SoundCloud stands out in the music streaming industry, with a very low reliance on advertising. It is recognised for its unique offering and positioning: avant-garde music. But the real strength of SoundCloud lies in enabling anyone to drop a mixtape on the platform. Anyone can drop the next hit and become a star. It offers the brand an opportunity to express itself and to demonstrate that even as a smaller player, it has a significant contribution to make to the industry. The campaign is based on the platform’s strength to launch artists in the music industry and to create stars: Post Malone, Billie Eilish and many others were unknown before SoundCloud.