THE ASKAxe wanted to build credibility in Gen-Z guys’ #1 passion point: hip-hop. A lot of Gen-Z teens are actual creators but, 91% of music artists are struggling unknowns. Many of them upload to Soundcloud hoping to be discovered as the next big thing.
Axe The Label
A collaborative program that elevates undiscovered Soundcloud artists literally out of the comments and into the spotlight - without the help of a music label. All culminating in a SoundCloud playlist, curated by artists Lil Yachty and Zaytoven.
The Playlist
Each track was inspired by an actual AXE fragrance. Every lyric, beat, and track was reviewed by Lil Yachty and Zaytoven themselves. Resulting in 10 new artists, collabs, and tracks. All without the help of a music label.
The actual playlist with the winners is still going strong. See their custom designed cans below.
Promotion
Lil Yachty and Zaytoven would do anything to promote these 10 new artists. Even if that meant dressing up as bodega stock boys.
