How SoundCloud Advertises on Meta

# Ad summary This ad promotes SoundCloud as a platform for distributing music to major platforms, receiving 100% of royalties, connecting with the community, and receiving fan support. # Brand positioning SoundCloud is presented as a platform that empowers musicians by providing tools for distribution, community engagement, and direct fan support. The brand positions itself as artist-friendly, emphasizing that it does not take a fee on tracks and pays out 100% of royalties. This approach suggests a brand that values transparency and artist autonomy, contrasting with platforms that may take a larger cut of earnings. The brand aligns with a lifestyle of independence and direct connection with fans, appealing to artists who want to maintain control over their work and revenue. # Product SoundCloud is promoted as a platform that allows musicians to distribute their music to every major platform without taking a fee on tracks. It emphasizes that artists receive 100% of their royalties. The platform also enables artists to connect with their community and receive direct fan support. The ad highlights the platform's ability to facilitate direct financial support from fans, addressing the need for artists to monetize their work and build a sustainable career. The ad suggests that SoundCloud is worth trying because it offers a transparent and artist-centric approach to music distribution and monetization. # Visual style The ad has a UGC feel with a mix of close-up shots and static shots. The production quality is polished, giving it a professional yet authentic vibe. The editing style includes quick cuts to maintain a fast pace. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. # Hooks Spoken: I'm distributing my next EP with SoundCloud to every major platform. Text overlay: nextdimensional / DOES IT ALL / on SoundCloud Visual: 00:00–00:01: A woman with long blonde hair and glasses sits cross-legged on a bed in a brightly lit room. She wears a patterned long-sleeved shirt and wide-legged pants. She holds up a phone and smiles. The background includes a bedside table with a lamp, a laptop, and other items. / 00:01–00:03: Close-up of a phone displaying a SoundCloud Direct notification showing a payment of $238.37. The phone is held by a person with rings on their fingers. The background is blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of musicians struggling to monetize their work and build a sustainable career. It highlights the frustration of platforms taking a significant cut of their earnings. # Value propositions - Distribute to every major platform with no fees - Keep 100% of your royalties - Connect with your community and receive direct fan support # Benefits - Reach a wider audience - Keep all your earnings - Build a strong community - Receive direct financial support from fans # Features - Distribute music to every major platform - No fees on tracks - 100% of royalties - Connect with community - Direct fan support # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a musician who uses SoundCloud. # Storyline - 00:00–00:01 A woman sits on a bed and holds up her phone. - 00:01–00:03 00:01–00:03: The woman states that she is distributing her next EP with SoundCloud to every major platform. This is intended to convey the ease of distribution through SoundCloud. - 00:03–00:07 00:03–00:07: The woman states that SoundCloud doesn't take a fee on her tracks and pays out 100% of her royalties. This is intended to convey the financial benefits of using SoundCloud. - 00:07–00:12 00:07–00:12: The woman states that she can connect with her community and they can even support her career directly with fan support. This is intended to convey the community and support aspects of SoundCloud. - 00:13–00:14 00:13–00:14: The woman states that she can do it all on SoundCloud. This is intended to convey the all-in-one nature of the platform.

# Ad summary This ad for SoundCloud promotes its Buzzing feature, which allows artists to opt-in to fan-powered playlists based on actual listener behavior. The ad uses a stylized illustration to convey the concept of reaching a wider audience. # Brand positioning SoundCloud is presented as a platform that empowers artists to grow their reach and connect with future fans and industry professionals (A&Rs). The brand positions itself as a tool for artists to leverage listener behavior to gain exposure through fan-powered playlists. This suggests a focus on organic growth and data-driven promotion, appealing to artists who value authenticity and direct engagement with their audience. # Product The ad promotes SoundCloud's Buzzing feature, which is described as fan-powered playlists based on actual listener behavior. This feature is designed to help artists reach future fans, A&Rs, and beyond. The ad encourages artists to opt-in to this feature with Artist Pro, suggesting it is a premium offering within the SoundCloud platform. The product aims to address the challenge of discoverability for artists by leveraging data and fan engagement to increase their reach. # Visual style The ad features a stylized, illustration-based design with a limited color palette of white, blue, and orange. The illustration has a hand-drawn quality with visible outlines and textures. The overall aesthetic is clean and modern, with a focus on simplicity and clarity. # Hooks Headline: Reach future fans, A&Rs, & beyond # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of discoverability for artists, who often struggle to reach a wider audience and connect with industry professionals. # Value propositions - fan-powered playlists based on actual listener behavior: This offers a data-driven approach to music promotion, leveraging real listener data to increase an artist's reach. # Benefits - Reach future fans, A&Rs, & beyond # Features - fan-powered playlists based on actual listener behavior # Call to action Opt-in with Artist Pro # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of SoundCloud's Buzzing feature. # Storyline - The ad begins by illustrating a hand reaching towards a path of orange blocks, symbolizing the journey of an artist seeking to expand their reach. This is from the brand's perspective, setting the stage for the solution they offer. - The ad then introduces the core message: "Reach future fans, A&Rs, & beyond." This is from the brand's perspective, highlighting the potential outcomes for artists using their platform. - Next, the ad introduces the Buzzing feature, describing it as "fan-powered playlists based on actual listener behavior." This is from the brand's perspective, explaining the mechanism behind their solution. - Finally, the ad includes a call to action: "Opt-in with Artist Pro." This is from the brand's perspective, prompting artists to take the next step and engage with their premium offering.

# Ad summary This ad features Nextdimensional, a musician who has been on SoundCloud for over a decade. She shares her experience as a fan turned creator, highlighting SoundCloud's features like distribution to major platforms, 100% royalty payouts, community connection, fan support, and vinyl ordering with no upfront costs. # Brand positioning SoundCloud is presented as a platform that empowers independent musicians by providing tools for distribution, monetization, and community engagement. The brand positions itself as artist-friendly, emphasizing fair royalty payouts and direct fan support. It caters to creators who value independence and control over their music careers, pushing against the norms of traditional music distribution models that often take a significant cut of artists' earnings. The brand aligns with values of creativity, community, and financial empowerment, offering a functional solution with an emotional appeal to artists seeking autonomy. # Product SoundCloud is a music platform that allows artists to distribute their music to major platforms, receive 100% of their royalties, connect with their community, and receive direct fan support. It offers features like distributing music to every major platform without taking a fee on tracks, paying out 100% of royalties, enabling artists to connect with their community and receive messages from fans, allowing fans to directly support artists' careers, and enabling artists to order vinyl records one at a time with no upfront costs. The platform is for musicians who want to distribute their music, connect with fans, and monetize their work without losing a significant portion of their earnings. SoundCloud addresses the purchase barrier of upfront costs for vinyl production, making it accessible for artists to release their music on vinyl without a large initial investment. # Visual style The ad has a UGC feel with a mix of handheld and static shots. The editing style includes quick cuts and jump cuts, creating a fast-paced rhythm. The production quality is a hybrid of polished commercial and UGC, supporting a tone that is both professional and authentic. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:03 This is Nextdimensional, and I've been on SoundCloud for over a decade. Text overlay: 00:00–00:03 nextdimensional / 00:00–00:03 DOES IT ALL / 00:00–00:03 ON SOUNDCLOUD Visual: 00:00–00:01 The shot is a wide angle of a rooftop with a cityscape in the background. The sky is bright blue. In the foreground, a person with long blonde hair, wearing a black shirt and a black baseball cap, walks towards the camera. The camera is handheld and slightly shaky. Text overlays read "nextdimensional DOES IT ALL ON SOUNDCLOUD". / 00:01–00:02 The shot transitions to an interior space with white walls and light wood floors. The same person walks towards the camera, which is still handheld and shaky. The text overlays remain the same. / 00:02–00:03 The shot is a close-up of the person's torso as they walk. The text overlays remain the same, with an orange waveform graphic appearing behind the text. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of musicians struggling to make a living from their music due to unfair royalty policies and high upfront costs for vinyl production. "They don't take a fee on my tracks. SoundCloud pays out 100% of my royalties." # Value propositions - SoundCloud allows artists to distribute their music to major platforms and keep 100% of their royalties, providing a fair and empowering platform for musicians. - SoundCloud enables artists to connect with their community and receive direct fan support, fostering a strong and engaged fan base. - SoundCloud offers vinyl ordering with no upfront costs, making it accessible for artists to release their music on vinyl without a large initial investment. # Benefits - Reach a wider audience - Keep all your earnings - Build a strong fan base - Receive direct financial support - Release music on vinyl without a large initial investment # Features - Distribute music to every major platform - 100% royalty payouts - Connect with community - Fan support - Order vinyl records one at a time - No upfront cost # Call to action None used. # Social proof - "This is Nextdimensional, and I've been on SoundCloud for over a decade." – Nextdimensional (Musician) - "At first, I was just a fan, then I started making my own stuff." – Nextdimensional (Musician) # Point of view - Customer 100% – The entire video is told from the perspective of a musician and SoundCloud user, sharing her personal experiences and highlighting the platform's benefits. # Storyline - 00:00–00:03 00:00–00:03 This is Nextdimensional, and I've been on SoundCloud for over a decade. The artist introduces herself and establishes her long-term presence on SoundCloud, conveying credibility and experience. The perspective is from the artist, speaking directly to the audience, creating a personal connection. The tone is casual and confident, setting the stage for her story. - 00:03–00:05 00:03–00:05 At first, I was just a fan, then I started making my own stuff. The artist shares her journey from being a fan to becoming a creator on SoundCloud, highlighting the platform's appeal to both listeners and musicians. The perspective is from the artist, reflecting on her personal evolution within the SoundCloud community. The tone is nostalgic and relatable, showing the platform's accessibility for aspiring artists. - 00:05–00:09 00:05–00:09 I'm distributing my next EP with SoundCloud to every major platform. The artist explains how she uses SoundCloud to distribute her music, emphasizing the platform's reach and distribution capabilities. The perspective is from the artist, showcasing her practical use of SoundCloud for music distribution. The tone is informative and practical, highlighting the platform's functional benefits. - 00:09–00:13 00:09–00:13 They don't take a fee on my tracks. SoundCloud pays out 100% of my royalties. The artist highlights SoundCloud's fair royalty policy, emphasizing the financial benefits for musicians. The perspective is from the artist, focusing on the financial advantages of using SoundCloud. The tone is enthusiastic and appreciative, underscoring the platform's commitment to artist compensation. - 00:13–00:20 00:13–00:20 I can connect with my community. I can get messages from fans. If they want, they can even support my career directly with fan support. The artist describes SoundCloud's community features, emphasizing the direct connection between artists and fans. The perspective is from the artist, highlighting the platform's community-building capabilities. The tone is engaging and appreciative, showcasing the platform's support for artist-fan interaction. - 00:20–00:26 00:20–00:26 I've always wanted to release my music on vinyl, and now I can order one single record at a time or more with no upfront cost. The artist shares her experience with SoundCloud's vinyl ordering feature, emphasizing the accessibility and affordability. The perspective is from the artist, expressing her personal fulfillment in releasing music on vinyl. The tone is excited and grateful, highlighting the platform's unique offering for vinyl production. - 00:27–00:29 00:27–00:29 I can do it all, all on SoundCloud. The artist summarizes the comprehensive capabilities of SoundCloud, reinforcing its value as a one-stop platform for musicians. The perspective is from the artist, emphasizing the convenience and efficiency of using SoundCloud. The tone is confident and conclusive, summarizing the platform's overall benefits.

