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Content Merchandising for SoundCloud
THE PROJECT
SoundCloud wanted a cleaner experience for new creators and a means to showcase the artists most important to their platform, audience, and partners. As part of this strategy, Third Bridge Creative was charged to create a market merchandise plan for the platform’s one-size-fits-all browse page. We were tasked to build out shelves that showcased new music, highlighted franchises, and powered internal promotions.
THE SOLUTION
Third Bridge worked with SoundCloud's engineering team to develop a tool and merchandise plan for building out the browse page. We collaborated with the data and analytics team to establish a pipeline for consumer engagement metrics, and developed a strategy for optimizing engagement while displaying a wide variety of priority content that appealed to each key user segment. Each week, we worked closely with SoundCloud’s artists and label teams to source and prioritize new releases and assist with seasonal promotions.
THE RESULTS
Each Friday when new music appeared on the platform, the homepage would be updated with shelves that integrated the priorities established by SoundCloud and its partners, giving its users easy access to the most relevant music of the day.