to the spotlight.
We found that the AXE consumer target was spending a lot of time on SoundCloud – not just listening, but making their own music to try to get discovered.
So could a brand built on getting their fans the attention they crave help them get noticed in the music world too?
We created AXE THE LABEL to do just that – a platform that turned SoundCloud from a music streaming service, into a tool for collaboration. With a little help from SoundCloud royalty Lil Yachty and Zaytoven, we were able to get guys out of the comments section, and into the spotlight.
In addition to our main winner being featured on the Lil Yachty track, getting writing credit, and taking home royalties – some lucky fans got to meet with Zaytoven in the studio and learn a bit about how he makes his own beats.
Concept developed with Paul Wood, Megan Skelly, Matt Zavala and Suyin Sleeman