FACTOR Marketing & Promotion

dem 1z is a Toronto-based independent hip-hop duo whose work sits at the intersection of craft obsession and dark sonic energy. The project is built on a simple premise: nothing ships until it's right. Their catalog reflects that discipline — tracks like 'CONSEQUENCE V4' go through multiple production iterations before a version earns a release date, and the results are recordings that hold up against repeated listens in ways that rushed output rarely does. The duo operates entirely independently, distributing through DistroKid with proper ISRC and UPC metadata infrastructure in place, and builds their own release systems through their platform VALT. That DIY architecture isn't a gap in their career — it's the foundation they've been constructing deliberately before scaling. Their sound is hard to mistake for anyone else's. Tempos that swing from the dense rhythmic pressure of 'H2k' at 176 BPM to the slower, coiled tension of 'INSIDE JOKE V3' at 85 BPM, all anchored in dark tonal palettes and production that rewards headphone listening. The duo's aesthetic connects to a lineage of Toronto hip-hop that values sonic weight and atmosphere alongside technical execution — a city that has proven, repeatedly, that experimental-leaning rap can break into commercial consciousness when the quality is genuinely there. The first half of 2026 marks the duo's most focused release period to date. 'INSIDE JOKE' drops May 20, 2026, followed by 'In DA DOE' on June 15, 2026. Both singles are finished recordings with locked dates — not aspirational targets. The May release in particular represents the project's commercial lead, a carefully sequenced entry point designed to introduce dem 1z to a wider audience that hasn't found them yet. Dem 1z is at the stage many independent artists talk about reaching but few actually hit: records finished, infrastructure in place, and a release plan that requires only the marketing investment to execute properly. This application is about building that campaign.

We've been building this thing quietly for years. Not because we were waiting for permission, but because we refused to put out something we couldn't stand behind. Every version of a track — every V2, V3, V4 — represents a real decision: does this serve the song, or are we just comfortable with it? Those aren't the same question. 'INSIDE JOKE V3' is the track we keep coming back to when we want to show someone what dem 1z actually sounds like. It's 85 BPM in A minor and it doesn't rush anything — the energy builds in the production rather than through tempo, and that tension is intentional. We wanted something that felt heavy without being loud about it. Dark but not closed off. Toronto shaped the way we hear music. This city has always had a particular relationship with rap that takes atmosphere seriously — where the mood of a record matters as much as the bars, where production is a statement. We're working inside that tradition while pushing at its edges. What this FACTOR campaign represents for us is the moment where the work we've already done gets the infrastructure it deserves. We're not applying for time to figure out what we're making. The records exist. The vision is clear. What we need is a professional campaign — a real publicist, real radio promotion, real digital spend — so that the audience that would genuinely connect with this music actually gets to hear it. We're not trying to manufacture hype. We're trying to build a real listener base for music we know is ready. That's the only thing this funding would do: close the gap between a finished record and a found audience.

This application supports the marketing and promotion campaign for 'INSIDE JOKE,' the lead single from Toronto hip-hop duo dem 1z, scheduled for release on May 20, 2026. A second single, 'In DA DOE,' follows on June 15, 2026. The campaign is designed to build measurable audience traction in the Canadian market and establish dem 1z's profile with press, radio, and streaming editorial platforms ahead of further releases in the second half of 2026. The eligible recording is 'INSIDE JOKE V3' — a finished master in A minor at 85 BPM, distributed through DistroKid with ISRC and UPC metadata confirmed. The track is an original composition. Sample clearance documentation is complete and available for FACTOR review. The release date of May 20, 2026 is locked, with all metadata submitted to digital service providers in advance of the campaign launch. The marketing campaign has four primary pillars: First, professional publicist engagement. The duo will retain a Toronto-based music publicist for a three-month retainer beginning April 2026. The publicist will pitch 'INSIDE JOKE V3' to Canadian press — NEXT Magazine, Exclaim!, CBC Music, and hip-hop-adjacent digital outlets — with a goal of securing a minimum of four published pieces (reviews, features, or premiere placements) during the release window. The publicist will also coordinate playlist pitching to streaming editorial contacts across Spotify Canada and Apple Music. Second, independent radio promotion. A Canadian radio promoter will be engaged to service 'INSIDE JOKE V3' to CHR and hip-hop format stations, with a focus on community radio programs (CKLN, CIUT, CHRY) and CBC Music Radio 3, where independent Canadian hip-hop has a documented track record of airplay. The radio campaign runs six weeks around the May 20 release. Third, paid digital advertising. Meta (Instagram and Facebook) and TikTok ad campaigns will run in two phases: a pre-release awareness push beginning May 6, and a post-release conversion push from May 20 through June 30. Ads will target Canadian audiences aged 18–34 with interests in hip-hop, Toronto music, and related artists. A second wave of ad spend supports the June 15 'In DA DOE' release. Creative assets — short video clips, audio-reactive content — will be produced specifically for paid placement. Fourth, playlist pitching and streaming optimization. A third-party playlist pitching service will submit 'INSIDE JOKE V3' to independent curators across Spotify and Apple Music in the hip-hop, dark rap, and underground Canadian categories. Pitch submissions will go out three weeks before release. DistroKid's Spotify for Artists direct pitch will be submitted at the same time. Content production supports all four pillars: a single music video or high-production lyric video for 'INSIDE JOKE V3,' photography for press and social use, and short-form vertical video content for TikTok, Instagram Reels, and YouTube Shorts. Deliverables by end of campaign (September 2026): - Two singles released with professional metadata and distribution confirmed - Minimum four press placements in Canadian outlets - Six-week radio servicing campaign completed, with a tracking report - Two paid digital ad campaigns executed with performance reporting - Playlist pitching submissions completed for both singles - Music video or lyric video for 'INSIDE JOKE V3' published - Monthly streaming data tracked and reported for FACTOR post-campaign reporting requirements

