Why ABABA exists.
Built from inside the music industry so creativity can breathe.
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ABABA’s story begins with Dawit N.M. He started out bussing tables and cleaning bathrooms, but spent his nights making notes for music video treatments. His early work with Mereba created a breakthrough moment that led to collaborations with Charlie Puth, Stephen Curry, The New Yorker, Comcast, and more. Along the way, Dawit noticed a recurring problem: budgets were often spent on the big hero pieces while the social-first assets that carry a release were treated as an afterthought.
In today’s unforgiving social-media landscape, that disconnect is more damaging than ever. The smaller pieces are what keep momentum alive before, during, and after a release. Neglect them, and the campaign stalls. The artists and labels that solve this challenge will shape the next generation of music-driven content.
That’s why ABABA was built.
We partner with artists, labels, and creative teams to ship high-quality creative at the pace modern releases demand. Our process is simple: we help define the visual direction, collaborate with production partners to capture the right assets, and then use our in-house editors, designers, animators, and visual artists to package everything for every platform.
Once a release goes live, the work doesn’t stop. We continue building on the creative foundation, adapting assets, extending campaigns, and ensuring every touchpoint stays consistent with the artist’s story and audience expectations.
ABABA exists to help artists and their teams build their visual world with the same intention they bring to every other part of a release.
Trusted by teams who move fast.
I truly appreciate how they’ve helped bring our family story to life in such a creative and authentic way. Their attention to detail, storytelling, and passion for what we do has made a real impact on our brand...
We were moving fast on the Popeyes project, and AI only works at that pace if your post team really knows what they’re doing. ABABA turned everything around in three days, which is kind of wild, but that’s the reality of shipping on the internet.
From the start, the Ababa team was thoroughly engaged and thoughtful in their execution, offering solutions and suggestions on how to get our project over the line. I would partner with them again, and would refer them without question.”
One of ABABA's many superpowers is listening to what their clients need. They took the time to get to know my business and vision and then delivered a product that was beyond my expectations...
Working with them was easy as A-B-A-B-A!
