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Department Launch: Strategy & Execution
THE PROJECT
SoundCloud traditionally viewed themselves as a purely algorithmically driven creator platform. As they grew into a global brand, they wanted a cleaner experience for new creators and a means to showcase the artists most important to their platform, audience, and partners. They wanted this curation strategy to embody the values and ethos of their company and their creator community, and reached out to Third Bridge Creative to design this plan.
THE SOLUTION
Key leaders from Third Bridge Creative embedded themselves at SoundCloud for an extended period, helping them articulate KPIs and identify approaches that would help them achieve their goals. We worked with user research teams to better understand SoundCloud’s audience and design a collection portfolio that covered all relevant critical themes, moods, and genres, and collaborated with marketing and design teams for the naming conventions and visual taxonomy. Lastly, we worked to develop a staffing plan that fit within their desired budget and timeline.
THE RESULTS
A whole new SoundCloud. Numerous press pickups. Millions of monthly listeners. We created over 350 branded playlist franchises in the first year alone. Scenes identified by TBC curators have become important for the platform’s content marketing and brand strategy. Key releases and partner priorities are evaluated and playlisted soon after they go live each week.