First on SoundCloud

Baby Rose

Fall 2019

SoundCloud is a platform that allows artists to own their careers, and First on SoundCloud is a campaign that celebrates the DIY ethos of the brand’s creator community.

From first follow to first feature, Baby Rose is poised to lead the next generation of Atlanta R&B royalty.

Every artist’s journey begins somewhere, and this Fall SoundCloud will celebrate these artist stories through First on SoundCloud, a brand campaign that captures authentic moments of creation, collaboration, and community of creators who got their start on SoundCloud.

Baby Rose burst onto the scene in early 2019, garnering early attention from notable First on SoundCloud alum SZA and Kehlani.

While 2019 marked her first release, Baby Rose has been performing since high school, using music as a vehicle to channel her creativity and cope with her sense of otherness.

“I was just different. I stood out a lot, and I didn’t even really try to”

Recognizing the power in her ability, Baby Rose found a sense of confidence, purpose, and community through music.

Since uploading her first tracks to SoundCloud, Baby Rose has been able to use the platform to find her voice, build her fanbase, and define her career on her terms.

“This is what I have to do, and I was to die today, I would know I died doing what I want to do”

Listen to Baby Rose

Creative Director: Reed Van Nort
Design: Reed Van Nort, Devin, Hobdy, Andrew Joseph
Photo: Jimmy Fontaine
Video: Razor Soft

At its core, First on SoundCloud is a campaign centered around discovery, elevation, and celebration of creativity and artistic expression.

In order to capture the truest representation of an artist's creative process and journey, we took a verité approach, embedding a skeleton production crew in the inner circle of the featured creators for a day.

Capturing the authentic moments of collaboration and community of creators and their crews is critical in positioning SoundCloud as the premier destination of artists to connect, create, and grow their careers.

Visually, the creative is raw and intimate. SoundCloud celebrates imperfection in an artist's creative journey, therefore the visual identity of this campaign is not clean, static, or sterile.

Ensuring the creative is accessible and flexible is central to the overall look and feel. SoundCloud users are always in motion and the imagery is a reflection of the bold and energetic spirit of the brand’s diverse community.

All these elements come together as a collage of video, photo, text, and handwriting, mixing the digital and physical to create something that is meant to feel grounded and authentic.