Tate McRae / Kelly Sweeney 'Sports Car' Pre-Release TikTok Challenge Case Study

Executive Summary

On January 21, 2025, Tate McRae released her highly anticipated song "Sports Car", but its viral moment had already begun days earlier. On January 15, 2025, TikTok creator Kelly Sweeney launched an engaging dance challenge using a snippet of the song, driving immediate engagement and anticipation across the platform. This pre-planned creator strategy helped the track achieve massive success right out of the gate.

This approach ensured an explosive debut, with the song accumulating millions of streams within days. By March 4, 2025, "Sports Car" had surpassed 108 million streams, demonstrating the unparalleled power of creator-driven pre-release marketing. This case study highlights how artist-label collaborations with creators can redefine how music launches and dominate the streaming economy.

Spotify Stream Growth Timeline

Pre-Release Challenge Performance

• January 15, 2025: TikTok creator Kelly Sweeney debuted the "Sports Car" Dance Challenge, igniting early buzz and generating anticipation for Tate McRae’s upcoming album.

Track Release & Post-Release Performance

• January 21, 2025 (Release Date): The song debuted with a high-impact streaming surge, benefiting from the already engaged TikTok audience.

• January 26, 2025: Tate McRae herself participated in the viral challenge, posting a TikTok of her doing Kelly Sweeney's dance. This video alone amassed over 17 million views, bringing attention back to the artist and further fueling the challenge’s virality.

• February 20, 2025 (One Month Post-Release): Streams hit 74 million, showcasing continued momentum driven by viral engagement.

• March 4, 2025 (Six Weeks Post-Release): "Sports Car" amassed an astonishing 108 million streams, with a total growth of 34.2 million streams in just two weeks.

  Spotify Stream Graph

  

The Power of a Pre-Planned Viral Strategy

Tate McRae's pre-release TikTok challenge is a game-changing model for the music industry. By launching a challenge before the official release, the artist created an ecosystem of anticipation, ensuring that:

• Fans were already familiar with the song before it dropped.

• TikTok content using the song was in circulation, fueling virality.

• The release day was not the start but the climax of an existing trend.

Additionally, Tate McRae's direct engagement with the challenge on January 26 further amplified its reach, showing how artists can strategically participate in viral trends to maximize impact. When an artist joins in on an organic viral moment, it not only validates the challenge but also redirects the audience’s attention back to them, strengthening their brand presence and deepening fan engagement.

This strategy guaranteed that "Sports Car" was not just a song launch—it was a moment in culture, amplified by creators who had already laid the foundation for its success.

Explosive Growth in Monthly Listeners

• Before the Challenge: Tate McRae had a steady fan base, but this campaign was designed to elevate her reach.

• Three Days Post-Challenge: A surge in monthly listeners indicated early interest sparked by the TikTok buzz.

• One Month Post-Challenge: Monthly listeners skyrocketed into the millions, proving the long-term impact of pre-planned creator engagement.

• March 2025: Sustained growth in monthly listeners, reinforcing Tate McRae’s position as a dominant streaming force.

The Future of Music Marketing: Pre-Release Creator Collaborations

The "Sports Car" case study proves that the next wave of music marketing is here. The ability to pre-seed a viral moment before a song’s release changes the game for artists and labels. Instead of waiting for a song to organically catch on, this model ensures that the track enters the market already trending.

Why This Works:

✅ Creates Anticipation: Fans are exposed to the track before release, ensuring instant familiarity. ✅ Leverages TikTok's Algorithm: The song is already circulating on TikTok, increasing the chances of organic viral moments. ✅ Maximizes First-Week Streaming: Songs debut with higher initial streams, leading to better chart placements and long-term performance. ✅ Establishes Longevity: The challenge sustains engagement beyond release week, driving continued audience participation.

For artists and labels looking to dominate the music industry, pre-planned TikTok creator collaborations are no longer just an option—they are the blueprint for success.

Final Thought

Social media is the new A&R. The success of "Sports Car" demonstrates that artists who strategically integrate creators into their marketing plans can unlock a level of engagement, reach, and longevity that traditional promotions cannot match.

For those ready to take their music to the next level, the question is no longer if they should embrace this strategy—it’s how soon they can start.

Written by: Nick Breen, Founder & CEO of CollabVerse Media