Brand extension: Scouting opportunities for productive media placement
Background:
In 2019, Shawn James was seeking new opportunities to elevate his reach beyond his established indie fanbase. Around the same time, Naughty Dog, a renowned video game studio, was searching for a raw, emotionally gripping track to feature in their upcoming release, The Last of Us Part II. Recognizing the potential synergy, I facilitated a direct connection between Shawn and the game developers to introduce his catalog for consideration.
Objective:
The objective was to identify new and unconventional channels to amplify Shawn James’ already established presence. While he had found success within his local scene, the focus shifted to leveraging high impact media opportunities to expand his reach online and introduce his music to broader audiences through strategic placement.
Strategy and Leveraged Collaborations:
James had built a strong presence within his niche and local scene, but we identified an opportunity to broaden his reach by exploring new approaches to expand his media presence. After evaluating several digital campaigns pursued through media channels such as TikTok and Instagram, as well as collaborations with other artist we arrived with a verdict. A decision to pitch one of his most resonant tracks to Naughty Dog for potential placement in their highly anticipated video game release. The alignment of his sound with the game’s tone made a compelling case, and the partnership was secured.
When The Last of Us Part II launched in 2020, the in-game placement of Shawn’s song resulted in a dramatic rise in digital engagement, but the impact extended beyond gaming audiences. In 2025, HBO's live-action adaptation of the game featured his music once again in The Last of Us: Season 2, reintroducing his work to a new global audience. This resurgence solidified the long-term value of the original collaboration and highlighted how targeted media integration can deliver sustained success well beyond a single campaign cycle.
Analytics and Results:
The strategic collaboration with Naughty Dog for The Last of Us Part II proved to be a pivotal moment in Shawn James’ career. What began as a bold outreach evolved into one of the most impactful placements of his catalog. The decision not only elevated a single song but revitalized interest in his entire discography.
Streaming Performance
Spotify Monthly Listeners (Before Placement): 85K
1 Month After Game Release: 400% increase in track plays
After HBO Series Aired (2025): 546K monthly listeners
Total Track Streams (Before vs. After TV Show): 1005% increase
Significant growth sustained from 2020–2025
Shazam Searches During HBO Airing: 183K
Yearly Listeners Growth
2019: 85K monthly listeners
2020 (Game Release): 120K
2025 (TV Series Airing): 546K
Notable Spikes:
June 2020 – The Last of Us Part II release
April 2025 – HBO The Last of Us Season 2 airing
Media / Press Mentions
Editorial Playlists: Featured on Spotify editorial and game OST playlists
Press Coverage: Mentioned in multiple music, entertainment, and gaming outlets during both release windows