AXE the LABEL

Fully Integrated Digital, Social, Influencer Campaign

ROLE

Lead Art Director, Lead Designer,
Web Designer, & Animator 

DREAM TEAM

ECD: Megan Skelly

Group Creative Director: Matt Zavala

Creative Director: Suyin Sleeman

Art Directors: Schuyler Higgins & Nancy Nystrom

Copywriter: Zach McKinney

Production House: Verytaste

Directors: Nick & Johnny Castle

Animators: Schuyler Higgins & House in Motion

Producer: Christina Perillo

TAKING ARTISTS FROM ANONYMITY TO NOTORIETY WITHOUT THE LABELS.

 

91% of all music artists are struggling unknowns.

AXE, a brand known for getting guys noticed, wanted to give them a hand. So we created AXE THE LABEL– a platform that helped get guys out of the SoundCloud comment section and into the spotlight without a major label.

 

After crashing the website with thousands of submissions, 10 SoundCloud artists were invited to create a fire hook on Lil Yachty’s new fire single “Anarchy” or co-author an original track with grammy-winning producer Zaytoven. 

THE RESULT

The most submissions and listens to a branded track on SoundCloud ever - and that was in 24 hours.  •  90MM+ Impressions   •   44K+ Comments on Soundcloud (the most in the history of Souncloud)  •   1.4 MM Streams on Soundcloud for the launch track  •  Landed at #14 on the New & Hot Chart on SoundCloud   •   76% increase in positive brand mentions

The 10 winners not only were featured on AXE the LABEL's playlist curated by Lil Yachty and Zaytoven, they received official writing/ musical credit ($$$) and custom album artwork. 

SELECT SOCIAL & PAID MEDIA ASSETS

LIMITED EDITION ARTIST CANS – DESIGNED BY ME

WINNERS TEASER VIDEO STARRING LIL YACHTY & ZAYTOVEN

AXE the LABEL Promo Video

schuylerhiggins.com  |  schuylerhiggins@gmail.com  |  NEW YORK, NY

© 2020 by Schuyler Higgins

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