*A Conceptual Campaign*
“We Were Here First.” reclaims SoundCloud as the place where careers start, not just where songs live.
OBJECTIVE:
Increase the number of independent musicians and producers subscribing to SoundCloud for Artists by 15% within the next year.
ISSUE:
Many independent artists no longer view SoundCloud as a platform that supports meaningful career growth. Instead, it’s seen as a place to merely post.
INSIGHT:
Uploading music is easy. Finding fans who care is hard. Independent artists need a platform that helps them get noticed and remembered.
CHALLENGE:
Reframe SoundCloud in the minds of independent artists, not just as a place to upload music, but as the best opportunity to break through and build a loyal audience.
These designs are original concepts created independently and are not official Soundcloud products. All ideas, visuals, and wording are my own and are not affiliated with, sponsored, or endorsed by the Soundcloud Group.*
BRENT FAIYAZ x JOONY
CHANCE THE RAPPER
(Soundcloud Star)
RICH ROBBINS
(Emerging Star)
BACKGROUND
“We Were Here First.” is a tour that pairs SoundCloud legends with local rising artists. Each stop features a major act who blew up on the platform, performing their early hits, alongside a new artist from the same city, selected from SoundCloud Artist and Artist Pro members.
Promo materials highlight both: the star who made it, and the one on the rise. It’s a stage, a spotlight, and a reminder…they started here. You could be next.
THE LOGO
I designed this logo around the idea that a fingerprint is the core of who we are. It marks identity, something permanent, personal, and impossible to replicate. A mark of presence, proof that SoundCloud existed before the spotlight.
I used thermal energy to bring that to life visually, channeling the heat and sweat-soaked atmosphere of underground shows.
The lines in the fingerprint are made of music waveforms, tying sound directly to self.
