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PROBLEM: The problem is that SoundCloud is seen as a space where independent artists can grow and share their music but it is not seen as a platform that users would want to use on a daily basis, making brands like Spotify, Apple Music and even Tidal a better option to get a premium subscription. Spotify and Apple Music have 31% and 15% ofthe market share respectively, leaving SoundCloud behind YouTube Music andAmazon Music with less than 5% of the market share.

 

THE ASK: To write a creative brief that facilitates and helps the creative team to come up with a nationwide campaign to reposition SoundCloud as an alternative to Spotify andApple Music. With this campaign, we need to attract new users to the platform whilekeeping SoundCloud's artist first approach. KPIs are to increase awareness ofSoundCloud among GenZs and Millennials, as well as double digit growth in premiumsubscriptions.