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Inside the Playbook: Steve Rifkind on How Akon Blew Up Without a Music Video
Steve Rifkind breaks down the real story of Akon’s breakout, and it’s a masterclass in how hits actually happen before the industry “agrees” they should.
In this clip, Steve explains how “Locked Up” started moving in unexpected markets like Albuquerque and Utah, even while parts of the label ecosystem weren’t fully bought in yet. Instead of waiting on a perfect rollout, he leaned into what still works: market-by-market promotion, radio relationships, street-level execution, and building proof fast.
He also talks about the friction that comes with momentum, how a campaign can get disrupted by…
The skinny
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