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
