OFF the
RAILS
A pop-up event bringing energy back to an underrated brand.
PROBLEM
Discovering new music has become easier than ever before, with industry leaders like Apple Music and Spotify dominating the industry, SoundCloud has been left in the dust as a B-Grade Platform.
OPPORTUNITY
While Apple Music and Spotify listeners are satisfied being practically served their music selection, SoundCloud users enjoy the rigorous hunt for untapped gems.
SOLUTION
Host an underground pop-up event in the heart of downtown Chicago that celebrates discovery, establishing SoundCloud as the one true platform for music-heads.
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HOW IT WORKS
Launch Background with {codeX}
One of the most recognized features that differentiates SoundCloud from its competitors is the ability to comment on specific parts of songs. Using its origin platform as a starting base, we created a scavenger hunt by utilizing the comment section for holding keys to the prize. As it lies on a digital platform, we followed the theme of a code breaker to fit in with an underground type of vibe but also to make the user feel as if they are actively digging through information and finding something valuable.
NARRATIVE
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LAUNCH
SoundCloud will embed sets of code into a select group of a geo-specific playlist. By collecting these codes, users can input them into a form on the SoundCloud site to receive an invitation.
GETTING TO THE EVENT
A limited-time partnership with Lyft will give our guests a complimentary ride to the event and back. As they sign up for the event they’ll be paired with a designated time slot. The slots will be matched with highly reviewed Lyft drivers. The Lyft vehicles will have tablets playing featured Soundcloud artists to set the mood for the night.
SOUNDWAVE AVENUE
To truly embrace the feeling of an underground event we want to build a mock train station in one of Chicago’s many empty warehouses. To enter the event, the guest will scan their tickets at our ticket booths. The guest will be issued a custom wrist band allowing them to gain access through our turnstiles. Once in the event, the guest will be greeted with a SoundCloud swag bag.
THE TRAIN
Guests have the opportunity to go to one of our custom-built bars to grab some themed cocktails before hitting the interactive dance floor. Tik Tok booths will be set up in the lounge area where guests can share a moment using some of the music they listened to that night.
EVENT DETAILS
Launch location: Chicago IL, Time Frame: Thursday-Sunday (Evenings) 9:30 PM-1:00 AM, Quantity 100-150 people per designated slot.
POST EVENT
After receiving a ride home by our designated Lyft drivers, our guests will be provided with the featured playlist from the event so that they may continue to enjoy the music and share it with their friends and followers.
THE TRAIN
There are four cars, each of which is specially designed to fit a genre of music. The four genres are Electronic Dance, Rap, R&B, and Discovery which includes a mix of local experimental music. As the guests walk through the trains they are able to fully immerse themselves in the world of the music they're listening to. We wanted to stay true to Chicago and use local artists to decorate the trains in an authentic way.
WHO THIS SERVES
PASS THE AUX TO KAREEM
Kareem is without a doubt the ultimate mood setter. Whether he's working at the barbershop or just chilling on the couch, he knows how to match the right song at the right time. His friends rely on him for hearing about new artists and lesser-known hits, and wouldn't think twice about skipping his song.
Kareem isn’t just into music because "it makes him feel good". It's not a hobby for him, it's an obsession.
HYPE SONG: Protect Ya Neck: Wu-Tang Clan
PARTNERSHIPS
We can all appreciate a free ride to and from an event, especially when we are going to be indulging in themed drinks and an interactive dance floor. Lyft is the perfect partner to be our designated drivers.
No event would be complete without a photo booth. What's better than a photo booth? A TikTok booth! Guests can save the moments they capture with friends and share them on social media
PROCESS
As a team, we put our heads together to contribute to the concept and stragetgy. After lots of market research, SoundCloud exploration and sketching we produced an awesome solution.
THE TEAM - Andrea Owens, Danny Timbers, Ynes Bouck, Jeremy Stokes
sketches
moodboard
user flow
VALIDATION
I love it. With the Migos "Walk it Talk it" video, I feel like millennials and Gen-z are actually pretty familiar with the soul train IP.
- Shawn Hurley, Giant Spoon
This is Dope! I could totally see this growing into something like an underground Coachella.
- Grandmasterflames58, SoundCloud Artist