Illicit Tunes by SOundCloud Brief: How do you position soundcloud as an creative incubator rather than a for-profit streaming app. Insight: Soundcloud is commonly used for upcoming artists and to stream 'banned' music. Last year alone Spot*fy removed nearly 1 million songs from their platform. We can emphasize that even unlicensed or censored music are means of creative expression that should be celebrated.Concept: “Illicit Tunes” by soundcloud. A philanthropic org that questions music censorship & supports artists. In partnership with Toni Smalls, art director.Logo & color waY
sleek yet vibrant color way. Spicing up soundclouds original color palette to make something more rebellious and identifiable.OUT OF HOUSE 
IG COPY & DESIGN 
When approaching any philanthropic social, making clear concise statements helps the audience understand your message. We wanted to clearly state what our efforts were about while incorporating aesthetics. We chose a mix of statement posts with ‘local DJ photography’ to create an informative & community based medium.MERCH
we wanted something that showed allyship, and created a sense of community. Having a pin as merch we hope with strengthen and grow people(s) involved.These curated tapes feature local or upcoming artists. Cassette tapes are a permanent piece of music, therefore can’t be removed off of apps etc. Handing these out could be a direct representation of the rebellion that comes with making music.TWITTER 
Incorporating twitter as a fact based social to inform the community. We chose this social media outlet because it tends to be less restrictive & holds a more informal tone, that we can use to relay facts & events. Using it as a journalistic medium.
experiential PR
Illicit Tunes, a philanthropic endeavor by SoundCloud, took its message to the popular music label ‘Virgin Records’ this week. The organization placed cars with listening booths in the parking lot every single day. This lets passerby listen to a plethora of music, from unsigned artists to local mixing masters.Wanna listen? Thanks for making it this far - Chloe