INDUSTRY:
Music
CLIENT:
SoundCloud
YEAR:
2024
ROLE:
Lead Strategist & Copywriter
scannable airport billboard
Be the First is a rebranding campaign for SoundCloud that celebrates individuality and discovery in the digital age. The project repositions SoundCloud as a creative hub where artists and listeners connect through shared sound experiences. Designed for Gen Z and young millennial audiences, the campaign captures the platform’s fearless, community-driven energy while encouraging users to explore new music, share their own, and “be the first” to uncover emerging talent.
OOH mural placed across cities
Cloudbot, Bluetooth connectable across major parks and outdoor areas, following you around playing your best music
The primary challenge was redefining SoundCloud’s identity in a market dominated by curated platforms like Spotify and Apple Music. While competitors focused on mainstream music, SoundCloud’s strength lies in its raw, unfiltered creativity. The team needed to communicate this distinction through a unified visual and strategic direction—one that felt both innovative and authentic to independent creators.
instagram carousel
OOH merch/stickers to spread the rebrand message
scannable subway displays for long commutes
The final campaign successfully modernized SoundCloud’s image while amplifying its original mission: empowering creators. Be the First presents SoundCloud as the ultimate space for self-expression and sonic exploration. The proposed activations, ranging from interactive outdoor experiences to digital engagement tools, demonstrate how the brand can grow its community through creativity and innovation.
By aligning message, visuals, and audience insight, the campaign delivers a refreshed identity that feels bold, inclusive, and undeniably SoundCloud.
