In 2020, Sonos launched a proprietary radio-station initiative as a way to drive engagement with their core speaker products and develop a revenue stream via subscriptions. In 2021, they sought to establish a global curation team to scale the program, adding ~100 new station franchises across 4 territories, overhauling existing stations, and updating their popular offerings.
Third Bridge Creative assembled a team of music curators, content producers, audio engineers, and voiceover artists. We developed a pitch process for new stations and worked with Sonos personnel on branding. We implemented an updating cadence, and scaled this approach to support an ex-US launch.
Stations developed and maintained by TBC have become an important part of Sonos Radio’s content offering. Six months into its partnership with Third Bridge Creative, Sonos marked a 35% uptick in overall station engagement across the board.