Custom AI rap music in high school sports videos led to a surge in social media engagement and monetization for the Houston Defender. The strategy made local news content more relevant to younger audiences.
Local newsrooms seeking to connect with younger audiences are experimenting with new approaches to content and distribution. The Houston Defender, a Black-owned independent news organization in Houston, Texas, reported a significant increase in engagement after integrating AI-generated custom rap music into its high school sports video coverage.
Video manager Bryan Erdy led the initiative, using the Suno tool to create original rap tracks for weekly Athlete of the Week and Coach of the Week features. Each video included a unique AI-generated song tailored with the featured individual's name, nickname, jersey number, position, and other personal details. These tracks were combined with game highlights and images, aiming to capture the attention of teenagers who typically favor platforms like TikTok and YouTube Shorts.
The results were immediate. Instagram posts began earning hundreds of likes, comments, reshares, and direct messages. YouTube views increased by approximately ten times. Athletes and coaches actively sought out the videos, and organic sharing extended the Defender's reach. This surge in engagement enabled the Defender to monetize both its YouTube and Instagram accounts, according to the organization.
Erdy attributed the success to starting with existing recurring features, understanding the cultural language of the audience, experimenting with AI music tools, personalizing content, enabling community-driven distribution, and closely tracking engagement metrics. The approach was described as scalable and low-cost, offering a model that other local newsrooms could replicate to reach younger demographics.
According to inma, the Houston Defender serves the Houston community with a focus on culturally relevant local news and sports coverage. The organization has leveraged digital platforms to expand its audience and revenue streams in recent years.