# Ad summary This ad promotes SoundCloud as a platform for music distribution, emphasizing the benefit of artists retaining ownership and control over their earnings. The ad features a musician in a studio setting, highlighting the ease of distributing music through SoundCloud and keeping the revenue generated. # Brand positioning SoundCloud is presented as a platform that empowers musicians by allowing them to distribute their music and retain control over their earnings. The brand positions itself as a champion for artists, emphasizing the importance of ownership and financial independence in the music industry. SoundCloud aims to occupy the space of a supportive and artist-centric platform, contrasting with traditional music distribution models that may take a larger cut of artists' revenue. The brand aligns with values of creativity, independence, and financial empowerment, promoting a lifestyle where artists can thrive and profit from their work. # Product The product being advertised is SoundCloud's music distribution service, which enables artists to upload and share their music with a global audience while retaining control over their earnings. The service is designed for musicians who want to distribute their music independently and keep a larger share of the revenue generated. The ad highlights the USP of allowing artists to directly benefit from their work by keeping their money. The ad implies that the service addresses the purchase barrier of traditional distribution models that may take a significant portion of artists' earnings, positioning SoundCloud as a more artist-friendly alternative. # Visual style The ad has a casual, authentic feel, resembling user-generated content (UGC). The lighting is soft and diffused, creating a relaxed atmosphere. The color palette is dominated by cool tones of blue and gray, with pops of orange from the soundproofing panels. The typography is simple and modern, with bold text overlaying the image. The overall style is consistent with the visual aesthetic of social media platforms like Instagram and TikTok, making it easily scannable and attention-grabbing in a feed. # Hooks Headline: YOUR MUSIC, YOUR MONEY # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional music distribution models may take a larger cut of artists' revenue, leaving them with less control over their earnings. The ad addresses the frustration of artists who feel they are not fairly compensated for their work. # Value propositions - Keep your money by distributing your music through SoundCloud # Benefits - Retain ownership - Control over earnings # Features - Music distribution service # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the value proposition of its music distribution service, emphasizing the benefit of artists retaining ownership and control over their earnings. # Storyline - The ad opens with the text "YOUR MUSIC, YOUR MONEY" to immediately grab the viewer's attention and highlight the core value proposition of SoundCloud's distribution service. The brand is telling the audience that they can retain ownership and control over their earnings by using SoundCloud. - The ad then shows a musician in a studio setting, implying that SoundCloud's distribution service is accessible and relevant to artists in their creative environment. The brand is showing the audience that SoundCloud is a platform for musicians to distribute their music. - The ad concludes with the text "WHEN YOU DISTRIBUTE WITH US," reinforcing the message that artists can keep their money by using SoundCloud's distribution service. The brand is telling the audience that they can benefit from SoundCloud's distribution service.

# Ad summary This image ad promotes SoundCloud's Artist Pro subscription, highlighting advanced audience stats and insights to help artists build and understand their scene. # Brand positioning SoundCloud is presented as a platform that empowers artists to build and understand their audience. The brand positions itself as a tool for artists to gain advanced audience stats and insights, suggesting a focus on data-driven decision-making for music creators. The brand aligns with a lifestyle of music creation and scene-building, pushing against the norm of simply creating music without understanding the audience. The brand positioning is functional, offering tools and insights to help artists succeed. # Product The product being advertised is SoundCloud's Artist Pro subscription. It is a service that provides artists with advanced audience stats and insights. The ad suggests that this subscription is for artists who want to build and understand their scene. The key selling point is the access to advanced audience data, which helps artists make informed decisions. The ad addresses the purchase barrier of not knowing enough about your audience by offering a solution to gain those insights. The ad encourages viewers to subscribe to Artist Pro to unlock these benefits. # Visual style The ad has a split-screen design with a solid yellow background on one side and a candid photo on the other. The typography is bold and modern. The overall style is clean and attention-grabbing, balancing brand information with a real-life scene. # Hooks Headline: GET ADVANCED AUDIENCE STATS AND INSIGHTS # Funnel stage Middle of funnel # Pain points The ad implies that artists may struggle with understanding their audience and building a strong scene. # Value propositions - Get advanced audience stats and insights to build and know your scene. # Benefits - Build your scene - Know your scene # Features - Advanced audience stats - Audience insights # Call to action SUBSCRIBE TO ARTIST PRO # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting SoundCloud and its Artist Pro subscription. # Storyline - The ad starts by establishing the brand, SoundCloud, and its core value proposition: helping artists build and understand their scene. This is conveyed from the brand's perspective, setting the stage for the product offering. - Next, the ad highlights the key benefit of the Artist Pro subscription: gaining advanced audience stats and insights. This is presented from the brand's perspective, emphasizing the value that artists will receive. - Finally, the ad includes a call to action, encouraging viewers to subscribe to Artist Pro. This is from the brand's perspective, driving the viewer towards conversion.

