SoundCloud: Look Up 2022

With over 320M tracks, SoundCloud is home to a global community that sets the pace of music culture. From the birth of SoundCloud Rap, to the non-binary techno boom in Germany, SoundCloud is the place where niche sounds find their audiences and global communities thrive.

To spotlight the massive underground followings that form organically on the platform, we concepted and produced the Look Up; a end of the year data-driven social campaign that highlighted new communities, movements and scenes that were exclusive to SoundCloud.

SoundCloud Look Up highlighted the top 10 music scenes that defined 2022 - Plugg, Drill, Phonk, UK Dance, SoCal Soul, Digicore, Brazil Funk, Jersey Club, Industrial Techno, and Afrobeats. From Atlanta, Chicago, London, and beyond, we saw these 10 communities hit the top of the SoundCloud charts well before exploding onto the mainstream airwaves. The Look Up consisted of six short form videos that lived on social and drove back to a hero film on Youtube and an exclusive playlist on platform.

  • Results: 66M+ earned media impressions, 1.3M+ views, 30K+ social engagements

  • Team: Trevor Kaminski, Jenn Wong, Wyatt Marshall, Malik Sulieman, Heartless Studios

 SoundCloud: The WAV Length

I created, produced, and shot SoundCloud’s first reoccurring social content IP dubbed the WAV Length. Consisting of intimate, snackable artist interviews, The WAV Length deepens the connections between artists and their fans, while showcasing artists’ SoundCloud roots.

  • Results: 60+ pieces of original content, 15+ millions views, 58%+ increase in brand awareness, 300,000+ social followers, 3x rate of follower growth and engagement across SoundCloud social handles

  • Team: Trevor Kaminski, Jenn Wong, Heartless Studios, Malik Sulieman, Adam J. Evans-Pringle

 SoundCloud: Social & Content Partnerships

As Brand Strategy Lead at SoundCloud I was responsible for overseeing and executing all social, editorial, and content partnerships across all marketing verticals including brand, fan, music, and product marketing. These activations included social programming and curation partnerships, influencer and creator activations, live event partnerships, and festival sponsorships. We successfully activated partnerships with the likes of Soho House, Electric Zoo, Framework, Sheesh Media, Wunderworld, KidsTakeOver, and more.

  • Results: 58%+ increase in brand awareness, 300,000+ social followers

  • Team: Trevor Kaminski, Jenn Wong, Malik Sulieman, Adam J. Evans-Pringle, Paris Hines