Samsung / Milk Music / ADD52.com

Every music label is looking for the next “big thing” in music, and every artist wants to get signed. However, the process of talent discovery is outdated, and most talented artists never get discovered.

Challenge

Finding musical talent through an outdated system.

Solution

Leverage technology and partner with industry icons to change the way emerging artists get discovered.

Narrative_ saw this problem as an enormous opportunity to reimagine the A&R process, and enable artists to share their music with the world. Connecting All Def Digital, a digital music label founded by Russell Simmons and Steve Rifkind, with Milk Music, Samsung’s mobile radio service, we built a groundbreaking, innovative music discovery platform called ADD52.

The proprietary discovery platform was concepted, designed, and built in-house, and includes a sophisticated algorithm that combines the power of data and human curation to surface the best talent.

For 52 consecutive weeks, we gave unsigned artists the opportunity to be discovered and signed to a major record label. Newly found talent received the benefits of backing from industry influencers; radio play on the ADD52 Milk Music station; headlining opportunities with well-known acts like Passion Pit and Miguel; being featured in Samsung’s broadcast TV commercial, and more. Brand promotions included influencer collaborations, programming and content development for the ADD52 station on Milk Music and PR.

The project was a massive success, with over 137M+ total impressions, more than 15K user submitted tracks, and impressive rankings on some of the industry’s best known pop charts.

Results

Press

Campaign covered by Ad Age, Mashable, Billboard, Chicago Tribune, Vibe and more.

Cultural Penetration

Two of the ADD52 artists have topped popular music charts - one was one of the top 100 tracks on Spotify in 2014 & broke iTunes top 5 with the release of her debut EP . Established artists have reached out to the brand asking to become involved as well as other high profile brands.

  • 137MM+

    impressions.
  • 10,630

    artists.
  • 14,718

    tracks.
  • 87k

    page views/month.
  • 91k

    track plays/month.
  • 602MM

    video views.

Two of the artists peaked #3 and #9 on Billboard’s Real Time Charts and one reached #3 on iTunes trending pop charts. One artist has opened up for established artists such as Tinashe, Trey Songz and Kid Ink. One artists sang back up for Ed Sheeran at the 2015 Grammy Awards.