From the
comments section
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.
The Results
![](https://freight.cargo.site/t/original/i/70e2a6f30d0cbcff778c9290161babe3ee23b93a8b232681361f46d9f8b4caf5/axe_results_blackbg.jpg)
![](https://freight.cargo.site/t/original/i/ea66d82a373e58339ecff4f47e8f24a900f18296837013e4150033eb0da665f5/axe_cans_1000.jpg)
Winners met
their heroes.
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.
![](https://freight.cargo.site/t/original/i/bb9dfa052af53a37328fd30c4062d33f28dd54b40f318cd5571b9d14db2c369a/axe_quotes_2.png)
Concept developed with Paul Wood, Megan Skelly, Matt Zavala and Suyin Sleeman