Mad Minute

Kanwal Creative is a digital strategy & creative marketing consultancy founded by Adam Kanwal. We architect data-driven, globally reverberating marketing campaigns and growth strategies for musical artists and emerging tech companies. Adam Kanwal laid the groundwork for Kanwal Creative while studying Human Development at Cornell University. As part of the Hunter R. Rawlings Research Scholars Program, Adam had the opportunity to learn cutting edge research techniques from the world's top professors in the Social Sciences. Combining his background in research with his passion for music and knowledge of global digital cultures, Adam started analyzing TikTok and Youtube data in 2020. His analysis brought him into contact with the top global digital creators, who were responsible for some of the largest songs of 2020. He used these creator contacts to build creator marketing campaigns for small independent artists—eventually rendering services for artists across the major label ecosystem. Adam has since run some of the largest viral campaigns on TikTok, including Russ's Handsomer Remix (RIAA Certified Gold), and Charlie Puth and Jungkook's Left and Right (Billboard Top 50). He specializes in global trend analysis, influencer selection, and creative concepting. In addition to architecting viral campaigns, Adam has now expanded his consultancy to include talent representation, and strategic growth and marketing for entertainment and tech companies.