# Ad summary This ad features Nextdimensional, a music artist who has been on SoundCloud for over a decade. She shares her journey from being a fan to creating her own music and getting discovered by one of her favorite artists through SoundCloud. She highlights the platform's benefits, such as distributing music to major platforms, receiving 100% of royalties, connecting with fans, and selling merchandise directly on her page. She also mentions the ability to release music on vinyl and have it shipped directly to her door with no upfront costs. # Brand positioning SoundCloud is presented as a platform that empowers independent music artists by providing them with the tools and opportunities to grow their careers. The brand aims to occupy a space in the consumer's mind as a supportive and artist-friendly platform that values community, creativity, and direct connection between artists and fans. SoundCloud pushes against the norms of traditional music distribution by offering features like 100% royalty payouts, direct fan support, and the ability to sell merchandise without fees. The brand aligns with a lifestyle of creativity, independence, and community engagement, positioning itself as a functional and emotional platform for artists to thrive. # Product SoundCloud is a platform that allows artists to distribute their music to every major platform without taking a fee on their tracks. It pays out 100% of royalties and enables artists to connect with their community, receive messages from fans, and get inspired to create their own music. The platform also offers features like fan support, allowing fans to directly support the artist's career. Additionally, SoundCloud provides the ability to release music on vinyl and have it shipped directly to the artist's door with no upfront costs. The Artist Storefront feature lets artists sell their merch and custom USBs from any platform right on their page, and they can drop exclusive merch through the SoundCloud store with no lift and no fees. # Visual style The ad has a UGC feel with a mix of casual, handheld shots and slightly more polished studio setups. The editing style includes quick cuts and jump cuts, giving it a fast-paced rhythm. The production quality is a hybrid of lo-fi and polished, which supports the intended tone of authenticity and accessibility. There are visual motifs of the artist interacting with technology (laptop, phone, USB drive) and showcasing her creative process. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:03 Female 1: This is nextdimensional and I've been on SoundCloud for over a decade. Text overlay: nextdimensional / WEBSITE / ON SOUNDCLOUD Visual: 00:00–00:03 A woman with long blonde hair, wearing a black cap and a black shirt, stands on a rooftop with a city skyline in the background. The sky is clear and blue. Text overlays in white and orange are superimposed on the scene, partially obscuring the view. The camera angle is low, looking up at the woman, and the shot is slightly shaky. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of independent music artists struggling to gain exposure, connect with fans, and monetize their music. The artist shares her personal journey of using SoundCloud to overcome these challenges and achieve success. # Value propositions - 100% royalty payouts: Artists receive all of their earnings without fees. - Fan support: Fans can directly support the artist's career. - Release music on vinyl: Artists can release music on vinyl and have it shipped directly to their door with no upfront costs. - Artist Storefront: Artists can sell their merch and custom USBs from any platform right on their page. - No lift and no fees: Artists can drop exclusive merch through the SoundCloud store with no lift and no fees. # Benefits - Grow career - Get inspired to create music - Directly support career - Ship straight to door - No upfront cost # Features - Distribute music to every major platform - 100% royalty payouts - Connect with community - Fan support - Release music on vinyl - Artist Storefront - Sell merch and custom USBs - Drop exclusive merch through SoundCloud store - No lift and no fees # Call to action None used. # Social proof - "I uploaded an edit for one of my favorite artists and then her team found it and DM'd me on SoundCloud and she started playing my remixes in her live sets, which was pretty wild." – Female 1 (SoundCloud User) # Point of view - Customer 100% – The entire ad is told from the perspective of a SoundCloud user, sharing her personal experience and journey on the platform. # Storyline - 00:00–00:03 Nextdimensional introduces herself and her experience on SoundCloud. - 00:03–00:09 She shares her journey from being a fan to creating her own music, such as DJ mixes, using just her laptop and headphones. - 00:09–00:17 She recounts how she uploaded an edit for one of her favorite artists, and their team discovered her on SoundCloud and started playing her remixes in live sets. - 00:17–00:21 She highlights that she is distributing her next EP with SoundCloud to every major platform. - 00:21–00:25 She emphasizes that SoundCloud doesn't take a fee on her tracks and pays out 100% of her royalties. - 00:25–00:31 She explains that she can connect with her community and receive messages from fans who are inspired by her music. - 00:31–00:34 She mentions that fans can directly support her career through fan support. - 00:34–00:41 She shares that she can now order a single record at a time or more and SoundCloud will ship it straight to her door with no upfront cost. - 00:41–00:48 She highlights that the Artist Storefront lets her sell her merch and custom USBs from any platform right on her page. - 00:48–00:53 She adds that she can drop exclusive merch through the SoundCloud store with no lift and no fees. - 00:53–00:59 She concludes by stating that she went from fan to artist, from her bedroom to a global community, and she's just getting started, emphasizing that she can do it all on SoundCloud.

# Ad summary This ad for SoundCloud promotes the platform as a place where artists can distribute their music and keep 100% of their royalties. # Brand positioning SoundCloud is presented as a platform that empowers musicians by allowing them to distribute their music while retaining full ownership of their royalties. The brand positions itself as an advocate for artists, challenging the traditional industry norms where artists often lose a significant portion of their earnings to intermediaries. The brand aligns with values of independence, fairness, and artist-centricity, aiming to occupy a space in the consumer's mind as a champion for musicians' rights and financial well-being. # Product SoundCloud is a music distribution platform that allows artists to upload, share, and promote their music. The ad highlights the key benefit of using SoundCloud: artists keep 100% of their royalties when they distribute their music through the platform. This addresses a major pain point for musicians who often lose a significant portion of their earnings to traditional record labels or distributors. The ad is targeted towards musicians and creators who value financial independence and want to maintain control over their earnings. By emphasizing the 100% royalty retention, SoundCloud positions itself as a platform that prioritizes the financial well-being of its users, making it an attractive option for artists looking to maximize their income and retain ownership of their work. # Visual style The ad has a modern, urban aesthetic with a focus on the artist. The production quality appears to be high, with clear visuals and professional typography. The image treatment includes color grading and blurring effects to create a visually appealing and engaging ad. The typography is large and bold, making it easy to read and scannable in a fast-paced social media feed. # Hooks Headline: YOUR MUSIC, YOUR ROYALTIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of artists losing a significant portion of their royalties to traditional record labels or distributors. The phrase "KEEP 100% WHEN YOU DISTRIBUTE WITH US" directly counters this frustration. # Value propositions - KEEP 100% WHEN YOU DISTRIBUTE WITH US. # Benefits - KEEP 100% WHEN YOU DISTRIBUTE WITH US. # Features - KEEP 100% WHEN YOU DISTRIBUTE WITH US. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the benefits of using their platform. # Storyline - The ad opens with the SoundCloud logo and the phrase "YOUR MUSIC, YOUR ROYALTIES" in large, bold text. This immediately establishes the ad's focus on the artist and their earnings, setting the stage for the value proposition that follows. The brand is telling the audience that they are about to hear about how they can retain ownership of their work. - The ad then transitions to the phrase "KEEP 100% WHEN YOU DISTRIBUTE WITH US." This reinforces the core message of the ad, emphasizing the financial benefit of using SoundCloud. The brand is telling the audience that they will not take a cut of the artist's earnings, making SoundCloud an attractive option for musicians who want to maximize their income.

# Ad summary This ad features DXRKNOVA, a musician who has been on SoundCloud since 2020. He shares how he uploads and distributes his tracks to every major platform with SoundCloud and keeps 100% of his royalties. He also shares how fans can support him directly and that he can release his music on vinyl with no minimums. He went from making music in his laundry room to having fans worldwide and can do it all on SoundCloud. # Brand positioning SoundCloud is presented as a platform that empowers independent musicians by providing tools for distribution, monetization, and direct fan engagement. The brand positions itself as an alternative to traditional music industry models, emphasizing artist autonomy and financial control. It aligns with values of creativity, independence, and community, pushing against the norms of major labels and intermediaries. The brand positioning is both functional, offering distribution and monetization tools, and emotional, fostering a sense of empowerment and direct connection with fans. # Product SoundCloud is a platform for musicians to upload, distribute, and monetize their music. It allows artists to distribute their tracks to every major platform while retaining 100% of their royalties. SoundCloud also enables direct fan support, allowing fans to contribute directly to the artist's success. Artists can release their music on vinyl through SoundCloud with no minimum order quantities. The platform addresses the purchase barriers of traditional music distribution by offering a direct, artist-centric model that prioritizes financial control and creative freedom. # Visual style The ad has a UGC feel with quick cuts and a mix of static and moving shots. The production quality is a hybrid of polished commercial and raw, authentic footage. The pacing is fast, with cuts timed to the music beats. The overall aesthetic is modern and youthful, appealing to a younger audience. # Hooks Spoken: This is DXRKNOVA, and I've been on SoundCloud since 2020. Text overlay: 00:00–00:02 / DXRKNOVA / DOES IT ALL / ON SOUNDCLOUD Visual: 00:00–00:01: The shot is from a low angle, looking up at DXRKNOVA as he walks toward the camera on a rooftop. He is wearing a brown hoodie and blue jeans. Behind him are buildings and a bright sky. Text overlays read "DXRKNOVA DOES IT ALL ON SOUNDCLOUD." / 00:01–00:02: The shot is from a low angle, looking up at DXRKNOVA as he walks away from the camera on a rooftop. He is wearing a brown hoodie and blue jeans. Behind him are buildings and a bright sky. Text overlays read "DXRKNOVA DOES IT ALL ON SOUNDCLOUD." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of independent musicians who struggle to maintain financial control and creative freedom in traditional music distribution models. "SoundCloud doesn't take a cut." # Value propositions - Keep 100% of royalties: SoundCloud allows artists to retain full financial control over their music. - Direct fan support: SoundCloud enables artists to connect with and be supported directly by their fans. - Release music on vinyl with no minimums: SoundCloud provides artists the flexibility to release their music on vinyl without the burden of minimum order quantities. # Benefits - Reach a wider audience - Maintain financial control - Connect directly with fans - Creative freedom # Features - Upload and distribute tracks to every major platform - Keep 100% of royalties - Direct fan support - Release music on vinyl with no minimums # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a musician who uses SoundCloud. # Storyline - 00:00–00:02 DXRKNOVA introduces himself and shares that he has been on SoundCloud since 2020. - 00:02–00:06 He explains that he uploads and distributes his tracks to every major platform with SoundCloud. This is from DXRKNOVA's perspective as he shares his experience with the platform. - 00:06–00:11 He shares that the best part is that he gets to keep 100% of his royalties because SoundCloud doesn't take a cut. This is from DXRKNOVA's perspective as he shares his experience with the platform. - 00:11–00:15 He shares that with fan support, fans aren't just listening, they can support him directly. This is from DXRKNOVA's perspective as he shares his experience with the platform. - 00:15–00:21 He shares that he can release his music on vinyl, ordering one or a hundred, because there are no minimums. This is from DXRKNOVA's perspective as he shares his experience with the platform. - 00:21–00:25 He shares that he went from making music in his laundry room to having fans worldwide. This is from DXRKNOVA's perspective as he shares his experience with the platform. - 00:25–00:28 He concludes by saying that he can do it all on SoundCloud. This is from DXRKNOVA's perspective as he shares his experience with the platform.

