Mixcloud x Shure
SHURE24
Digital Campaign
Shure24 is a celebration of the people pushing the limits of audio culture around the world, brought to you by Shure and Mixcloud.
Shure is the world’s leading audio equipment manufacturer and Mixcloud is the global community for audio culture.
Four industry-leading curators pick 24 individuals working across production, podcasting, radio, audio engineering, sonic artistry and field recording.
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Inclusion in the Shure24 presents career-changing possibilities - placing the individuals in a spotlight traditionally reserved for established creators.
Using data from Mixcloud we got Santigold, James Lavelle, Yuri Suzuki & Holly Herndon to choose from a pool of artists that they liked.
We then set them up with an in-depth profile on the site where people could learn about the nominee, hear their music and vote for who they thought deserved to win the accolade. The prize was an in-depth session with the curator to give them valuable knowledge about the industry to further their career, which we recorded as a Podcast hosted on Mixcloud.
Once the voting had stopped and the winners were announced 24.Shure.com became the home to interviews, articles and in-depth features. It provides a cornerstone for the world’s audio community - an opportunity to discover the people behind the sounds, the process behind the productions, and the stories behind the success.
The website was the focal point for all communication and therefore the art direction dictated the entire campaign look and feel.
The inclusion of the curators was vital for the campaign to reach a large varied audience, throughout the campaign, the curators utilised their social channels to talk about their selection and their insights into the industry constantly keeping the content fresh and relevant.
