DESIGNING A PROFITABLE NEW BRAND TERRITORY
With Spotify and iTunes introducing primary publishing to their platforms, SoundCloud is no longer seen as a viable stepping stone for emerging musicians. The brand is looking to recapture success through innovation.
Assistance with distribution isn't enough to help emerging musicians establish a sustainable career in the music industry. Right now, these artists have no place to turn to get the help they need.
Design a physical space for SoundCloud, expanding the brand's services and reclaiming their positioning as the premiere destination for emerging artists.
THE SOUNDCLOUD ERA IS NOW A DISTANT MEMORY
From 2012 to 2015 SoundCloud’s growth exploded from 15 to 150 million registered users. During this prolific era “SoundCloud Rap” was coined as its own genre, as the most impactful artists of our generation rose to popularity on the platform
However, by 2017 industry powerhouses mirrored SoundCloud's capabilities, leaving the brand in need of drastic change.
DESPITE IMPROVED DISTRIBUTION OPTIONS, EMERGING ARTISTS STILL FACE AN UPHILL BATTLE
Less than 5% of musicians make a living off of their music, and almost a quarter (23%) lose money on their music endeavors (Washington Post)
“Everyone I’m around is telling me to give up. They don't understand this is my dream. I need a better environment” (IDIs)
“Do you really think I can afford studio time?” (IDIs)
“There’s no good way to make the connections you need. You basically have to get lucky” (IDIs)
WHAT DO THESE ARTISTS HAVE IN COMMON?
They're outliers, disruptors, innovators, risk-takers, and underdogs.
They're genuine, driven, and pursuing music because they love it.
They're navigating the unknown (the music industry) and need guidance.
They're seeking connections, resources, and opportunities all in one place.
Music's first collaborative coworking environment for musicians to launch and propel their careers. This three-story space occupies an abandoned warehouse in Brooklyn, NY and is equipped with everything an artist needs to develop their skills and flourish– no matter where they are in their music journey.
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.
The main floor of the building helps artists transition their craft from a passion to a career. The space is designed for artists to network, host meetings, organize skillshares, attend forums, and refuel creatively, giving them the resources needed to succeed, no matter what stage they are at in their journey.
Features: forum space, meeting rooms, wellness room, skillshare rooms
The second floor is all about experimenting and creating. Members are able to see their new skills in action, having access to state of the art equipment and recording studios to help them make the next big hit.
Features: professional recording studio, soundproof jam rooms, multi-purpose dance studios, conference rooms
The bottom level of the venue allows the experience to come full circle: artists are able to perform for a live audience while earning some money. The space features a production-ready stage, three bars, and pop up merch stores that open up to the public, serving as the foundation of the SoundCloud Zero community.
Features: large stage, 3 bars, merch pop-ups
Rossie Hutcheson (CBM)
Andrew Krysinski (CBM)
Justin Zollar (CBM)
Category + Brand Audits
Deck Flow + Presentation