The Afterparty is a new whodunnit comedy series where one of the biggest stars (Dave Franco) plays a pop singer who is murdered in the first minute of the show. To create buzz in social, we brought him and his music to life, by turning him into a real pop singer (who also just died).

R.I.P. Xavier wasn’t just a music release for a made up musician, it was a Trojan horse for The Afterparty, that created social buzz around one of its main characters while engaging millions of people across multiple social platforms, and introducing them to key plot points of the show.

The tracks in Xavier’s 4-song posthumous EP gave people insights into the plot, expanded on the character’s backstory, and were designed to get different audiences excited about the show. For example, the music video for its first single, “Imma Live Forever,” ironically let potential viewers know that Xavier dies in the show, and even contained hilariously predictive lyrics about how he might be murdered.

To attract younger audiences, another song was written specifically for TikTok’s duet feature, called “Do Wet,” and was about all the things the character likes to do while wet.
The music content was a massive success, with “Imma Live Forever” getting 25 million music video views (combined VEVO, FB, TW, IG), and “#DuetDoWet getting 8.9 billion views on TikTok.

And even though he was never technically alive, Xavier’s death and posthumous music releases had a massive impact on the success of The Afterparty, which immediately became one of the biggest shows on Apple TV+

Links to EP:
Apple Music - https://lnk.to/ripxavier/applemusic
Deezer - https://lnk.to/ripxavier/deezer
iTunes - https://lnk.to/ripxavier/itunes
SoundCloud - https://lnk.to/ripxavier/soundcloud
Spotify - https://lnk.to/ripxavier/spotify
YouTube Music - https://lnk.to/ripxavier/youtubemusic