A new brand for Mixcloud Select, a “fan-to-creator” subscription service, where both creators and artists come first.
Founded with the objective of championing music and the creators behind it, Mixcloud innovates the concept of a fan and artist’s relationship with ‘Select’. Making a faceless and cold interaction more human by creating communities all around the world.
Defining and naming the pioneering service.
In a 3-week creative sprint with the Mixcloud founders and team, we developed a strategy, proposition and name for the service. ‘Select’ is a pioneering move toward building a “fair and sustainable ecosystem” that works for audio creators, artists, and listeners. The name is both simple to understand and easy to remember and reinforces the idea of making a choice when selecting audio content but also to be part of a community.
Artists, producers, radio presenters or insatiable crate diggers are usually hidden behind a profile, where the interaction between them and their subscribers can be as fast as light speed. Mixcloud came to us searching for a brand and voice for the new service where both creators and listeners could break that barrier.