How Diplo’s #ExpressYourself Campaign Took on a Life of Its Own

From Billboard:

Ask any Diplo or Major Lazer fan what comes to mind when you say “Express Yourself” and chances are they’ll say something along the lines of “make it clap.”

For anyone wondering what that means, let’s take a look at how a social-media campaign took on a life of its own, starting way back in June with a blog post and a single.

From there, the campaign took off: Diplo’s management reports that from late July through the end of August, over 31,000 Tweets included the #ExpressYourself hashtag. Four months later, in December, more than 10,000 Tweets #ExpressYourself Tweets have been sent.

What’s surprising about that? The campaign ended in late June.

Continue reading the rest of the story on Billboard