# Ad summary This ad promotes SoundCloud's vinyl pressing service, highlighting the ease of transitioning from streaming to vinyl production with no minimums or upfront costs. # Brand positioning SoundCloud is presented as a platform that supports artists in expanding their reach from digital streaming to physical vinyl records. The brand positions itself as a facilitator for artists looking to create tangible products from their digital music, emphasizing accessibility by removing traditional barriers like minimum order quantities and upfront costs. This positions SoundCloud as a creator-friendly service that empowers artists to explore new avenues for their music. # Product The ad promotes SoundCloud's service that allows artists to press their tracks on vinyl records. It emphasizes the ease of transitioning from streaming to physical production, highlighting that there are "NO MINIMUMS OR UPFRONT COSTS." This service is designed for musicians and creators who want to offer their music in a physical format without the financial risks typically associated with vinyl production. The ad aims to remove barriers to entry, making vinyl production accessible to a broader range of artists. # Visual style The ad has a clean, modern aesthetic with a focus on the product. The lighting is bright, and the background is blurred to draw attention to the vinyl record. The color palette is simple, with black, white, and orange as the primary colors. The overall style is professional and polished. # Hooks Headline: FROM STREAMING TO SPINNING # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs and minimum order quantities associated with vinyl production. # Value propositions - Transition from streaming to vinyl production with no minimums or upfront costs. # Benefits - No minimums - No upfront costs # Features - Vinyl pressing service # Call to action None used. # Social proof - None used. # Point of view - Brand: The SoundCloud logo and the text "FROM STREAMING TO SPINNING" indicate that the brand is communicating its service offering. - Customer: The text "YOUR TRACKS ON VINYL" is directly addressing the customer, indicating that the service is tailored to their needs. # Storyline - The ad opens with the SoundCloud logo, immediately establishing the brand as the narrator. The message is that SoundCloud is the source of the following information. - The ad transitions to the headline "FROM STREAMING TO SPINNING," which is told from the brand's perspective. The message is that SoundCloud is offering a service that bridges the gap between digital music distribution and physical vinyl production. - The ad shows a hand holding a vinyl record, reinforcing the message that SoundCloud enables artists to create physical copies of their music. The message is that the brand is showing the product that they are advertising. - The ad concludes with the text "YOUR TRACKS ON VINYL. NO MINIMUMS OR UPFRONT COSTS," which is told from the brand's perspective. The message is that SoundCloud is highlighting the key benefits of its vinyl pressing service, emphasizing accessibility and affordability.

# Ad summary This ad for SoundCloud promotes the ability to distribute your tracks on 60+ platforms and keep 100% of your royalties. # Brand positioning SoundCloud is presented as a platform that empowers musicians by offering distribution services to over 60 platforms while allowing them to retain 100% of their royalties. This positions SoundCloud as a champion for artists, enabling them to expand their reach and maintain financial control over their work. The brand aligns with values of independence, accessibility, and fairness in the music industry, pushing against norms where artists often sacrifice ownership for broader distribution. # Product The ad promotes SoundCloud's distribution service, which allows musicians to get their tracks on 60+ platforms while retaining 100% of their royalties. This service is for artists looking to expand their reach without sacrificing their earnings. The ad addresses the common purchase barrier of artists losing a significant portion of their royalties when distributing through traditional channels, highlighting SoundCloud's unique selling proposition of complete financial control. # Visual style The ad has a casual, UGC-style production quality, suggesting authenticity and accessibility. The visual motif is a close-up shot of a person holding a vinyl record, creating a connection to the music industry. The image treatment includes a slight color grading, giving it a warm tone. The typography is large and bold, ensuring scannability in the feed. The style contrasts with highly polished ads, aiming to capture attention through its relatable and straightforward approach. # Hooks Headline: YOUR TRACKS ON 60+ PLATFORMS. 100% ROYALTIES. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that artists often lose a significant portion of their royalties when distributing through traditional channels. The phrase "100% ROYALTIES" signals the frustration of artists not receiving full compensation for their work. # Value propositions - Distribute your tracks on 60+ platforms and keep 100% of your royalties. # Benefits - Get your tracks on 60+ platforms. - 100% royalties. # Features - Tracks on 60+ platforms - 100% royalties # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting its distribution service and the benefits it offers to musicians. # Storyline - The ad opens by highlighting SoundCloud's distribution service, emphasizing that artists can get their tracks on 60+ platforms. This is intended to immediately grab the attention of musicians seeking wider exposure for their work, told from the brand's perspective. - The ad then emphasizes that artists retain 100% of their royalties when they distribute with SoundCloud. This reinforces the value proposition of financial control and fairness, told from the brand's perspective.

# Ad summary A creator shares her experience using SoundCloud as a music distribution platform. She notes that SoundCloud has been her highest source of tangible income from streams, and that it is nice to see that there are streaming services out there that care about the artist. # Brand positioning SoundCloud is presented as a music streaming service that cares about the artist. The ad implies that other streaming services do not prioritize artists, and that SoundCloud is different because it gives a f*** about the artist. The brand is positioned as a platform that is worth using because it puts the artist first. # Product SoundCloud is a music streaming service that allows artists to distribute their music. The ad highlights that SoundCloud gives 100% of the revenue to the artist, which is a USP. The ad also implies that other streaming services do not give as much revenue to the artist, which is a purchase barrier that SoundCloud addresses. # Visual style The ad has a UGC feel. The production quality is low-end, and the editing style is static shots. The pacing is slow and consistent. # Hooks Spoken: 00:00–00:05: And if I could speak unscripted, off the cuff, as I tend to usually do on this app, um, I've been distributing using SoundCloud since like 2022. Visual: 00:00–00:05: The shot is a selfie-style, close-up of a young woman with light skin, light eyes, and light hair with pink and purple streaks. She is wearing a bright pink hoodie and has a nose ring. The background is a textured ceiling with a light fixture. # Funnel stage Consideration # Pain points Other streaming services are putting their money towards things that aren't exactly music related. # Value propositions - SoundCloud gives 100% of the revenue to the artist, which means that artists can make more money from their music. # Benefits - SoundCloud has been my highest source of actual tangible income from streams. # Features - SoundCloud gives 100% of the revenue to the artist. # Call to action None used. # Social proof - "SoundCloud has by far been my highest source of actual tangible income from streams" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer of SoundCloud. # Storyline - 00:00–00:05 The creator introduces herself and says that she is going to speak unscripted about SoundCloud. - 00:05–00:15 The creator says that she has been distributing using SoundCloud since 2022, and that SoundCloud has been her highest source of actual tangible income from streams. - 00:15–00:18 The creator says that other streaming services didn't even come close to providing the same income. - 00:18–00:25 The creator says that now that SoundCloud is giving 100%, it is clear that this is the app that we all need to be on. - 00:25–00:43 The creator says that especially in the world where other streaming services are putting their money towards things that aren't exactly music related, it is nice to see that there are apps out there like SoundCloud who give a f*** about the artist.

