The Drop


Step inside the mind of visionary creatives challenging our imagination through technology, design, and original content.


Campaign Overview

In 2017, SoundCloud introduced the second season of the Never Stop. Never Settle. Podcast exploring the internal drive within innovators from all realms of creativity. Hosted by DJ Envy, the eight part series spotlighted eight visionaries across the globe challenging our imagination through technology, design and original content.

In addition to the podcast, SoundCloud and Hennessy V.S also introduced a brand new way to discover new artists well on their way to becoming icons. Say hello to The Drop—a first-to-market franchise designed to deliver Hennessy's story of never settling for today's success by releasing one exclusive track by a breaking artist every month.

The first installment featured Eli Sostre—a 24-year-old crooner, raised by the Marcy Projects, who speaks for a generation inundated with missed texts and misunderstandings. Eli teeters toward a dark strain of R&B-infused rap—late night mood music with a kick of underdog angst. Emulation of idols from Kanye West to Pharrell has paved the way for an identity of his own—spitting catchy choruses that latch on to lustful narratives and sudden sax breaks. Such commitment to his craft has paid off but Eli is just getting started.



Content Strategy, Brand Strategy, Communications Strategy, Copywriting, Art Direction, Analytics