Sweat It Out is an Australian dance music record label with a sharp understanding of how new audio breaks on TikTok. To drive awareness of New Bottega by Torrent Foot ft. Azealia Banks, the label partnered with Terrier Agency on a paid influencer campaign built around original creator content featuring the track.
Working within a fixed budget, we activated 40 influencers across three key English-speaking markets — Australia, the United States and the United Kingdom — each briefed to use the track as the audio in a new piece of video content. The campaign generated 295,679 video views and 25,630 engagements, putting the release in front of dance music audiences through trusted creator voices rather than traditional advertising.
The result was guaranteed placement at scale, establishing the track with music enthusiasts across all three territories.
Placing a Track, Not a Product
Music releases don’t have a shelf — a track either becomes the audio people reach for or it doesn’t, and that decision gets made in the first few days it’s available. Briefing 40 creators to use the track as the audio in original video, rather than talk about it, put New Bottega inside content people were already choosing to watch, instead of asking them to watch an ad for it. Terrier’s paid campaigns work the same way across categories: usage and exclusivity terms are agreed with each creator before contracting, so the label knew exactly what it was licensing before a single video went live, and the fee structure was fixed and known in advance rather than negotiated after the fact.
What Three Markets and 295,679 Views Actually Show
295,679 video views and 25,630 engagements across Australia, the US and the UK is an attention figure — how many people watched and reacted — not a streaming or chart outcome. What it does show is that the release reached dance music audiences in three separate English-speaking markets simultaneously off one campaign, rather than needing three separate pushes, which is the “guaranteed placement at scale” the page’s own closing line describes.
