We transformed the sound waves of the song tracks presented on Soundcloud into a completely new form of media. To this end, we designed a font that could be read on the waves. We created a design with the sound waves letter by letter and composed a soundtrack for each letter. With this alphabet, we wrote an ad for NME and put it right before songs by Brazil’s main Indie bands.

Brazil’s most important Indie bands took part in the initiative. Every time someone looks for a song by one of the bands on Soundcloud, they come across NME’s message. Every time the band promotes their song, they're promoting NME. Every time the track is embedded in another site, a free ad for NME is sent along with it.