Brand Asset Library

Soundcloud wanted to produce a library of photography and video that they could use in multiple advertising campaigns to showcase the vast array of musicians across myriad genres and demographics using their platform.

It was important that the resulting images — shot both digitally and in analog — were immediate and genuine, highlighting the creators in natural settings. That would require meticulous logistical planning across multiple locations and management of ‘real-life’ talent. As the company had never carried out a project of this size and nature, with tight budgets and minimal turnaround time, TAKE was hired to provide service production support, leading on negotiations with talent, location scouting and budget management on a two-day production in our hometown Berlin.

TAKE was brought onto the project by Marina Mónaco, the photographer Soundcloud had already hired for the production. We were given the brief of providing total logistical support, allowing Marina to focus on her creative work. We also supported casting, finding German-based creators that crossed genres including alternative rock, house and world music. To mirror the DIY ethos of Soundcloud’s brand, it was vital to find locations that felt true to the artists, shooting across private properties and recording studios working with the creators to find authentic and comfortable settings. TAKE helped the client navigate model buyouts, negotiating fees that fit within Soundcloud’s budget without sacrificing on the total output of the project.

Working with ‘real’ people also presents a challenge. As some of the musicians were less experienced in front of the camera, we created a relaxed environment on set that ultimately translated into vibrant and compelling imagery that both met the clients’ needs and celebrated the individual creators.