Atlantic Records x Kiki

How a Fitness Creator Turned a Music Launch Into a Motivational Storytelling Moment

Music marketing today is no longer just about reach. It's about context, emotion, and cultural relevance. As audiences grow increasingly resistant to traditional promotional formats, record labels are turning to creators who can naturally integrate music into authentic, engaging narratives.

That’s exactly what happened when Atlantic Records partnered with fitness creator Kiki (@mariavictoriatg) to promote “Gone Gone Gone”, the latest release by David Guetta, featuring Teddy Swims and Tones and I. Instead of producing a conventional promotional post, the collaboration leveraged creator storytelling, emotional timing, and platform-native content to make the song feel inseparable from the message.

About Atlantic Records

Founded in 1947 by Ahmet Ertegun and Herb Abramson, Atlantic Records is one of the most influential record labels in the world. Now operating under the Warner Music Group, Atlantic manages a diverse roster of globally recognized artists including Ed Sheeran, Bruno Mars, Lizzo, Cardi B, and David Guetta.

With a long history of shaping culture across rhythm and blues, rock, pop, and electronic music, Atlantic continues to evolve its marketing strategies, especially when it comes to digital-first music discovery and creator-led promotion.

About the Creator: Kiki

Kiki is a fitness creator whose content centers around discipline, consistency, and long-term transformation. Her audience follows her not only for workouts, but for motivation and real-life progress, making her a strong fit for music that carries emotional and inspirational undertones.

As a creator managed through nowfluence, Kiki frequently produces highly engaging Reels that feel organic, relatable, and native to her audience’s expectations, a key factor in the success of this campaign.

The Creative Strategy

Rather than forcing a branded music promotion, the strategy focused on embedding the song into a story Kiki would tell anyway.

The Instagram Reel follows a simple but powerful narrative:

• The video opens with the text “The exercise that will get you from this:”, showing footage from the very beginning of Kiki’s fitness journey.
• The text then transitions to “To this:”, revealing her current physique, a visible result of years of effort and discipline.
• Finally, the message “Is the one you repeat over and over again” appears, followed by clips of Kiki repeating the same exercise across different days, outfits, and moments.

The core message is clear: progress doesn’t come from one moment, it comes from repetition and consistency.

Where Music Becomes the Story

What makes this collaboration stand out is how “Gone Gone Gone” is synchronized with the visual storytelling, not just placed underneath it.

• The slower, emotional build of the song aligns with the reflective opening moments of the video.
• As the visuals transition from past to present, the music rises toward the chorus.
• When the text reads “Is the one you repeat over and over again”, the song hits its energetic refrain, with the repeated word “Gone” syncing perfectly with each repetition of the exercise.

The result is a seamless fusion of sound and motion, where the rhythm of the song reinforces the idea of repetition, growth, and momentum.

Why This Collaboration Worked

Several factors contributed to the success of this campaign:

Authenticity first

The content didn’t feel like an ad. It felt like a natural post Kiki would share with her audience, with the music enhancing the story rather than interrupting it.

Strong creator–brand fit

Motivational electronic music paired with a fitness transformation narrative created a natural emotional connection.

Platform-native execution

The Reel followed the pacing, structure, and visual language that performs well on Instagram, increasing retention and replay value.

Emotional association

Viewers don’t just hear the song, they associate it with progress, discipline, and motivation.

The Role of nowfluence

The collaboration between Atlantic Records and Kiki was facilitated through nowfluence, enabling a streamlined creator partnership built on clarity, alignment, and creative freedom.

Through the platform, brands can:

• Identify creators whose storytelling style matches the emotional tone of a release
• Execute paid campaigns efficiently without manual coordination
• Focus on creative outcomes rather than operational friction

By removing complexity from campaign management, nowfluence allows creators to do what they do best, create content that resonates.

Key Takeaways

• Music promotion performs best when it becomes part of a story, not a standalone message
• Creator-led storytelling can amplify emotional connection far beyond traditional advertising
• Authenticity and creator alignment are critical for cultural impact
• Influencer marketing, when executed strategically, turns songs into experiences