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SoundCloud: First On SoundCloud by Mass Appeal

Client: SoundCloud
Date: Mar 2018
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SoundCloud has launched 'First On SoundCloud,' to celebrate the inspiring stories and raw energy of creators who start on SoundCloud first. 'First on SoundCloud' will promote emerging talent on the platform through new music, video and photography. 'First On SoundCloud' kicks off with SoundCloud’s first-ever creator advertising campaign spotlighting 10 groundbreaking artists from across SoundCloud’s global community. Spanning hip hop, electronic and pop, these artists represent the more than 10 million creators heard on SoundCloud every month.

'First On SoundCloud” featured creators include Kehlani, Galimatias, Taylor Bennett, Lorine Chia, Melo Makes Music, Party Pupils, Jay Prince, Cathedrals, starRo, and Witt Lowry. From their first SoundCloud uploads, to their first album, festival appearance or Grammy nomination, these amazing artists’ stories will be brought to life across SoundCloud apps, playlists, social feeds and newsletters, as well as social and-out of-home advertising.

The 'First On SoundCloud' campaign kicks off with Chicago’s Taylor Bennett, who joined SoundCloud in 2012. As the younger brother of Chance the Rapper, Bennett wasted no time forging his own path, uploading his first tracks on SoundCloud at the age of 14. In the span of three years, the rapper released two mixtapes, an EP, and his debut album, Broad Shoulders. He sold out his first show when he was just 17, and to date, has opened for Vic Mensa and YG on tour, and performed alongside his idol Nas at Lollapalooza. His most recent album, Restoration of an American Idol, debuted on SoundCloud in 2017 and gained more than five million plays in less than three months.


SoundCloud Taylor Bennett Credits

Production Company: Mass Appeal

Director: Jason Goldwatch

Executive Producer: Mike Lobikis

Director of Integrated Programs: Brette Garber

Director of Brand Partnerships & Strategy: Jon-Erick Colclough

Head of Production: Renee Robson

Producer: Christian Kendrick

Production Manager: Tina Cross

Director of Photography: Zeus Morand

1st AC: Jai Mansson

2nd AC/DIT: KT Moss

Gaffer: Steve Semkew

BB Electric: Joey Domaracki

Sound Mixer: Erik Rasmussen

Stylist: Alex Swain

Groomer: Sheena Marie

Set PA: Terrance Kennady

Set PA: Nick Turner

Set PA: Maggie O'Brien

Set PA: Cyrus Leddy