The challenge: 
Acclaimed drummer, songwriter, and producer Darren King’s first publicly-available sample packs were distributed by a company that was later acquired. The sale made him some cash up front but shut down the possibility of future revenue. 

Darren is no stranger to sampling. From selling packs on the marketplace Splice, to his work with Kanye West and Travis Scott not to mention being a founding member of New Orleans Alt-Rock band MuteMath, his memorable drum performances and sampling talent are a favorite among fans and musicians alike. And not only did he have the content, he was ready to build a new empire.

The solution: 
In an attempt to regain creative control and ownership of his sample work, we built Thick Audio—a fully-owned digital product company that gives Darren his own direct pipeline to consumers. 

We began with a branding workshop alongside our back-of-house team, Coalesce. That process helped articulate the vision and mission of the brand, which we used to create a full visual identity including logos and other marks that would be used in telling the brand’s story across marketing, advertising, and ecommerce.

Our market research and creative collaborators confirmed that customers are open to buying unique and specific sounds outside a membership model like Splice. Thick Audio wanted to create products for creatives who were tired of endlessly scrolling those sites, looking for something to spark an idea, only to end up with sub-par sounds.

The Thick Audio mission?
To make expensive sounds more affordable and rare sounds more accessible, so creators can spend less time searching and more energy focusing on style and emotion.

In just a few weeks, we completed the branding process, launched a full ecommerce site with the appropriate EULA (end-user license agreements) and privacy policies in place, and tackled the first social media advertising campaign. Thick Audio may be a newcomer in the space, but it’s already returning revenue every week, and with new collaborations and unlimited creative spirit from Darren, we see a very promising future on the horizon.