SoundCloud approached NA Collective to develop an activation plan for the launch of their new paid subscription service, SoundCloud Go, during SXSW 2017. We’ve been to SXSW countless times and wanted to break away from the all-too familiar (tired) brand activation and give fans an experience they would actually get excited about. Our goal was to return to live music’s gritty, unpolished roots and to position SoundCloud as the brand to lead the charge in reclaiming that space. To accomplish this, we threw a series of underground pop-up concerts in nondescript, everyday locations as an homage to impromptu rock concerts and artists’ humble beginnings. Our approach resonated with fans, artists and press more than we dreamed possible. Ironically, the one thing SXSW-goers wanted was a down and dirty music experience that was authentic and cool. and this was exactly that.
Live Show Production
Over the course of 3 days, we saw over 1,000 fans, tripled SoundCloud’s social media following, generated 1M+ earned media impressions, 2M+ video views, and 21M+ social media impressions. This activation laid the groundwork for how the brand speaks to its community and reminded them, that with SoundCloud Go, they can listen to their music anytime, anywhere.