# Ad summary This ad promotes SoundCloud as a platform for artists to connect and create unique music. It features testimonials from two artists who found collaborators and built communities on SoundCloud, emphasizing the platform's ability to help artists develop authentic and impactful music. # Brand positioning SoundCloud is presented as a platform that fosters collaboration and community among artists. The brand aims to occupy a space in the consumer's mind as a place where artists can find like-minded individuals to create unique and authentic music. It promotes values of individuality, creativity, and community, pushing against the norms of isolation and competition often found in the music industry. The brand positioning is both functional, providing tools for collaboration, and emotional, fostering a sense of belonging and creative fulfillment. The ad emphasizes that SoundCloud helps artists connect with others to build something unique and real. # Product SoundCloud is a platform for artists to connect, collaborate, and create unique music. It is for artists who are looking to build a community and develop ideas that come from the soul. The platform helps artists find collaborators and break barriers they never imagined. The ad highlights that SoundCloud enables artists to create something unique and real by fostering a community where they can be true to themselves. It addresses the barrier of isolation by providing a space for artists to connect and collaborate, emphasizing the value of authenticity and community in the creative process. # Visual style The ad has a UGC feel with simple editing and static shots. The production quality is decent, with clear audio and visuals. The pacing is slow, with each shot lasting several seconds. The audio-visual sync is straightforward, with the text overlays matching the spoken words. # Hooks Spoken: Male 1: SoundCloud helped me find Freebot, and that's how we built something unique and real. Text overlay: SoundCloud helped me find Freebot, / and that's how we built something / unique and real. Visual: 00:01–00:08: A man with a beard and mustache, wearing a patterned shirt and a white cap, sits in a music studio. The background includes a computer monitor, speakers, a keyboard, and blue LED lights. The camera is stationary and focuses on the man as he speaks. The lighting is dim, creating a relaxed atmosphere. A SoundCloud logo is overlaid in the top right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the isolation and lack of connection that artists may experience when trying to create music on their own. This is implied through the ad's emphasis on finding collaborators and building a community on SoundCloud. # Value propositions - SoundCloud helps artists find collaborators to build something unique and real. - SoundCloud enables artists to develop ideas that come from the soul and break barriers. # Benefits - Find collaborators - Build something unique and real - Develop ideas that come from the soul - Impact and break barriers # Features - Platform for artists to connect and collaborate - Community building tools # Call to action FIND YOUR SCENE ON SOUNDCLOUD # Social proof - "SoundCloud helped me find Freebot, and that's how we built something unique and real." – Male 1 # Point of view - Customer 100% – The ad is told entirely from the perspective of SoundCloud users sharing their experiences and advice. # Storyline - 00:00–00:01 The SoundCloud logo appears with the text "SOUNDCLOUD COLLABS." - 00:01–00:08 A man in a music studio says that SoundCloud helped him find Freebot, and that's how they built something unique and real. This is from the perspective of an artist who found a collaborator on SoundCloud, conveying the message that the platform facilitates meaningful connections and creative partnerships. The tone is casual and authentic, emphasizing the value of collaboration. - 00:08–00:23 A man in a gaming chair says that what he would tell any artist to create a community within SoundCloud is to be unique and true to themselves, because whenever you develop an idea that comes from the soul, it manages to impact and break barriers that you never imagined. This is from the perspective of an artist sharing advice, conveying the message that SoundCloud supports authenticity and helps artists overcome creative limitations. The tone is encouraging and inspirational, emphasizing the power of genuine expression. - 00:23–00:25 The text "FIND YOUR SCENE ON SOUNDCLOUD" appears on a black background. - 00:26–00:28 The SoundCloud logo appears with the text "SOUNDCLOUD."

# Ad summary This ad promotes SoundCloud as a platform for artists to release music on vinyl and sell merchandise. The ad features a creator showing how she uses SoundCloud to sell her music on vinyl and custom USBs from any platform, right on her page. # Brand positioning SoundCloud is presented as a platform that empowers independent artists by providing them with tools to create, distribute, and monetize their music and merchandise. The brand aims to occupy a space in the consumer's mind as an all-in-one solution for artists looking to control their creative output and connect directly with their audience. SoundCloud aligns with values of independence, creativity, and direct artist-to-fan relationships. The brand pushes against the traditional norms of the music industry by offering artists the ability to release music on vinyl and sell merchandise without upfront costs, giving them more control over their revenue streams. The brand positioning is both functional, offering tools for distribution and monetization, and emotional, empowering artists to pursue their creative vision. # Product SoundCloud is presented as a platform that allows artists to release their music on vinyl and sell merchandise. The platform enables artists to order one single record at a time, or more, and SoundCloud will ship it straight to their door with no upfront costs. The Artist Storefront feature lets artists sell their merchandise and custom USBs from any platform, right on their page. This product is for independent artists who want to release their music on vinyl and sell merchandise without the traditional barriers of the music industry. The ad highlights the USP of no upfront costs and the ability to sell merchandise from any platform, making it easier for artists to monetize their work. The ad shows use occasions of releasing music on vinyl and selling merchandise directly to fans. # Visual style The ad has a UGC feel with quick cuts and a handheld camera. The production quality is a hybrid of UGC and polished commercial. The pacing is fast, with cuts timed to the music beats. The overall aesthetic is modern and edgy, reflecting the creator's style. # Hooks Spoken: 00:00–00:02: I've always wanted to release my music on vinyl, and now I can. Text overlay: 00:00–00:01: DOES IT ALL Visual: 00:00–00:01: A white box with "FRAGILE" stickers on it is shown against a white background. Red text overlay reads, "DOES IT ALL." / 00:01–00:02: A fair-skinned person with long blonde hair and glasses stands in front of a brick wall. They are holding a white box with "FRAGILE" stickers on it. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of independent artists struggling to release their music on vinyl and sell merchandise due to high upfront costs and limited distribution options. "I've always wanted to release my music on vinyl, and now I can." # Value propositions - Release music on vinyl with no upfront costs - Sell merch and custom USBs from any platform, right on your page # Benefits - Ship straight to your door with no upfront costs - Sell merch and custom USBs from any platform, right on your page # Features - Release music on vinyl - Artist Storefront - Sell merch and custom USBs from any platform # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a creator who uses SoundCloud to release music on vinyl and sell merchandise. # Storyline - 00:00–00:02 The creator states that she has always wanted to release her music on vinyl. - 00:02–00:07 The creator explains that she can now order one single record at a time, or more, and SoundCloud will ship it straight to her door with no upfront costs. - 00:08–00:12 The creator states that the Artist Storefront lets her sell her merch and custom USBs from any platform, right on her page. - 00:13–00:15 The creator concludes that she can do it all on SoundCloud.

