Business Need
Our users are searching for sounds of the South Asian Diaspora, we know the ecomony is growing. In 2023, India became the most wealthy diaspora.
Drive first time visitors and current user engagementfor those interested in samples from South Asia.
Creative Brief
Develop a home for content from this region that is embematic of its iconic sound. Create a visual and sonic identity that honors the roots of south asian music. Then show that music being used by contemporary South Asian artists today.
The Content
In Hindi, "Aaroh" (आरोह) refers to the ascent or upward movement, particularly in the context of music. It can symbolize progress, growth, and rising toward a higher state.
Aaroh was a multi-faceted creative project years in the making, bringing together experts in South Asian music, culture, and design. We delved deep into recording techniques from South Asian pop music of the 50s-80s, sourcing vintage equipment like the Binson Echorec 2. We recorded 15 packs worth of content on our first trip, like bansuri, sitar, tabla, and sarod, We also curated a design world that embodied India's vibrant street art and stenciling.
The Community
The true magic of our samples came to life when they found their way into the hands of today’s musicians, who not only used the sounds but made them their own, infusing them with fresh energy and creativity. While the demand for these unique sounds is undeniable, we wanted to accelerate this process by collaborating with RA to get them into the hands of contemporary South Asian producers and artists in the UK. Our goal was to drive first-time visitors to Splice, and the campaign exceeded expectations, driving X new users. We began to see the sounds appear in productions around the world, in genres like hip hop, bolywood, etc. Aaroh quickly became the best-converting collection we created. Within its first year online, a testament to how these sounds resonated and evolved in the hands of the next generation of creators. Here are some places where these sounds have appeared in the broader cultural fabric, including our Resident Advisor collaboration.
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