From listeners
to fans.
Give Omari’s Adolescence era a visual world, then build a release campaign that could turn discovery into a returning audience.
Five songs needed to feel like one body of work.
Adolescence began as a sequence of releases: Who I Was, Stay, Love Lost, Medicine, and the full EP. Each song needed its own moment without losing the thread between them.
We built the illustrated cover around that idea. Omari sits inside a field of overlapping thoughts, titles, symbols, and unfinished marks. The image holds the emotional noise of adolescence while giving the whole campaign one recognisable centre.
Discovery was arriving. It was not yet becoming attachment.
The account could generate views, particularly with paid support. The harder question was whether a stranger would follow, save, return, and eventually listen again. The campaign therefore treated follower conversion and saves as stronger signals than reach alone.
One visual world, carried through a measured release system.
We developed the Adolescence cover artwork and planned the release sequence across Instagram, TikTok, YouTube, newsletter, streaming platforms, and radio submissions. Who I Was was submitted to eight music, radio, and editorial outlets, with a Spotify Canvas prepared alongside it.
Compass held the strategy, calendar, content briefs, approvals, and performance record together. That made it possible to compare formats while the campaign was live. Direct-to-camera reels, artwork posts, and paid distribution were judged by what each one moved people to do next.
The account grew. The useful lesson was how.
Between 21 April and 19 June, Instagram followers rose from approximately 156 to 256: an increase of 101, or about 65%. The account recorded 40,601 views across the 60-day period, and 83–94.5% of recent views came from non-followers.
The best organic reel brought 21 followers from 1,100 views, about a 1.9% view-to-follow rate. Paid activity brought 24 follows from 7,493 people reached, about 0.3%. Direct-to-camera posts also produced save rates between 2.8% and 3.4%.
The early result is not that more production created more response. Omari speaking plainly to camera converted people more effectively than the paid activity. The next release cycle is being built around that evidence.
Source: Instagram Insights reviewed 21 June 2026. Figures cover Instagram only and remain an interim read while the wider Adolescence campaign continues.People discovering Omari
A recognisable Adolescence world and direct conversation
Followers choosing to stay