The concept behind the SoundCloud Go “Anywhere” activation was to create a fully immersive music experience to bring to life the SoundCloud Go experience of unexpected music discovery, anytime, anywhere for fans in Austin and around the globe - while also disrupting the traditional SXSW music experience with a fresh, new take on live music and emerging talent.

When it comes to music, listeners have high expectations and live for moments of unexpected discovery. That’s why they love SoundCloud. For the launch of SoundCloud Go, we brought the music directly to the fans to imprint the “anytime, anywhere” message via kick-ass live music events and content that disrupted the traditional SXSW music experience.

Over the course of four weeks, SoundCloud:

*Created and leveraged bespoke creative content globally across its social handles to promote SoundCloud Go and tease its upcoming experiences,

*Utilized disruptive promotional tactics such as a Snapchat geo-filter & other key channels to demand attention,

*Threw a series of special fan-focused events in non-traditional spaces including a laundromat, barber shop, and Mexican cantina,

*Enlisted an army of street teamers to scour the city of Austin with eye-catching creative, and

*Created and distributed a special, limited edition 'zine, The Stream, to further tease the event, locations and talent.

16 artists and DJs

1,000 lucky fans

3x increase in social followers (by week)

21+ million global social media impressions

2+ million global video views

1+ million media impressions