SoundCloud do clever things with music.
I found them by accident when searching for remixes of ‘I Can See’, a great song from Jazzanova’s new album – listen to it with Spotify on this link.
Anyway, over at SoundCloud they’ve hosted a remix competition that lets users easily upload their mixes and have them judged by Jazzanova themselves, who had this to say:
“Since so many astonshingly good remixes had been submitted, it was no easy task for us to come to a final decision,” says Jazzanova’s Jürgen von Knoblauch . “We discussed the matter over and over again and finally agreed on three winners who had very different approaches and represented the stylistic variety of all submitted remixes. However, we had to draw the lucky winner of Ableton’s software package and Soundcloud’s premium membership. Once again, we would like to thank all the remixers/producers who participated in our remix contest and submitted their excellent works.”
What’s cool about the contest is it gets users engaged with SoundCloud for one great reason, but entices users to explore their other options (as in my case) such as their free website widgets: a dropbox for users to submit any track to the site owner; a player that shows the track’s waveform and allows users to annotate it at points along it’s timeline. These raise the profile of the service across the social web and drive traffic back to their homepage.
With this competition, SoundCloud and Jazzanova are in perfect symbiosis – both benefit from being associated with the other. I’m very interested in researching their company further, as there has to be elements that larger advertisers can participate in.
The effect on Jazzanova’s album sales will be hard to measure, but I’d love to hear from anyone involved on side-effects/uplift in consideration or other brand metrics.