Our approach was to personify the service. Instead of just selling “streaming,” we built Radio Loca—a dedicated platform within the service designed to showcase its curated content. We realized that to make the technology accessible, we needed to lead with the music and the artists that the audience already loved.
Artist-Led Discovery
By partnering with world-class promotors and associations to DJs like John Dahlbäck, Albin Myers, and David Guetta, we provided a reason for users to explore the service. Their presence gave the platform an editorial voice and a sense of exclusivity.
Association through Authenticity.
We didn’t just offer genres; we gave the channels life by associating “Music Unlimited” with the epicenter of the club scene. By arranging club events featuring world-class DJs like David Guetta, John Dahlbäck, and Albin Myers, we strategically positioned the service within the most relevant nightlife environments.
Connecting Digital to Live
To deepen the relationship, we took the digital experience into the physical world. Through the “Loca Sessions” tour, we visited 18 cities, allowing the audience to experience the “Music Unlimited” brand in person. It wasn’t just about events; it was about creating a tangible community around the digital service.
The Result: Strategic Growth and Market Adoption
By creating a cultural context for the technology, we helped the service gain rapid traction. The combination of live activations at venues like F12 and the digital platform’s accessibility led to a significant increase in user engagement and revenue.
In just nine months, we had successfully demonstrated how an intelligent, experience-led strategy can turn a new technology into a household name. This project showed that when you lead with culture and curation, you don’t just gain subscribers—you build lasting brand loyalty.