# Ad summary This ad promotes SoundCloud as a platform where artists can upload and distribute their tracks to every major platform while keeping 100% of their royalties. The ad features a creator who shares his experience of going from making music in his laundry room to having fans worldwide, all thanks to SoundCloud. # Brand positioning SoundCloud is presented as a platform that empowers independent artists by allowing them to distribute their music to major platforms while retaining full ownership of their royalties. The brand emphasizes direct fan support, enabling artists to connect with their audience and receive financial backing without intermediaries. SoundCloud positions itself as a champion for creators, contrasting with traditional models where artists often lose a portion of their earnings to intermediaries. This positioning aligns with values of independence, creativity, and direct connection with fans, appealing to artists seeking autonomy and financial control over their music careers. The brand aims to occupy a space in the consumer's mind as a supportive and artist-friendly platform. # Product SoundCloud is a platform that allows artists to upload and distribute their music to every major platform while keeping 100% of their royalties. It enables artists to receive direct support from their fans, fostering a direct connection and financial backing. The platform addresses the common pain point of artists losing a portion of their earnings to intermediaries by ensuring that artists retain full ownership of their royalties. This feature is particularly appealing to independent artists seeking autonomy and financial control over their music careers. The ad highlights the platform's ability to transform an artist's career, from making music in a laundry room to having fans worldwide. # Visual style The ad has a UGC feel, with casual settings and natural lighting. The editing style includes quick cuts and transitions between different scenes, maintaining a consistent pace. The production quality is a hybrid of lo-fi and polished, reflecting the creator's journey from a humble beginning to a more professional setup. The visual motifs include graphic overlays that highlight key statistics and benefits of using SoundCloud. # Hooks Spoken: Male 1: I upload and distribute my tracks with SoundCloud to every major platform. Text overlay: ROYALTIES: / $2500 / SOUNDCLOUD'S CUT: / $0 Visual: 00:01–00:02: The camera zooms in on the laptop screen, which displays a music production interface with a waveform and track titles. The man's hand is seen using the trackpad. / 00:02–00:03: The scene transitions to a close-up of a brick wall, with the man now sitting on a bed. A graphic overlay shows "ROYALTIES: $2500" and "SOUNDCLOUD'S CUT: $0". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of artists losing a portion of their earnings to intermediaries. The creator states, "I keep 100% of my royalties," highlighting SoundCloud's solution to this problem. # Value propositions - Empowerment: SoundCloud enables artists to take control of their music careers. - Financial independence: Artists keep 100% of their royalties, maximizing their earnings. - Direct connection: Fans can support artists directly, fostering a strong community. # Benefits - Reach a wider audience - Retain full ownership of earnings - Connect directly with fans # Features - Upload and distribute tracks to every major platform - Keep 100% of royalties - Direct fan support # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a creator who uses SoundCloud, sharing his personal experience and highlighting the platform's benefits. # Storyline - 00:00–00:01 The ad begins with a creator in a casual setting, working on his music setup. - 00:01–00:03 The creator explains that he uploads and distributes his tracks to every major platform using SoundCloud. - 00:03–00:05 He emphasizes that he keeps 100% of his royalties, highlighting SoundCloud's unique benefit. - 00:05–00:06 The creator notes that SoundCloud doesn't take a cut, reinforcing the platform's artist-friendly approach. - 00:07–00:09 He adds that with fan support, fans can support him directly, showcasing the platform's direct connection between artists and fans. - 00:09–00:13 The creator shares his personal journey, from making music in his laundry room to having fans worldwide, illustrating the platform's transformative potential. - 00:13–00:14 He concludes by stating that he can do it all on SoundCloud, summarizing the platform's comprehensive capabilities.

# Ad summary This ad features two DJs, Freebot from Mexico and Rohan (Noizy Brothers) from India, sharing their story of how they connected and collaborated through SoundCloud. It highlights their journey from online interaction to in-person meetings and successful performances, emphasizing the platform's role in fostering global artistic connections and community building. The ad blends personal interviews with dynamic event footage and animated graphics to showcase the impact of their collaboration. # Brand positioning SoundCloud is presented as a dynamic, global platform that transcends geographical boundaries to connect artists and foster real-life collaborations. It aims to occupy a space in the consumer's mind as a catalyst for authentic artistic partnerships and community building, moving beyond mere music sharing to facilitate meaningful human connections. The brand aligns with values of authenticity, global community, and artistic empowerment, pushing against the norm of isolated online interactions by enabling tangible, in-person creative ventures. Its positioning is both functional, by providing tools for connection, and emotional, by celebrating the joy and success derived from these collaborations. # Product SoundCloud is a music streaming and sharing platform designed for artists to upload their music, discover other creators, and build a community around their work. The ad showcases its functionality as a tool for artists to connect online, specifically highlighting how a comment on a song can lead to significant interactions and collaborations. It is for emerging and established DJs and producers, like Freebot and Noizy Brothers, who seek to expand their network, find collaborators, and reach new audiences globally. The ad implicitly conveys the USP of SoundCloud as a bridge between online presence and real-world artistic opportunities, enabling artists to break geographical barriers and create unique, impactful music. The use occasions shown include discovering new artists, interacting through comments, and ultimately leading to in-person meetings and joint performances. The ad addresses the potential purchase barrier of feeling isolated as an artist by demonstrating how SoundCloud facilitates meaningful connections. # Visual style The ad features a hybrid visual style, blending polished commercial elements with a raw, authentic UGC feel. The editing rhythm is dynamic and fast-paced, especially during the performance and animated globe segments, creating an energetic and engaging experience. The interview segments are more static and direct, providing a personal touch. Production quality varies from high-energy event footage with vibrant lighting to more intimate, well-lit home studio interviews, supporting a narrative that moves from personal connection to large-scale impact. There are no strong recurring visual motifs beyond the consistent use of bright, often colored, lighting in performance scenes and clear, direct framing in interview segments. The pacing is generally quick, with frequent cuts, especially in the first few seconds and during crowd shots, maintaining a high level of engagement. Audio-visual sync is evident, with cuts and text overlays often timed to music beats and spoken lines, enhancing the narrative flow and impact. # Hooks Spoken: Al momento de vernos por primera vez sentí la conexión con él como un hermano. Text overlay: ...From the moment we met for the first time / I felt a connection with him like a brother. Visual: A wide shot of a crowded, dimly lit club with purple and red lighting. A male DJ (Freebot) with short, light green hair and a black t-shirt is seen from behind, facing the crowd and DJ equipment. The crowd, a diverse group of young adults, is dancing and holding up phones. The camera is handheld, slightly shaky, and moves with the energy of the club. # Funnel stage Consideration # Pain points The ad implicitly addresses the pain point of artists struggling to connect with other creators and build a global community. The initial online interaction leading to a 'brotherly connection' and successful performances highlights how SoundCloud overcomes geographical and social barriers for artists. # Value propositions - Where artists connect online to collaborate IRL. - SoundCloud helped me find Freebot, and that's how we built something unique and real. # Benefits - Connect online to collaborate IRL - Build a community - Impact and break barriers # Features - SoundCloud platform for artists - Commenting on songs - Uploading songs and bootlegs # Call to action FIND YOUR SCENE ON SOUNDCLOUD # Social proof - "Al momento de vernos por primera vez sentí la conexión con él como un hermano." – Freebot (Creator) - "I'm Rohan Shiralkar, professionally known as NOIZY BROTHERS. I hail from the most culturally rich and beautiful city of Belgaum, India." – Rohan (Creator) - "I found out about Rohan on SoundCloud thanks to his comment on one of my songs that had been posted on LokoSound's SoundCloud profile." – Freebot (Creator) - "The first time I met Rohan in person was magical as it was at the hotel where I was staying in the city of Belgaum on my 2022 tour of India." – Freebot (Creator) - "That very moment marked the beginning of a new chapter beyond music." – Rohan (Creator) - "I am super grateful for my community that was created within India. They have always shown me so much love and all of this would not have been possible if it weren't for the musical curators of the sound systems used in the road shows in India." – Freebot (Creator) - "The crowd's response was insane. The people and the public went crazy, and it was a breathtaking moment." – Rohan (Creator) - "SoundCloud helped me find Freebot, and that's how we built something unique and real." – Rohan (Creator) # Point of view - Customer 80% – The majority of the video features Freebot and Rohan sharing their personal experiences and perspectives on their collaboration and the role of SoundCloud. - Brand 20% – The brand's voice is communicated through the animated globe segment and the final call to action, framing the artists' story within SoundCloud's mission. # Storyline - 00:00–00:03 The ad opens with DJ Freebot performing at a vibrant club, surrounded by a cheering crowd. He speaks about feeling an immediate, brotherly connection with someone he met for the first time. This sets an emotional and personal tone, hinting at a significant relationship formed through music. - 00:03–00:07 An animated globe illustrates a connection forming between Mexico and India, with text introducing 'SOUNDCLOUD COLLABS' as a way for artists to connect online and collaborate in real life. This visually establishes the core message of the ad: SoundCloud's ability to bridge geographical distances for artistic partnerships. - 00:07–00:10 A photo of Freebot and Rohan (Noizy Brothers) is shown, explicitly identifying them and their respective countries (Mexico and India). This concretizes the abstract concept of global collaboration by introducing the specific individuals involved. - 00:10–00:15 Freebot introduces himself as a DJ and producer from Monterrey, Mexico, specializing in TekTribal music. He speaks directly to the camera in a casual, friendly tone, establishing his identity and musical background, and setting a personal, authentic perspective. - 00:15–00:23 Rohan (Noizy Brothers) introduces himself, highlighting his origin from Belgaum, India, and its rich cultural heritage. He also speaks directly to the camera, mirroring Freebot's casual tone and establishing his identity and cultural context. - 00:23–00:27 Freebot and Rohan are shown hugging, with an on-screen question 'How did you find each other?'. This visual emphasizes their strong bond and directly prompts the narrative to explain the origin of their connection. - 00:27–00:48 Freebot explains that he discovered Rohan on SoundCloud through a comment Rohan left on one of his songs, which was posted on LokoSound's SoundCloud profile. This details the initial online interaction, highlighting SoundCloud's role in facilitating discovery and engagement. - 00:48–00:51 Freebot and Rohan are shown in a selfie, with an on-screen question 'When did you finally meet up?'. This continues the narrative by building anticipation for their in-person meeting, reinforcing the idea of online connections leading to real-life encounters. - 00:51–01:05 Freebot describes their first in-person meeting as 'magical,' occurring at his hotel in Belgaum during his 2022 India tour, close to his birthday. This emphasizes the personal significance and positive emotional impact of their meeting. - 01:05–01:07 A heart-shaped cake with 'Welcome to India Freebot' written on it is shown. This visual reinforces the warmth and hospitality Rohan extended, adding a personal touch to their burgeoning friendship. - 01:07–01:10 Freebot and Rohan pose together, and Freebot reiterates his feeling of a 'brotherly connection.' This reinforces the deep bond formed and the emotional core of their story. - 01:10–01:15 Rohan states that their meeting marked 'the beginning of a new chapter beyond music.' This elevates their collaboration beyond just a musical project, suggesting a deeper, more enduring relationship and shared journey. - 01:15–01:19 Footage of a large, enthusiastic crowd at a performance in India is shown, with an on-screen question 'What is it like performing in India?'. This visually demonstrates the success and impact of their collaboration, showcasing the vibrant energy of their audience. - 01:19–01:32 Freebot expresses immense gratitude for his community in India, crediting the musical curators and sound systems used in road shows. This highlights the importance of community support and the infrastructure that enables artists to connect with their audience. - 01:32–01:40 Rohan describes the crowd's response as 'insane' and the moment as 'breathtaking.' This conveys the overwhelming positive reception and emotional high of their performances, reinforcing the success of their collaboration. - 01:40–01:43 Freebot is shown performing to a crowd, with an on-screen question 'What advice would you give to emerging artists?'. This shifts the narrative to a mentorship role, positioning Freebot as an experienced artist offering guidance. - 01:43–01:58 Freebot advises artists to be unique and true to themselves, emphasizing that genuine ideas from the soul can 'impact and break barriers.' This offers an inspiring message about artistic integrity and the potential for profound influence. - 01:58–02:05 Rohan concludes by stating that SoundCloud helped him find Freebot, leading them to build 'something unique and real.' This serves as a direct testimonial, reinforcing SoundCloud's value proposition as a platform that facilitates meaningful and authentic artistic connections. - 02:05–02:12 The ad ends with a black screen displaying the call to action 'FIND YOUR SCENE ON SOUNDCLOUD' followed by the SoundCloud logo. This provides a clear directive for viewers to engage with the platform.

