Target Audience

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.

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HYPE SONG: Protect Ya Neck: Wu-Tang Clan

Launch Background

CODE X

One of the most recognized features that differentiate 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.

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The goal of the website was to appear as if the user was tapping into the source code. We wanted it to feel very primitive, dark, and intriguingly foreign. 

Mood Board

Behind the Train 

Below is the event layout. Scroll to view each part of the event from the user's perspective. As a team, we put our heads together to contribute to the concept and strategy. After lots of market research, SoundCloud exploration, and sketching we produced an awesome solution.

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PRELIMINARY SKETCHES

EVENT LAYOUT

Event User Journey

ENTRANCE

The user enters at Soundwave Avenue Station. This is where they check-in and obtain their ticket band at the kiosk.

THE TRAIN

the user enters the EDM train car featuring bioluminescent creatures and a water wall. Inside of the train users can listen to music, view local art, and find out more about the music culture they're listening to, essentially working as a mini-museum on wheels.

SEATING BARS

While the use waits for their turn to enter their train, they're welcome to grab a drink from the bar as well as grab some merch from some of our stands.

DANCE FLOOR

After their train experience, the user is greeted with an interactive dance floor and second bar. The thought is to have this space act as an after-party club where all of the guest can come together and have a great time.

TIK TOK BOOTHS

To give users the ability to share their moments at this event. We wanted to partner with Tik Tok to place booths on our dance floor where users could record videos with songs played that night, and send them to their accounts.