Soundr

When we were tasked with launching metaverse music label Soundr by revealing their ‘signing’ of virtual girl band Skullz, we knew we would need to bolster our sell to media by making the story about the label and their methods relatable. Borkowski is proud to always be looking forward, never shying away from interacting with the latest technologies – allowing us to explain them to media, contacts and clients alike – so we found ways to gain national press coverage for Soundr’s launch.

Rather than music, Skullz were launching a collection of digital artwork and merchandise in NFT format, so we knew that creating an impactful cultural moment for a younger audience was paramount. We focussed on founder Pete Kirtley’s story of creating a 21st-century Spice Girls in the metaverse for his daughter and the way that teens could interact with Soundr’s metaverse-only acts across virtual spaces, adding explainers of how the metaverse and NFTs could influence the music industry. This saw Skullz and Soundr feature in an establishing piece in The I, followed by MailOnline, Yahoo Finance and Market Watch. The story landed on Reuters and Bloomberg investment terminals and was featured on Reddit, helping to secure sales of 10,000 Skullz NFTs in the first hour of release.