# Ad summary This ad features DXRKNOVA, a musician, who shares his experience using SoundCloud to distribute his music and sell merchandise. He highlights the platform's benefits, such as keeping 100% of royalties, direct fan support, vinyl releases, and artist storefronts. # Brand positioning SoundCloud is presented as a platform that empowers independent musicians by providing tools for distribution, monetization, and direct fan engagement. The brand positions itself as an alternative to traditional music industry models, emphasizing artist autonomy and financial benefits. SoundCloud aims to occupy the space of a supportive ecosystem where artists can thrive without intermediaries, fostering a community-driven approach to music creation and consumption. The brand aligns with values of independence, creativity, and direct connection with fans, pushing against the norms of traditional record labels and distribution models. The brand positioning is both functional (providing tools and services) and emotional (empowering artists and fostering community). # Product SoundCloud is a platform for musicians to distribute their music, connect with fans, and monetize their work. It allows artists to upload and distribute tracks to major platforms, release music on vinyl, and create artist storefronts to sell merchandise. SoundCloud enables direct fan support, allowing fans to contribute directly to the artist. A key USP is that artists keep 100% of their royalties, as SoundCloud does not take a cut. The platform addresses the purchase barrier of high fees and intermediaries, offering a direct and transparent way for artists to earn from their music and merchandise. The ad highlights the value of SoundCloud as a tool for independent artists to grow their fanbase and revenue streams. # Visual style The ad has a UGC feel with a mix of casual, handheld shots and more polished studio setups. The editing style includes quick cuts and transitions, keeping a consistent pace throughout. The production quality is a hybrid of lo-fi and polished, which supports the intended tone of authenticity and accessibility. Visual motifs include text overlays with animated counters and graphics, emphasizing the artist's success and the platform's benefits. The pacing is relatively consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:02 This is DXRKNOVA, and I've been on SoundCloud since 2020. Text overlay: 00:00–00:02 DXRKNOVA / 00:00–00:02 DOES IT ALL / 00:00–00:02 ON SOUNDCLOUD Visual: 00:00–00:01 A low-angle shot of DXRKNOVA standing on a rooftop with a city skyline in the background. He is wearing a brown hoodie and jeans. The sky is blue with scattered clouds. Text overlay: "DXRKNOVA DOES IT ALL ON SOUNDCLOUD". / 00:01–00:02 A close-up shot of a washing machine. Text overlay: "DXRKNOVA DOES IT ALL ON SOUNDCLOUD". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of independent musicians struggling to monetize their music and connect with fans due to high fees and intermediaries. "SoundCloud doesn't take a cut, which is game-changing." # Value propositions - Keep 100% of royalties: SoundCloud doesn't take a cut - Direct fan support: Fans can support you directly - Release music on vinyl: Order one or a hundred, there's no minimums - Artist storefront: Link your merch that you sell off platform and put it right next to your music # Benefits - Reach a wider audience - Monetize your music and merchandise - Connect directly with fans - Keep all your earnings # Features - Upload and distribute tracks to major platforms - Release music on vinyl - Create artist storefronts to sell merchandise - Direct fan support - Keep 100% of royalties # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of DXRKNOVA, a musician and SoundCloud user, sharing his personal experience and success story. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with DXRKNOVA introducing himself and stating he's been on SoundCloud since 2020. This sets the stage for his personal experience with the platform and establishes his credibility as a user. - 00:02–00:07 00:02–00:07 He recounts starting to make music in his family's laundry room without a studio or team, emphasizing his humble beginnings. This creates a relatable narrative for aspiring musicians and highlights the accessibility of SoundCloud. - 00:07–00:11 00:07–00:11 DXRKNOVA explains how he uploaded and distributed his tracks with SoundCloud, leading to his track "Padme" blowing up overnight. This showcases the platform's distribution capabilities and potential for success. - 00:11–00:16 00:11–00:16 He notes that his music wasn't just in his room anymore, it was everywhere, and highlights the best part: keeping 100% of his royalties. This emphasizes the financial benefits of using SoundCloud and its impact on his career. - 00:16–00:20 00:16–00:20 DXRKNOVA states that SoundCloud doesn't take a cut, which is game-changing, as he was living off his royalties at one point. This reinforces the financial advantage and its real-world impact on his life. - 00:20–00:25 00:20–00:25 He explains that with fan support, fans aren't just listening; they can support him directly. This introduces the concept of direct fan engagement and its importance. - 00:25–00:36 00:25–00:36 DXRKNOVA shares that he can release his music on vinyl, ordering one or a hundred, as there are no minimums. This showcases the flexibility and control artists have over their releases. - 00:36–00:48 00:36–00:48 He mentions that with the artist storefront, he can link his merch that he sells off-platform and put it right next to his music. This highlights the platform's ability to integrate merchandise sales and increase revenue streams. - 00:48–00:56 00:48–00:56 DXRKNOVA concludes by saying he went from making music in his laundry room to having fans worldwide, and he can do it all on SoundCloud. This summarizes his journey and reinforces the platform's comprehensive capabilities. - 00:56–00:59 00:56–00:59 The ad ends with a shot of DXRKNOVA smiling and the SoundCloud logo. This leaves the viewer with a positive impression and reinforces the brand.

