SoundCloud
Brand Territory Design
develop a new territory for a brand that currently does not have a physical presence, including a profitable retail or experiential space.
THE ASK: Find and develop a new territory for a brand that does not have a physical presence, including a profitable retail or experiential space.
THE REALITY: SoundCloud artists are navigating the unknown (the music industry) and needing guidance. They are seeking connections, resources, and opportunities all in one place.
THE SOLUTION: Create a physical SoundCloud space that further enhances the current SoundCloud services by providing collaborative space, access to resources, connecting artists with mentors and tools needed to navigate the music industry.
Cliff Notes
SoundCloud is an online music streaming and audio distribution platform that enables users to upload, promote, share and stream audio. SoundCloud is the only artist-first platform. It is where artists unite to break through the noise, understand the industry at a deeper level, and empower their fans and communities to continue pushing culture forward.
THE BACKGROUND
SoundCloud artists share some common ground. They're outliers, disruptors, innovators, risk-takers, and underdogs. They're genuine, driven, and pursuing music because they love it. However, many artists need more access to resources. Needs range from access to music equipment to guidance and support to navigate the music industry. SoundCloud Rap is one example of when multiple SoundCloud artists skyrocketed to fame, then crumbled into nothingness due to a lack of preparedness and support for the world they were launched into.
THE SITUATION
There is no support system for emerging artists.
Both established and emerging artists seek collaboration. Furthermore, established artists are eager to give back and help emerging artists navigate the music industry.
OUR FINDINGS:
Support SoundCloud artists by creating a physical space that enhances and grows the services SoundCloud offers online.
OPPORTUNITY
The Space
SOUNDCLOUD ZERO
FORUM SERIES: focused on not only teaching artists how to manage the spotlight that comes with music industry success, but also teaching them how to manage their finances, how to build a brand, the importance of mental health and more.
MEMBERSHIP LEVELS: access to SoundCloud Zero is vital in helping protect and grow SoundCloud artists, so we do not want price to be a barrier for artists. We have created different membership levels as well as a scholarship option to ensure everyone has access to SoundCloud Zero.
SoundCloud Zero Offerings
Street Level
The main level of SoundCloud Zero. This space is centered around growing your career. It is designed for artists to host meetings, attend forums on a wide range of topics from stage presence to money management, host or attend skillshares, as well as take a break and reground in the wellness room.
Sky Parlor
The second floor of SoundCloud Zero is where the magic happens. It is centered around making music, mastering your stage presence, and perfecting your brand. There is a large professional recording studio, smaller solo recording studios, soundproof jam rooms, dance studios, and conference rooms.
The basement level is where SoundCloud artist can practice their shows and also make money. A true artist venue, the basement features a large stage with all the lights, sound, and tech a mid-sized venue would have. There are also three bars with alcohol available for purchase during shows and locations for artists to sell their merchandise during their shows. Artists having shows can make ticket purchases available to the public.
The Underground
The Team
Brand Audit
Secondary Research
Strategic Development
Mock-Ups & Renderings
Deck flow + Presentation