to Strengthen Their Visual Identity – The early 2000s theme of Crush was a core part of its appeal. With Symphony Lite, they could have created a fully customized landing page that matched the song’s aesthetic—featuring bold visuals, exclusive behind-the-scenes content, and a seamless hub for all streaming links and social promotion.

  • 📈 Forever Saves & Fan Data for Long-Term Growth – Every listener engaging with Crush was a potential lifelong fan. With Symphony Lite, they could have collected key fan insights—like emails, locations, and engagement trends—turning casual listeners into a long-term audience. Plus, Forever Saves would have ensured that fans who engaged with Crush stayed connected for future releases.

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