Getting a boost within the urban music community?

[Aluminium]

I have a friend of a friend who is really interested in getting some internet promotion done. He has a "mixtape" coming out on the 24th, so we're trying to push him as much as possible before then. Where should I start? Do I feed his Soundcloud with plays and likes/downloads? What about YouTube videos? I know this might be a broad question but I'm just curious to see what BHW members have to offer on the subject.

The music itself is Hip-Hop, so of course urban communities are the targeted demographic.

Any tips/helpful insight would be appreciated!

- A