Columbia is targeting further streaming growth for viral star Arizona Zervas, whose single Roxanne is pushing for No.1.

Following a bidding war, the Sony label signed the US rapper last month after he entered official charts internationally without a record deal.

“What Arizona has cultivated on his own with his team is an incredible result, building to a place of hitting No.1 on Spotify globally,” said Olly Rice, Columbia head of marketing. “Our role now is to tell his story ...