Expressing the connecting power of music
To bring creators and fans closer
Role
Independent Strategist
Client
Mixcloud
Industry
Music, Technology
Scope
Brand Positioning | Brand Strategy
Date
2020
Credit
Brand + Digital design by Output
Ahead of celebrating ten years since launching, Mixcloud wanted to reaffirm their commitment to their audience and mark a clear direction for the next decade.
In an increasingly competitive market that is of music streaming, Mixcloud wanted to stand out for their belief and mission to supercharge the relationship between audio creators and their biggest fans.
The Insight
Despite audio streaming platforms being a unique place for creators and listeners to connect on a deeper level, there’s rarely the opportunity to do so.
The emphasis is on consumption not deep connection, leaving listeners with a lack of awareness of the value of the content they ‘consume’ and a shallower relationship with creators.
The Strategy
Alongside the leadership and marketing team, we explore and defined what makes Mixcloud unique. What makes them stand out in the sector and why choosing their platform will benefit audio creators.
With a deep sense of loyalty towards creators, Mixcloud had for the last ten years the philosophy that they ‘make to solve’ creators problems. Taking the time to understand how the industry is shifting and what pains creators were experiencing. Instead of the fast paced approach most streaming platforms were adopting putting creators under increasing pressure.
So we needed to elevate the fact that Mixcloud is taking a stand by championing human creativity over algorithms with a unifying idea; emotionally connect with sound.
Inviting 20 million people to listen deeply
Most importantly, Mixcloud wanted to bring to streaming platforms the idea that fans emotionally and financially support their favourite creators — enabling a thriving audio culture.
Giving the tools and legal framework for audio creators to gain financial and creative independence and a platform that enables them to talk directly to their biggest fans.
All genres, all creators, yet decidedly Mixcloud
The new brand needed to strike a balance. It needed to clearly express Mixcloud’s new mission, values and character. Amplifying the reach of the brand story through attribution across talent, content, advertising and product — yet, be able to frame the creators’ content. Keeping the spirit and the raw nature of creators art and expression to shine through.
The Impact
From the unifying idea; emotionally connect with sound, the new brand creates an immersive experience across platform and app, inviting the 20 million strong community of Mixcloud to listen deeply. And with the launch of new products and services such as Mixcloud Pro and LOUD, Mixcloud is now confidently expanding their offering and reach.
