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Emerging Music Curation, Expansion, & Localization
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. Third Bridge Creative developed the initial content strategy and established both the team and the tools for discovering, organizing, and displaying priority content within SoundCloud. This was initially executed in North America, but, after the initial success of their program there, they looked to expand to key territories in LATAM and EMEA.
THE SOLUTION
TBC worked closely with key SoundCloud team members to understand global user engagement and content prioritization, then use this knowledge to develop territory tiers that dictated resource allocation. We then worked closely to develop a plan for localizing key franchises. Based on this content localization strategy, we sourced best-in-class music experts, and then helped integrate them into key workflows.
THE RESULTS
A truly global curation and editorial program to provide SoundCloud’s users with territory-relevant playlist franchises. We were also able to identify key creators within the target territories, which led to SoundCloud establishing beneficial artist relationships.