Swae Lee
YouTube Channel Proposal

SWAE LEE

Hey Jonathan, thanks for taking the time to look at this. We put it together for you, Swae and the team.

Avança Group is a YouTube channel management company. We run artist and label channels day to day: catalogue optimisation, packaging, short-form, and the tooling that sits behind all of it. Most of what we do is unglamorous and continuous, which is exactly why it works.

What follows is specific to Swae Lee's channel. We looked at what is already there and picked out the places where we think we can genuinely add something. Nothing speculative, and nothing we have not already done elsewhere.

If any of it is useful, we would love to talk it through.

01 / 07
A channel we manage

What we have done for similar channels
in this space. Have a look.

UpTop Movement is a Toronto based independent hip-hop label. We run their YouTube channel. Everything below is from their first month working with us.
youtube.com/@uptopmovementinc_
UpTop Movement channel
Same playbook
Everything on the next pages is the exact work that produced these numbers. Different artist, same method.
Design in-house
We rebranded their logo and banner so the whole channel reads as one identity. Design sits in-house, so artwork never slows the work down.
Views · 28 days
620K
14K above their usual
Impressions
3.5M
+23% vs prev. 28 days
Watch time
26.9K hrs
+830 hrs above usual
Videos A/B tested
50
title & thumbnail
Avg view duration
2:38
retention holding
Shorts views
7.7K
from a standing start
Swae Lee × Avança02 / 07
The same month, in numbers

Better packaging, same catalogue.

No new uploads were involved in any of this. Every gain came from work done on videos that were already there.
The single biggest move of the month
One example of many.
Variant A · original
22.7%
watch-time share
VS
Winner
Variant B · ours
43.3%
watch-time share
+20.6points of watch-time share gained on a single video, without touching the video itself.
+296
Points of watch-time share gained in total
Before
28.8%
Now live
37.8%
+9.0 ptsaverage lift per video, across the whole tested catalogue
50 videos A/B tested  ·  38 kept a better title
7.7K
Shorts views from a standing start in the same month, plus 3,300 engaged views.
Why it matters here
This was month one. On a channel like Swae Lee's it would not look very different, because we know how to operate artist channels. The numbers do not lie.
Swae Lee × Avança03 / 07
Let's look at his channel

What we can realistically do for Swae Lee.

These are the points where we believe we will be most useful, nothing speculative, only what we already do every day.
237
Videos in the catalogue
Every video gets picked up again, re-optimised and put back to work. Then the pass starts over.
Swae Lee, Jhené Aiko - MURAL
Falling offRe-optimisingOptimised ✓
Post Malone, Swae Lee - Sunflower (Spider-Man: Into the Spider-Verse)
Falling offRe-optimisingOptimised ✓
Swae Lee, Slim Jxmmi, Rae Sremmurd - Guatemala
Falling offRe-optimisingOptimised ✓
Swae Lee - Won't Be Late ft. Drake (Lyric Video)
Falling offRe-optimisingOptimised ✓
Swae Lee - Reality Check (Official Video)
Falling offRe-optimisingOptimised ✓
Falling off, optimised once Re-optimised, working again
Point 01
Bring the back catalogue back to life
Older videos naturally fall off. We re-optimise them so they get picked up again, which puts views back on titles that already exist.
Point 02
Optimised all year, not once
Search language and listener behaviour move constantly. Nobody has time to redo a full catalogue by hand, so most channels never do. That part is our job.
Old and new
The catalogue keeps earning on its own, and when a new release drops we launch it off the back of it, pointing the existing audience straight at it instead of starting from zero.
Swae Lee × Avança04 / 07
Our core offer

Our plugin. Live trend intelligence, 24/7.

Built from scratch, to our own workflow. It reads every active source around the clock so we can act on a trend while it is still moving.
Built by us, for us
We track every streaming platform for the moment a Swae Lee song starts moving, old release or new. We know before they do, and we act on it that week.
Already proven
This is not a theory. It runs on the channels we manage today and we see the positive impact it has. Nobody else has a plugin like this.
The point
A catalogue that keeps working all year, plus the ability to move on a trend while it is live. That turns 237 uploads from an archive into an active library.
Signal feed
Live · scanning
An illustration of what the plugin surfaces on an artist catalogue, refreshed continuously.
Spotify"Unforgettable" re-entering viral charts+18%2m
TikTokSound spiking on a 2018 verse+340%4m
ReelsAudio trending under dance edits+96%7m
YouTubeSearch volume up on "Swae Lee live"+27%11m
ShazamRegional spike, Latin America+54%14m
TikTokSlowed edit gaining traction+212%19m
SpotifyPlaylist adds climbing on catalogue+31%24m
Spotify"Unforgettable" re-entering viral charts+18%2m
TikTokSound spiking on a 2018 verse+340%4m
ReelsAudio trending under dance edits+96%7m
YouTubeSearch volume up on "Swae Lee live"+27%11m
ShazamRegional spike, Latin America+54%14m
TikTokSlowed edit gaining traction+212%19m
SpotifyPlaylist adds climbing on catalogue+31%24m
Spotify TikTok Reels YouTube
01
24 / 7
Scanning, never a
weekly check-in
02
Same week
Titles, tags and art
adjusted while it moves
03
Whole catalogue
Not just the newest
upload
Swae Lee × Avança05 / 07
Additional offer

Short-form content.
Clipping is the new gold.

We produce the short-form ourselves, from footage that is already online. Nothing new has to be filmed.
Clip 01
0:34
We find it
Interviews, live footage, features. Anything about Swae Lee that already exists online becomes source material.
Clip 02
0:52
We cut it
Every moment worth watching becomes its own Short, packaged and posted on his channel, not somebody else's.
Clip 03
0:41
It compounds
Shorts reach viewers who would never find the long-form first. That is watch time the channel was not getting.
01Footage that
already exists
02Clipped into
short-form
03New viewers
on his channel
04Watch time
climbs
05The channel
grows
InterviewsLive performancesFeatures & guest versesStudio footagePodcasts & pressAward showsBehind the scenesArchive & fan-filmed momentsFreestylesPress runsInterviewsLive performancesFeatures & guest versesStudio footagePodcasts & pressAward showsBehind the scenesArchive & fan-filmed momentsFreestylesPress runs
Swae Lee × Avança06 / 07
To finish

We would be excited to work with your artist.

This is one offer, tailored to Swae Lee. For every artist we build a blueprint for that specific channel.
Second plugin · our secret weapon
180+
Videos re-optimised
in a single batch
A full back catalogue updated within days rather than months. It does not suit every artist channel, but when it does, we are more than happy to put it to use.
How we work
Straight, always
If we see nothing worth adding, we will honestly say so.
No pressure
A no is fine
If you see no value in this, we fully respect that answer.
Next step
One short call
We walk the channel together and you decide. No obligation.
Timing
We can start quickly
It runs on tooling we already own, so there is no long build-up.
Your thoughts and questions
Let's discuss
Swae Lee × Avança07 / 07