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TAKING GUYS
FROM ANONYMITY
TO NOTORIETY.

W/OUT THE LABELS.

TAKING GUYS
FROM ANONYMITY
TO NOTORIETY.
W/OUT THE LABELS.

TAKING GUYS
FROM ANONYMITY
TO NOTORIETY.
W/OUT THE LABELS.

TAKING GUYS FROM ANONYMITY TO NOTORIETY. W/OUT THE LABELS.

TAKING GUYS
FROM ANONYMITY
TO NOTORIETY.
W/OUT THE LABELS.

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PROBLEM

91% of music artists are struggling unknowns—with 20 million of them uploading to Soundcloud hoping a music label will discover them as the next big thing. Could AXE, a brand known for getting guys noticed in the real world, get them noticed in the world of music, too?

91% of music artists are stuggling unknowns-with 20 million of them uploading to Soundcloud hoping a music label will discover them as the next big thing. Could AXE, a brand known for getting guys noticed in the real world, get them noticed in the world of music, too? 

SOLUTION

We AXE’d THE LABEL—creating a first-of-its-kind platform that elevated undiscovered SoundCloud artists through turning the music streaming service into a tool for collaboration with some of the biggest names in hip hop: Lil Yachty + Zaytoven. How? By hijacking the Soundcloud comment section. Where listeners traditionally just show their love, we let fans show their talent instead—with the best tracks making it onto this generation’s version of an album, a fire playlist.

The end result? We broke 10 undiscovered artists into the music scene, promoting each new artist on their very own AXE can and saw one of our winner’s tracks reach #15 on the SoundCloud charts... all without the help of a music label.


We AXE’d THE LABEL—creating a first-of-its-kind platform that elevated undiscovered SoundCloud artists through turning the music streaming service into a tool for collaboration with some of the biggest names in hip hop: Lil Yachty + Zaytoven. How? By hijacking the Soundcloud comment section. Where listeners traditionally just show their love, we let fans show their talent instead—with the best tracks making it onto this generation’s version of an album, a fire playlist.
The end result? We broke 10 undiscovered artists into the music scene, promoting each new artist on their very own AXE can and saw one of our winner’s tracks reach #15 on the SoundCloud charts... all without the help of a music label.
 

THE PLAYLIST

Each track was inspired by an actual AXE fragrance. Every lyric, beat and track was reviewed by Lil Yachty and Zaytoven. Resulting in 10 new artists, collabs and tracks.

CANS1-5

ANARCHY
GINO LAPPO

PHOENIX
KENXBLVD

GOLD
I$$H

DARK TEMPTATION
DJ VANCE

YOU
G WIZZA

CANS5-10

GOLD FRESH
MOLINA

GOLD TEMPTATION
TYLERGENIUS

ESSENCE
V I S I O N

APOLLO
KANA BEATS

EXCITE
JESTER KING

PROMOTION

Lil Yachty and Zaytoven would do anything to promote these 10 new artists. Even if that means dressing up as grocery store Stock Boys. 

NOL52649
NOL52526
NOL52740

WHAT WE DID

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SOME OF THE HYPE

SOME OF THE HYPE

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Billboard
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THANKS FOR DROPPING IN.