The following outcomes are targeted by the end of the campaign period (September 30, 2026): - **Streaming growth:** 'INSIDE JOKE V3' reaches a minimum of 25,000 combined streams across Spotify and Apple Music within 90 days of release; at least one editorial playlist placement secured on either platform during the release window, with a target of 2–3 placements including Spotify Canada's Fresh Finds or New Music Friday Canada - **Press coverage:** Minimum four published press pieces in Canadian music media — targeting Exclaim!, CBC Music online, NEXT Magazine, and at least one hip-hop-focused digital outlet — secured during the May–June 2026 release window through the retained publicist - **Radio airplay:** 'INSIDE JOKE V3' serviced to and tracked at a minimum of eight Canadian radio stations, with confirmed spins at three or more community and campus stations (CKLN, CIUT, CHRY) and a submission to CBC Music Radio 3's independent hip-hop programming - **Social audience growth:** Combined Instagram and TikTok following for dem 1z increases by a minimum of 500 net followers over the campaign period, with TikTok content tied to the single generating a cumulative 10,000+ organic views - **Digital advertising performance:** Paid Meta and TikTok campaigns achieve a combined reach of 80,000+ unique Canadian users, with a click-through rate of 1.5% or higher on conversion-phase ads; campaign performance data documented and available for FACTOR reporting - **Career infrastructure:** By September 2026, dem 1z has an established publicist relationship, a completed radio campaign, documented streaming and press history, and a FACTOR post-funding report that positions the project for a stronger follow-up application in the next eligible cycle

FACTOR's Marketing & Promotion program exists specifically to close the gap between a finished Canadian recording and a market that hasn't found it yet. That's exactly the position dem 1z is in entering 2026. The recordings are done. The release dates are set. What's missing is the professional campaign infrastructure — publicist, radio promoter, digital ad spend — that transforms a release from a file on a server into something that reaches real listeners. FACTOR has funded this kind of campaign before, and the artists who've benefited most weren't necessarily the most famous acts in their genre. They were artists with finished records, specific release plans, and a credible argument that the money would be spent on real marketing activity with traceable outcomes. dem 1z meets that threshold. 'INSIDE JOKE V3' is a locked, eligible recording with a May 20, 2026 release date, distributed through DistroKid with proper ISRC and UPC infrastructure, produced as an original composition with clearance documentation in order. The Canadian hip-hop market has space for what dem 1z is making — Toronto has proven that dark, craft-forward rap connects with audiences well beyond its immediate scene when the music gets proper exposure. FACTOR's support for independent Canadian artists working in this space has a track record precisely because the market opportunity is real. The $25,000 requested here maps directly to the activities FACTOR's program is designed to fund: publicist retainer, radio promotion, digital advertising, content production. No line item in this budget is speculative. Each one represents a real cost for a real professional service that will execute against measurable targets during the campaign window.

