TAKING GUYS
FROM ANONYMITY
TO NOTORIETY.

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?

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.