The Plug aims to seek out the true up-and-coming artists.
They show increasing promise with every song they release and their accounts have between 3,000-12,000 followers. Each track gains heavy interaction from their followers as well. These up-and-comers have immense potential. They just need to escape their bedroom studios.
The Plug will hand pick 20 artists across 5 major cities.
Each bringing their own unique style and sound to the table. Once entering their one year membership, Plug members gain access to state of the art, private recording studios that are open to them 24/7.
CONSUMER PROFILE
Customer 1 : The Artist
PHANTEX (Donavan)
25 Years Old - Male
This 25 year old DJ/producer is aiming to kick down his bedroom door to take the world by storm. With over 2,000 followers on Soundcloud and growing, “Phantex” is gaining traction every day. Various tracks with over 10,000 streams, multiple collaborations with other Soundcloud artists, and a growing base of listeners that enjoy interacting with him on socials, Donavan’s bedroom is starting to become a bit too small for the size of his talent.
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Phantex is thirsty to elevate. To reach the next level. Not only to discover the thing that may be missing from his sound, but to create connections to push him further. To take over a stage with his presence and turntable abilities. So, Donavan is searching. Searching for the opportunity where he can drop the 9 to 5 to make music his 365. Searching for the spark. Searching for the glow up. The beat. The spice. And the everything nice.
Honestly, Donavan is looking for The Plug.
Customer 2 : The Indie Listener
Sam - 23 Years Old - Female
You’ve never heard of the artists Sam say are her favorites. You’ve never heard of any of the songs she plays when she takes aux in the car. Hell, you’ve scrolled through her playlist yourself and it feels like a foreign language to you. But that’s exactly how she likes it.
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She likes the up and coming.
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The “unheard of.”
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The “a little too fresh for you.”
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Artists that not only live under the radar but thrive there. These artists feel like personal friends to her. Joining them on social media streams, donating to their fundraising projects, and buying their low-key merch creations. Sam feels such a part of their journey as artists, that she’s willing to travel cross country to see their small venue concert. Buy tickets to a festival to see them play the side stage. Sam pays for Soundcloud to ignore the commercials and not miss a minute.
Customer 3 : The Basic
Chad - 20 Years Old - Male
Long story short, Chad is basic. It’s not a bad thing, however, It just means he’s not as picky about his music selection as his friend Sam. His playlist is an ever-revolving door of top 40 favorites and one hit wonders. Chad will listen to the curated playlists that Spotify will create for him based on the songs he already listens to, and maybe find a few new songs he likes.
But at the end of the day, Chad just likes music. He’ll listen to anything
that gets his toes tapping, his finger snapping, his head bobbing, and his heart bumping. As long as it has a beat that he likes, it’s good with him.
HISTORY
In 2008 in the electronic music capital of Europe, two musicians - Alexander Ljung and Eric Wahlforrs, were looking for a way to collaborate with other hungry artists. Out of it, SoundCloud was born and it quickly blew up as one of the largest streaming services for up-and-coming musicians all around the world. Due to its collaborative interface with comment sections and the repost button, SoundCloud has consistently stood out amongst other music streaming services as the prime platform for musicians looking to get noticed to launch and advance their careers.
In Spring 2020, SoundCloud introduced Repost, which was a $15 million investment initiative designed to help creators get their music heard more on the platform. It initially launched to give artists access to professional marketing and monetization services plus industry-leading distribution features for their music.
SoundCloud, however, was looking for more ways to expand upon this investment. This time outside of the digital realm.
SoundCloud’s The Plug will provide hungry musicians with the resources and opportunities they need to elevate their careers by opening up professional collaborative studios in 5 major cities across the U.S. Twenty young artists will be chosen from each major city and be granted exclusive access to professional equipment and spaces as well as a major promotional campaign through SoundCloud for one year. To launch the opening of the studios, the Plug tours will travel to each major city across the U.S. to introduce the exclusive 20 artist line-up over a series of 3-day live music events.
There’s an entire generation of up-and-coming performers, visionaries, and revolutionaries, waiting to own the world. Waiting to escape the digital realm. Waiting to turn the world into their stage.
BUT THAT'S THE PROBLEM.
THEY'RE WAITING.
