Algee Smith
the algee smith fanbase didn’t need more photos. they needed a world to enter.
unmatte™ partnered with algee smith to reconstruct his digital identity and introduce a world that matched the emotional weight of his new era. instead of promoting an EP the traditional way, we built an atmosphere around him. every post, every rollout moment, and every visual became part of a larger story about heartbreak, masculinity, and rebirth.
within 5 months
the goal was simple and ambitious. make people feel something when they saw him. shift the perception from “actor who makes music” to a fully realized artist with depth, tone, and a world of his own.
the strategy
Repositioning Algee as a Cinematic R&B Artist
we rebuilt his visual identity across every platform. each song represented a stage of heartbreak, and we shaped content that aligned with those emotional peaks and valleys.
we mapped a three-month digital world
- heartbreak introduced
- heartbreak escaped
- heartbreak transformed
our strategy leaned into
- emotional storytelling
- minimal, moody visuals
- cinematic color and framing
- fan interaction that felt personal
- slow-burn anticipation
- platform-specific personality (IG, TikTok, Snapchat)
strategy wins
- 100k Streams on 'Magic City' Before EP Release
- 42% Increase in Engagement
- 83 percent of our content outperformed his usual metrics.
our focus
in-studio content direction
This approach positioned the studio as an extension of the brand. Every clip, angle, and interaction was guided to feel intentional and cinematic. Instead of random BTS content, fans received a cohesive visual story that deepened their attachment to the music and the artist.
partner & brand collaboration
Through partner collaboration, we helped weave Algee into cultural moments that matched his world. By directing the look, tone, and messaging of each collaborative launch, we ensured these partnerships expanded his story instead of distracting from it.
press support
Through press support, we helped guide the narrative beyond social media. Every interview, article, and playlist moment was supported with visuals, language, and positioning that reinforced the Love Lost era and elevated Algee as a rising cultural voice.
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