Case Studies

Nicki Minaj
Nicki Minaj has been releasing videos through Vevo since 2010, but did not have an official YouTube channel nor any control over her online video presence. While her official music videos account for a staggering number of views, she had no outlet for releasing more personal video content including promotional clips and announcements, behind-the-scenes footage, and premiers of her upcoming fashion collections. Quarterlab was tapped to create a brand new YouTube channel for Nicki where she could release supplemental video content and start to build an audience that she could engage with directly.

In less than 6 months and with only 16 videos to date, Nicki’s official YouTube channel gained an impassioned fan base of almost 80k subscribers that watched a staggering total of 260k hours of video footage on her channel – with only 1 video crossing the 4 minute mark in length! More importantly, for the first time ever fans can go to one central hub to view not just her own videos but all Nicki-related video content. Her official channel masterfully curates her official music videos, interviews, behind-the-scenes footage, live appearances, and cameo features that previously existed across dozens of existing YouTube channels. Due to her channel’s curation of preexisting content on YouTube, her subscriber rates have seen massive increases and we’ve achieved over 65k clicks to help fans learn more about her products including concert tickets, clothing, merchandise, and albums.


Channel Statistics:

  • Launched May 2014
  • To-date metrics: 16 videos, 97MM views, 15MM subscribers
  • Over 65k clicks on annotations to live tickets, merch, albums, and personal website
  • Received YouTube Silver Plaque