Subdrive
Subdrive
2009-Present
Creative Direction, Event Production, Design, Strategy
2009-Present
Creative Direction, Event Production, Design, Strategy
Electronic music label and brand Subdrive has been releasing music and showcasing artists since 2005 when it started as a podcast and music blog.
My work as the founder and main creative vision behind the brand has allowed me to work on a variety of projects ranging from branding, strategy, event production, social media, and artist development.
This case study is continously updated.
Electronic music label and brand Subdrive has been releasing music and showcasing artists since 2005 when it started as a podcast and music blog.
My work as the founder and main creative vision behind the brand has allowed me to work on a variety of projects ranging from branding, strategy, event production, social media, and artist development.
This case study is continously updated.
Podcast
In 2005, Subdrive launched as one of the first electronic music podcasts on the internet. 10 years later, the label brought it back with a focus on showcasing the best up and coming talent first from New York, and then slowly expanding across the globe.
The podcast helped drive wider adoption and brand recognition for the label, returning attention to the original focus: discovering creative talent and giving them a platform.
After 3 years of slowly building the brand again, regular label releases were re-introduced, playing off the podcast success.
Playlists
Playlists
Alongside the podcast, the biggest content focus for Subdrive has been playlists and has maintained numerous playlists focused on different verticals. The most popular is Dream World - Midtempo Electronic which showcases electronic music under 130 BPMs. Think slow disco or chill trap music.
In late 2018, the label created Subdrive artist curated playlists such as Techno After Dark and Deep Melodic.
Branded playlists such as the label curated playlist for wellness company HigherDOSE also play a key role in showcasing the label's artists and taste to new potential fans.
Events
Subdrive isn't just a label, it's also a producer of unique events and experiences. Since pivoting from music blog to label in 2009, Subdrive has imagined and executed numerous experiences for audiences.
Fashion Week
Subdrive was asked to pitch a concept for a unique fashion week event. Working with architectural designer Adriana Badia, we conceptualized an activation that blended our roots in club culture, photography, design, and more.
A featured photographer's work would be showcased in two sections, the first an LED-light based free-standing structure and the second a secluded secret area in the venue. Meanwhile Subdrive artists and special guests would perform from open to close.
Upon leaving, attendees would be given a gift bag featuring limited edition Subdrive merch created in collaboration with the featured photogapher and Subdrive talent.
Secret Parties
Since 2016, Subdrive has been producing limited-capacity guest list only events in New York City.
Guests do not know the venue location, only the lineup, and can only attend by obtaining a unique code from the artists. This ensures that only true fans and friends will attend, while also creating a demand for access to an event that quickly hits capacity. Photography is also explicitly prohibited so that folks live in the moment.
The music programming ranges from club nights and more intimate dance parties from fall and winter to daytime pool parties in the summer. The goal is always to showcase the best of club culture within the context of the environment of each venue.
Guests have the option to sign up for the mailing list, giving permission to receive future updates, and are the first to receive RSVP codes for future events.
This strategy helped Subdrive grow its event mailing list by 300% over 6 months and resulted in a higher 60% open rate.
Subdrive Sessions: Tech + Design Talks
In 2015, Subdrive began producing one off networking events that brought together the worlds of design, music, and technology. We felt there was a lack of events where professionals from these different industries could talk about the details of how their work affected each other.
Our debut event featured panelists from Boiler Room, Splice, and Next Big Sound and discussed the topic of how platforms can foster emerging music communities. After the panel and Q+A, attendees were encouraged to hang out while Subdrive artist Vin Damato performed.
The second Subdrive Session was livestreamed on YouTube and Facebook, featuring a discussion with leadership from iHeartMedia and Uphoric.TV. The topic? How live streaming would change the festival experience.
Subdrive Sessions: Tech + Design Talks
In 2015, Subdrive began producing one off networking events that brought together the worlds of design, music, and technology. We felt there was a lack of events where professionals from these different industries could talk about the details of how their work affected each other.
Our debut event featured panelists from Boiler Room, Splice, and Next Big Sound and discussed the topic of how platforms can foster emerging music communities. After the panel and Q+A, attendees were encouraged to hang out while Subdrive artist Vin Damato performed.
The second Subdrive Session was livestreamed on YouTube and Facebook, featuring a discussion with leadership from iHeartMedia and Uphoric.TV. The topic? How live streaming would change the festival experience.
Subdrive Sessions: Tech + Design Talks
In 2015, Subdrive began producing one off networking events that brought together the worlds of design, music, and technology. We felt there was a lack of events where professionals from these different industries could talk about the details of how their work affected each other.
Our debut event featured panelists from Boiler Room, Splice, and Next Big Sound and discussed the topic of how platforms can foster emerging music communities. After the panel and Q+A, attendees were encouraged to hang out while Subdrive artist Vin Damato performed.
The second Subdrive Session was livestreamed on YouTube and Facebook, featuring a discussion with leadership from iHeartMedia and Uphoric.TV. The topic? How live streaming would change the festival experience.
Subdrive Sessions: Tech + Design Talks
In 2015, Subdrive began producing one off networking events that brought together the worlds of design, music, and technology. We felt there was a lack of events where professionals from these different industries could talk about the details of how their work affected each other.
Our debut event featured panelists from Boiler Room, Splice, and Next Big Sound and discussed the topic of how platforms can foster emerging music communities. After the panel and Q+A, attendees were encouraged to hang out while Subdrive artist Vin Damato performed.
The second Subdrive Session was livestreamed on YouTube and Facebook, featuring a discussion with leadership from iHeartMedia and Uphoric.TV. The topic? How live streaming would change the festival experience.
→ Visit Subdrive's website and check out all their music on Spotify, Apple Podcasts, or SoundCloud.