Live Show Production
Event Production & Management
Develop an activation plan for the launch of SoundCloud Go, the platform’s new paid subscription service, during SXSW. Having been to SXSW countless times, we wanted to break the brand activation mold and return to live music’s gritty, unpolished roots. SoundCloud seemed the perfect brand to lead that charge.
A series of underground pop-up concerts in nondescript 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. Go figure… SXSW-goers wanted a down-and-dirty music experience that was authentic and cool. Over 3 days, we saw more than 1,000 fans, tripled SoundCloud’s social media following, generated 1M+ earned media impressions, 2M+ video views, and 21M+ social media impressions.