| Category | Line Item | Cost | Justification | |---|---|---|---| | Publicity | Toronto publicist retainer (3 months: April–June 2026) | $6,000 | Standard indie publicist retainer for a single-release campaign; includes press pitching, premiere placement outreach, and playlist contact coordination | | Radio Promotion | Canadian radio promoter (6-week campaign, May–June 2026) | $4,500 | Independent radio promoter servicing CHR, hip-hop, and campus/community formats; includes CKLN, CIUT, CHRY, and CBC Music Radio 3 submissions with tracking report | | Digital Advertising | Meta (Instagram/Facebook) paid ads — two campaigns | $3,500 | Pre-release awareness push (May 6–19) and post-release conversion push (May 20–June 30); targeting Canadian 18–34 hip-hop audiences; creative assets included in production line | | Digital Advertising | TikTok paid ads — two campaigns | $2,000 | Awareness and audio-clip promotion tied to 'INSIDE JOKE V3' and 'In DA DOE'; targeting Canadian users via interest and lookalike audiences | | Playlist Pitching | Third-party playlist pitching service (Groover or equivalent) | $1,200 | Curator submissions across Spotify and Apple Music for both singles; hip-hop, dark rap, and Canadian underground categories | | Content Production | Music video or high-production lyric video for 'INSIDE JOKE V3' | $5,500 | Director, shoot day, edit; professional visual asset for press, streaming, and ad creative use | | Content Production | Photography session (press kit + social assets) | $1,200 | Half-day shoot with Toronto photographer; delivery of 20+ edited images for press and digital use | | Content Production | Short-form vertical video content (TikTok/Reels/Shorts) | $800 | Production of 4–6 vertical clips for organic and paid social use across both singles | | Distribution & Metadata | DistroKid release fees + streaming metadata audit | $300 | Ensures both singles have complete metadata, verified ISRC/UPC, and correct DistroKid pitching setup | | **TOTAL** | | **$25,000** | |

**January–February 2026 — Pre-Campaign Preparation** - Confirm sample clearance documentation for 'INSIDE JOKE V3' and finalize master - Research and shortlist Toronto publicists with demonstrated hip-hop or independent Canadian artist experience - Research and engage Canadian independent radio promoter; confirm campaign scope and station list - Submit DistroKid metadata for 'INSIDE JOKE' (May 20 release) and 'In DA DOE' (June 15 release) - Apply to FACTOR Marketing & Promotion program **March 2026 — Infrastructure Lock-In** - FACTOR funding decision expected; upon approval, sign publicist retainer agreement - Book photography session; brief photographer on aesthetic direction for 'INSIDE JOKE V3' visual identity - Begin pre-production on music video or lyric video; hire director, scout locations - Finalize Meta and TikTok ad creative briefs **April 2026 — Campaign Build** - Publicist begins press outreach; pitches premiere placement for 'INSIDE JOKE V3' to Exclaim!, CBC Music, NEXT Magazine - Music video shoot completed; editing underway - Photography session completed; press kit assets delivered - DistroKid Spotify for Artists direct pitch submitted for 'INSIDE JOKE V3' - Third-party playlist pitching submissions sent (3 weeks before release) - Meta and TikTok ad accounts set up; pre-release awareness campaign assets approved **May 1–19, 2026 — Pre-Release Push** - Meta and TikTok pre-release awareness ads go live (May 6) - Press premiere published (target: May 13–16 window) - Short-form vertical video content begins publishing organically - Radio promoter begins station servicing for 'INSIDE JOKE V3' - Music video published to YouTube **May 20, 2026 — 'INSIDE JOKE' Release Day** - Single live on all DSPs - Full press and social campaign active - Post-release Meta and TikTok conversion ads launch - Monitor streaming numbers, playlist adds, and social engagement daily **May 21 – June 14, 2026 — Post-Release Momentum** - Continued radio promotion tracking; follow-up with stations - Social content publishing continues; organic TikTok and Reels activity - Press follow-up for additional coverage; secondary pitches to outlets that didn't respond to premiere pitch - Begin pre-release preparation for 'In DA DOE' (June 15) **June 15, 2026 — 'In DA DOE' Release Day** - Second single live on all DSPs - Second wave of Meta and TikTok ad spend activates - Third-party playlist pitching submissions for 'In DA DOE' sent **July–August 2026 — Campaign Wind-Down and Analysis** - Radio campaign concludes; tracking report received from promoter - Ad campaigns wrap; performance reports compiled from Meta and TikTok - Streaming data collected: Spotify for Artists and Apple Music for Artists analytics exported - Publicist retainer concludes; press clippings compiled - Begin drafting FACTOR post-funding report **September 2026 — Reporting and Planning** - FACTOR post-funding report submitted with all documentation (streaming data, press placements, radio tracking, ad performance) - Internal review: what worked, what didn't, what the next cycle looks like - Planning begins for second half of 2026 releases using data gathered during campaign

