Axe, a brand known for getting guys noticed in the real world, wanted to see if they could help them get noticed in the music world too.  So, we created AXE THE LABEL, a platform that turned SoundCloud’s unique commenting tool into a tool, to help get guys out of the comments section and into the spotlight.

Unknown rappers and producers on SoundCloud were invited to create a fire hook for hip hop idol Lil Yachty’s latest single or co-author an original track with Grammy-winning producer Zaytoven, using beat-kits he dropped online.

Oh, and we may have also replaced the labels of our cans with the names and faces of our unknown artists, topped the Carter V album drop and had the first branded song to ever enter the charts organically.