SoundCloud Go

THE CHALLENGE Develop an activation for the launch of SoundCloud Go, the platform’s new paid subscription service, during SXSW. THE SOLUTION Knowing the festival extremely well, we saw an opportunity to break the mold and return to live music’s gritty, unpolished roots. SoundCloud seemed the perfect brand to lead that charge. We created a series of underground concerts in unexpected locations as an homage to impromptu rock shows and humble beginnings. Fans, artists and press flocked to these authentic celebrations. 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.