# Ad summary This ad promotes SoundCloud's vinyl pressing service, highlighting the ease of transitioning from streaming to physical records with no minimums or upfront costs. # Brand positioning SoundCloud is presented as a platform that supports artists in expanding their reach from digital streaming to physical vinyl records. The brand positions itself as a facilitator for musicians looking to create tangible products without the financial barriers typically associated with vinyl production. This offering aligns with SoundCloud's broader mission of empowering independent artists and providing them with tools to monetize their music and connect with their audience in new ways. The brand aims to occupy a space in the consumer's mind as an accessible and supportive partner for musicians at any stage of their career, pushing against the traditional norms of the music industry by removing upfront costs and minimum order requirements. # Product The advertised product is SoundCloud's vinyl pressing service, which enables artists to produce their tracks on vinyl records. This service is designed for musicians who want to offer their music in a physical format without the typical financial burdens. The ad emphasizes that there are "NO MINIMUMS OR UPFRONT COSTS," addressing a significant purchase barrier for independent artists who may not have the capital to invest in large production runs. The service caters to artists already using SoundCloud for streaming, providing a seamless transition to creating physical copies of their music. The ad highlights the value of offering music on vinyl, suggesting it as a way to connect with fans and create a tangible product. # Visual style The ad has a modern and minimalist visual style. The use of a close-up shot of the vinyl record creates a sense of intimacy and focus on the product. The dark background and bright orange record create a striking contrast. The typography is clean and legible, with a focus on bold headlines. # Hooks Headline: FROM STREAMING TO SPINNING # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the financial barriers and minimum order requirements that often prevent independent artists from producing their music on vinyl. # Value propositions - Transition from streaming to physical vinyl records easily - Create tangible products without financial barriers # Benefits - NO MINIMUMS OR UPFRONT COSTS # Features - YOUR TRACKS ON VINYL # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the benefits of SoundCloud's vinyl pressing service and how it can help artists transition from streaming to physical records. # Storyline - The ad opens with the headline "FROM STREAMING TO SPINNING," immediately establishing the transition from digital music to physical vinyl. This is told from the brand's perspective, setting the stage for how SoundCloud can help artists expand their reach. - The ad then shows a close-up of a vinyl record, visually reinforcing the idea of physical music production. This is from the brand's perspective, emphasizing the tangible product that artists can create. - The ad concludes with the statement "YOUR TRACKS ON VINYL. NO MINIMUMS OR UPFRONT COSTS." This is from the brand's perspective, highlighting the key benefits and addressing potential concerns about cost and quantity.

# Ad summary The ad promotes SoundCloud with a music video of an artist rapping in a recording booth. # Brand positioning SoundCloud is presented as a platform for emerging artists to share their music. The ad features a recording artist performing in a studio setting with the SoundCloud logo prominently displayed in the background. This positions SoundCloud as a go-to platform for artists to showcase their talent and connect with their audience. The brand aligns with values of creativity, accessibility, and community, offering a space for artists to be discovered and for listeners to find new music. # Product SoundCloud is a music streaming and sharing platform that allows artists to upload, promote, and share their music with a global audience. The ad highlights SoundCloud as a space for artists to record and share their music. The platform is presented as a place where artists can gain exposure and connect with listeners. The ad emphasizes the ease of use and accessibility of SoundCloud, making it an attractive option for both artists and listeners. # Visual style The ad has a modern and energetic aesthetic, with a focus on the recording artist and the SoundCloud brand. The editing is quick and dynamic, with frequent cuts and zooms to maintain viewer engagement. The red lighting adds a dramatic and edgy feel to the video. The overall production quality is polished, reflecting SoundCloud's position as a professional platform for artists. # Hooks Spoken: Male 1: My new [inaudible] they watch she keep calling me [inaudible] Text overlay: STREAM NOW EXCLUSIVELY ON SOUNDCLOUD Visual: 00:00–00:04: A recording artist stands in a studio booth, rapping into a microphone. The background features the SoundCloud logo in red and white. A computer screen with audio editing software is visible in the foreground. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action STREAM NOW EXCLUSIVELY ON SOUNDCLOUD # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the platform's features and benefits. # Storyline - 00:00–00:04 The ad opens with a recording artist rapping in a studio booth. - 00:04–00:06 The camera zooms in on the artist as he continues to rap. - 00:06–00:08 The camera cuts back to the full view of the artist in the booth. - 00:08–00:10 The camera zooms in again on the artist. - 00:10–00:13 The camera cuts back to the full view of the artist in the booth. - 00:13–00:15 The ad ends with a screen displaying the text "STREAM NOW EXCLUSIVELY ON SOUNDCLOUD" followed by the SoundCloud logo.

# Ad summary This ad features Lightleak, a DJ and music producer from Laguna Beach, California, promoting his new release on Jamie Jones' record label, Hottrax. He expresses his excitement to share it with his audience and thanks them for listening. # Brand positioning SoundCloud is presented as a platform that supports and promotes emerging artists, helping them transition from uploading their music to achieving label releases. The brand is positioned as a launchpad for creators, providing them with the tools and exposure needed to advance their careers in the music industry. This positioning aligns with a value of empowerment and opportunity, suggesting that SoundCloud is a place where aspiring musicians can gain recognition and achieve their goals. # Product The ad promotes a new music release by Lightleak on Jamie Jones' record label, Hottrax. Lightleak describes his music as "minimal deep tech house music." The ad serves to announce and celebrate this achievement, inviting listeners to check out his new track. The ad highlights the journey from uploading music on SoundCloud to getting a release on a well-known record label, showcasing the potential for growth and recognition that SoundCloud can offer to its users. # Visual style The ad has a casual, UGC-style aesthetic, with a selfie-style camera angle and natural lighting. The editing is minimal, with static shots and no transitions. The production quality is simple and straightforward, giving it an authentic and personal feel. The pacing is consistent, with a focus on delivering the message clearly and directly. # Hooks Spoken: Hey guys, it's Lightleak. Text overlay: FROM UPLOAD TO LABEL RELEASE (IN 14 MONTHS) / CREATOR SPOTLIGHT Visual: 00:00–00:01: The shot is a close-up, selfie-style view of Lightleak, a young man with light skin and brown hair, standing on a balcony. He is wearing a patterned shirt and smiling as he speaks directly to the camera. Behind him, there is a view of a sunny landscape with buildings, trees, and a blue sky. Text overlays appear at the top of the screen, including the SoundCloud logo, the words "FROM UPLOAD TO LABEL RELEASE," and "CREATOR SPOTLIGHT." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the challenge of emerging artists to get their music recognized and released on reputable record labels. # Value propositions - SoundCloud provides a platform for emerging artists to gain recognition and achieve label releases. - Lightleak's success story demonstrates the potential for growth and opportunity on SoundCloud. # Benefits - Opportunity to share music with a wider audience - Recognition from a reputable record label - Potential for career advancement in the music industry # Features - DJ and music producer - Makes minimal deep tech house music - Release on Jamie Jones' record label Hottrax # Call to action None used. # Social proof - Lightleak (DJ and music producer): "I just had a release on Jamie Jones' record label Hottrax" # Point of view - Customer 100% – The entire video is told from the perspective of Lightleak, a DJ and music producer, who is sharing his personal experience and excitement about his new music release. # Storyline - 00:00–00:07 Lightleak introduces himself as a DJ and music producer from Laguna Beach, California, who makes minimal deep tech house music. - 00:07–00:13 Lightleak announces that he just had a release on Jamie Jones' record label, Hottrax, and expresses his excitement to share it with his audience. - 00:13–00:14 Lightleak thanks his audience for listening.

# Ad summary This ad for SoundCloud highlights the features of the platform, including high-quality audio, offline listening, ad-free listening, and support for artists. # Brand positioning SoundCloud is presented as a music streaming platform that values high-quality audio and supports artists. The brand positions itself as a service that enhances the listening experience by offering ad-free and offline listening options. This suggests a focus on providing a premium experience for music enthusiasts who want to enjoy their favorite tracks without interruptions and with the ability to listen anywhere, even without an internet connection. The brand aligns with a lifestyle that appreciates music and supports the creative community. # Product The ad promotes SoundCloud as a music streaming platform that offers several key features. It emphasizes high-quality audio, ensuring listeners can enjoy their music with the best possible sound. The platform also provides offline listening, allowing users to download and listen to their favorite tracks without an internet connection. Additionally, SoundCloud is presented as ad-free, eliminating interruptions during listening sessions. Finally, the ad highlights that using SoundCloud helps support artists, suggesting that the platform is committed to fostering the music community and compensating creators for their work. These features collectively make SoundCloud an appealing choice for music lovers who value quality, convenience, and artist support. # Visual style The ad has a clean and modern visual style with a focus on highlighting key features through simple icons and text. The use of a gradient background and orange outlines gives it a contemporary feel. The layout is organized and easy to scan, making it clear what the main benefits of the product are. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of interrupted listening experiences due to ads, as highlighted by the "AD-FREE" feature. # Value propositions - Enjoy high-quality audio without interruptions - Listen offline anytime, anywhere - Support artists while enjoying your favorite music # Benefits - High-quality audio - Offline listening - Ad-free experience - Support for artists # Features - HIGH-QUALITY AUDIO - OFFLINE LISTENING - AD-FREE - SUPPORT ARTISTS # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the features and benefits of using SoundCloud. # Storyline - The ad begins by showcasing the SoundCloud logo, immediately establishing the brand identity and setting the stage for what's to follow. The brand is telling the audience what platform is being advertised. - The ad then highlights four key features of SoundCloud: high-quality audio, offline listening, ad-free experience, and support for artists. The brand is telling the audience the benefits of using the platform.