AXE the LABEL
Taking guys from anonymity to notoriety without the labels.
Axe wanted to build credibility in Gen-Z guys’ #1 passion point: hip-hop. A lot of Gen-Z teens are actual creators but, 91% of music artists are struggling unknowns. Many of them upload to Soundcloud hoping to be discovered as the next big thing. So we created AXE the LABEL, a collaborative program that elevates undiscovered Soundcloud artists literally out of the comments and into the spotlight - without the help of a music label. All culminating in a SoundCloud playlist, curated by artists Lil Yachty and Zaytoven.
Shorty Winner | Consumer Brand | 2019
A huge thank you to my Axe spraying partner, Zach McKinney.
CCO / Jimmie Stone
ECD / Megan Skelly
GCD / Matt Zavala
CD / Suyin Sleeman
AD / Schuyler Higgins
The Playlist
Each track was inspired by an actual AXE fragrence. Every lyric, beat and track was reviewed by Lil Yachty and Zaytoven. Resulting in 10 new artists, collabs and tracks. All without the help of a music label.
Promotion
Lil Yachty and Zaytoven would do anything to promote these 10 new artists. Even if that means dressing up as bodega stock boys.
SOCIAL
We revealed the winners through fun social content using our bodega boys.
