Pocket FM tunes in SoundCake for crowdsourced creativity

Imagine if you could create the tune of your favourite brand. Does it sound too good to be true? Well, audio series platform Pocket FM is making this a reality.

In collaboration with Bollywood music director Sneha Khanwalkar and her platform SoundCake, it is crowdsourcing its sonic tune. This initiative, touted as the world’s first sonic identity shaped collectively by creators and listeners, aims to amplify creativity and community participation in branding.

Pocket FM claims that its ethos revolves around inclusivity and global representation, making creators and the community the foundation of its initiatives. As Vineet Singh, vice-president of branding and communications at Pocket FM, puts it, “Our platform thrives on the contributions of creators, boasting over 75,000 audio series—many born from the talent and passion of our writer community.”

This campaign was designed to reflect those values. Rather than relying on a traditional agency or expert, Pocket FM chose to honour its creator community by making them an integral part of this journey.

The numbers support this approach: with over 200 million users worldwide and more than 100 billion minutes of content consumed, the audio platform’s global reach provides fertile ground for engaging diverse voices. This initiative not only reinforces its brand identity but also deepens its connection with its audience.

A report by market research firm RedSeer predicts that by the end of 2021, India will host 95 million monthly active users (MAUs) consuming online audio content, such as podcasts, audiobooks, and other digital audio entertainment. This marks a 34% increase from the 71 million users reported the previous year.

Pocket FM found the ideal partner for this endeavour in SoundCake, Khanwalkar’s global community of over 15,000 creators. This platform includes more than 8,000 singers, 5,000 musicians, and 1,400 sound artists. This diverse network ensures that submissions will encompass a rich array of cultural influences and creative ideas.

Khanwalkar’s expertise in crafting innovative soundtracks for films like Gangs of Wasseypur and Oye Lucky! Lucky Oye! makes her a perfect fit for this project. Her global experience—including her work on Dev Patel’s Monkey Man—has taught her to transcend geographical and traditional boundaries in music creation.

“By inviting contributions from creators worldwide, we can explore a rich diversity of sounds and ideas,” she tells Campaign. “Imagine an artist in Sweden infusing their composition with rhythms inspired by their environment, adding unexpected layers to the final piece.”

The power of a crowd

The crowdsourcing journey begins with a detailed brand brief from Pocket FM, capturing their identity and vision. “From Egypt to Chicago to Cochin or even Banaras, artists will bring their unique perspectives to life by submitting their interpretations through our platform,” Khanwalkar explained.

Creators from the SoundCake community, along with Pocket FM’s listeners, can submit their compositions. Khanwalkar will personally curate the top three entries. These shortlisted tunes will then be shared with Pocket FM’s over 200 million listeners worldwide, who, along with the company’s employees, will cast their votes via social media and the Pocket FM app to select the final tune.

“This collaboration not only showcases the inclusivity of our platform but also highlights Pocket FM’s commitment to connecting deeply with its audience through the sonic essence,” Khanwalkar added. The winning tune will be professionally produced by her in collaboration with the selected creator, delivering a sonic identity that is authentic and community-driven.

Sonic branding as a strategic tool

Blending submissions from creators worldwide into a cohesive, recognisable sound is no small feat. Khanwalkar acknowledged the challenges but sees them as opportunities to embrace diversity. “The universality of music is valued by both SoundCake and Pocket FM,” she said.

To address these challenges, SoundCake has implemented strategies such as a streamlined platform to simplify the process for creators, ensuring ease of submission and alignment with the campaign brief. It will also establish specific criteria for quality and brief alignment to help creators understand expectations while preserving their creative freedom.

Sonic branding is an increasingly important tool for brands to stand out in a crowded marketplace. Think Netflix’s ‘ta-dum’, McDonald’s India’s ‘I’m lovin’ it’, or Britannia's ‘Ting Ting Ti-Ding’. Pocket FM’s goal is to develop a sonic signature that is similarly and instantly recognisable, making it a hallmark of the brand.

“A distinctive sonic identity will not only amplify our global presence but also create a deeper connection with our growing audience,” Singh asserted. This initiative is perfectly timed with Pocket FM’s expansion into German, Portuguese, and Spanish-language markets, ensuring its sonic branding resonates across geographies.

To address regional sensitivities, the company plans to adapt its master tune for different markets. Singh explains, “We are not creating entirely different tunes for each region but rather adapting the master tune to ensure it resonates well across cultures while maintaining consistency.”

AI and the future of content

In addition to its sonic branding campaign, Pocket FM is leveraging AI to enhance its content library. Since launching AI Audio Series earlier this year, it has released over 40,000 audio series created by its writer community. AI complements human creativity, allowing writers to experiment more and reach a broader audience.

“We see AI as a supportive tool for our creators, helping them maintain their role in shaping the emotional depth of each audio series,” Singh emphasised.

In a world where brands constantly strive to connect with their audiences, Pocket FM’s crowdsourced tune is more than a sonic identity. It fosters a sense of shared ownership and community spirit. By blending professional expertise with authentic creativity, the company is crafting a tune that is not only memorable but also deeply meaningful to its global audience.