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DC3 - UPSTAIRS
​We supported DC3 with the rollout for Upstairs, helping shape the creative direction, content strategy and consistency behind the release. The track has now grown to 2.1M streams on Spotify alone and over 3M+ across all platforms.
Our focus was building long-term momentum through strategy, ideas and repeatable content systems.
Campaign Overview
For DC3, we provided a structured release plan that helped him stay consistent, organised and visually aligned during the rollout of Upstairs.
Our goal wasn’t just to push one song — it was to build a system DC3 could follow, allowing the track to grow naturally over time.
How We Did It
Objectives
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Build long-term consistency around DC3’s content
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Create a clear rollout for Upstairs
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Strengthen the storytelling and visual identity
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Give DC3 repeatable content ideas he could execute anytime
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Support the track’s organic growth over months, not days
Strategies
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Content Blueprint:
Built content ideas tailored to DC3’s personality, sound and aesthetic so he always had something ready to film and post. -
Creative Direction:
Guided the visual approach — tone, look, themes — to keep everything feeling aligned and professional. -
Rollout Structure:
Created a clear posting plan that focused on being consistent, not sporadic, to help the audience build familiarity with the track. -
Growth Through Repetition:
Instead of relying on one moment, we leaned into repetition, storytelling and different content angles to keep Upstairs circulating long after release. -
Consistency System:
Helped DC3 stay on track with weekly actions, content reminders, and a system he could maintain independently.
about DC3
DC3 is a 18-year-old rapper from Northampton with Zimbabwean heritage. He experienced a transformative shift toward Christian music, driven by a desire to express his faith and purpose more authentically. DC3 is now utilising his songs and performances to not only share his personal spiritual journey, but also to inspire others, particularly young people, to embrace their faith and conquer life's hardships. His music reflects his strong commitment to his Christian values as well as his desire to positively impact his community.
Closing Thoughts DC3
The ongoing success of Upstairs shows what happens when strong music is paired with a clear plan, consistent content and a rollout that keeps fans locked in.
Reaching 2.1M Spotify streams and 3M+ overall, the track continues to grow because the foundation was built properly.
We’re proud of DC3’s progress — not just the numbers, but the discipline, consistency and evolution throughout the rollout.
If you need a release plan that actually builds long-term growth, not just a one-week push — let’s talk.