The marketing campaign for 'INSIDE JOKE V3' is built around a three-week pre-release window and a six-week active promotion period following the May 20, 2026 release date, with a second campaign wave supporting 'In DA DOE' on June 15. **Core Audience** The primary target is Canadian hip-hop listeners aged 18–34, concentrated in Toronto and other major urban centres (Montreal, Vancouver, Ottawa). Secondary audience: hip-hop listeners in the US and UK with demonstrated interest in Toronto rap and dark/atmospheric production. On streaming platforms, the target listener profile aligns with fans of production-heavy underground hip-hop — artists like Clairmont The Second, Sean Leon, and similar Toronto-adjacent acts who blend craft and commercial instinct. **Press Strategy** The retained publicist will pitch 'INSIDE JOKE V3' to Canadian music media beginning in April 2026. The goal is a premiere placement — ideally at Exclaim! or CBC Music — in the May 13–16 window, giving the article time to circulate before release day. Follow-up pitches target NEXT Magazine, hip-hop blogs with Canadian readership, and playlist-focused content creators on YouTube. The press narrative centers on the duo's iterative production discipline — the versioning process behind tracks like 'INSIDE JOKE V3' and 'CONSEQUENCE V4' — as a quality-control story rather than a debut story. **Radio** The six-week radio campaign focuses first on Canadian campus and community stations where independent hip-hop has the clearest pathway to airplay: CKLN 88.1 (Ryerson/Toronto Metropolitan), CIUT 89.5 (University of Toronto), and CHRY 105.5 (York University). CBC Music Radio 3 programming is a secondary target. The promoter will provide a weekly tracking report, and any added stations will be highlighted in social content. **Paid Digital** Meta ads run in two phases. Pre-release (May 6–19): awareness-focused video ads using the music video and short audio clips, targeting Canadian users 18–34 with hip-hop interests. Post-release (May 20–June 30): conversion-focused ads driving clicks to the streaming link, retargeting users who engaged with the awareness phase. TikTok ads support organic content — short clips of the track's most distinctive production moments — with targeting set to Canadian users and hip-hop interest categories. **Streaming and Playlist** The DistroKid Spotify for Artists pitch is submitted four weeks before release. A third-party pitching service (Groover or equivalent) sends curator submissions three weeks out, targeting hip-hop, dark rap, Toronto underground, and Canadian indie playlists. Playlist adds will be amplified via social posts tagging curators. **Organic Social** TikTok and Instagram Reels are the primary organic channels. Content strategy: behind-the-scenes production clips, audio-reactive visualizers, short excerpts showing the energy of specific production moments in 'INSIDE JOKE V3.' The versioning story — how this track evolved from V1 to V3 — is a natural content hook that positions the duo's process as a feature rather than a quirk.

Before this campaign, dem 1z has the recordings. After it, they have the documentation — press clips, streaming data, radio tracking reports, ad performance numbers — that turns a promising independent project into a measurable career with a body of evidence behind it. That shift matters practically. FACTOR's own program structure rewards artists who can demonstrate traction in subsequent applications. A first Marketing & Promotion campaign that generates documented press placements, confirmed radio adds, and streaming growth creates the foundation for a stronger application in the next eligible cycle. The campaign doesn't just promote 'INSIDE JOKE V3' — it builds the profile that makes the follow-up release easier to pitch to every stakeholder involved: press, radio, playlist curators, future collaborators. The publicist relationship has value beyond this single campaign. A Toronto-based publicist who works one successful campaign with dem 1z has context, assets, and a pitch track record for future releases. That relationship doesn't reset to zero after the retainer ends. The same logic applies to the radio promoter — a completed campaign with a tracking report means the next submission arrives with a prior airplay history attached. For a fully independent duo operating without label infrastructure, the gap between finished recordings and public profile is real. The recordings that exist right now — 'INSIDE JOKE V3,' 'In DA DOE,' 'CONSEQUENCE V4,' 'H2k' — are good enough to build on. This campaign is the mechanism that creates the visible surface area those recordings deserve: the search result with a press quote, the streaming profile with playlist adds, the social account with content that converts a casual listener into someone who follows the project. The $25,000 invested here doesn't just market two singles. It builds the infrastructure, the relationships, and the documented history that positions dem 1z to operate at a professional level for every release that follows.