Working with the Brand Art Director, our robust team of two branded and created all marketing, brand and platform assets for the launch of SoundCloud Go; SoundClouds big push into the music streaming battle and towards industry legitimacy.
Our first idea was visually simple: show a gated-tier content artist, and a value-prop. The copy would be a pairing of household name artists and something you could only find on SoundCloud, with a subscription feature to contextualize it. This narrative stayed through to the final creative.
Our main offerings for SoundCloud go were an extended catalogue, offline listening, and an ad-free experience. These needed to be conveyed simply and clearly - the first row is what I was given as placeholders by the product team. The finals were 1b, 2a, and 3d.
SoundCloud has always been the underdog, the anything-goes music streaming platform. To celebrate its maturation we wanted to reinforce its heritage, since little to no communication design had been done in that regard previously. To do so we put together a 6 day shoot in LA featuring real SoundCloud users and creators to capture the irreverent and prolific spontaneity that exists on the platform through its community.
Marketing & Digital