Congratulations to the AXE team, winning in the Shorty Awards in the Consumer Brand category for the AXE THE LABEL program. Now in its 11th year, the Shorty Awards honor the best of social media by recognizing the influencers, brands, and organizations across these platforms.
AXE THE LABEL elevated undiscovered SoundCloud artists by turning the music streaming service into a tool for collaboration and discovery, with hip hop’s biggest names: Lil Yachty + Zaytoven. By hijacking the Soundcloud comment section, where listeners traditionally show their love, the program let fans show their talent instead. The best tracks (each named after an AXE signature fragrance) made it onto a fire playlist. It was a campaign done in collaboration between AXE, Edelman, and Mindshare.
Read more about the program here. Winners will be honored at an awards ceremony in New York on May 5, with more honorees announced then.