Making It

CHALLENGE

With a pedigree in audio innovation spanning 80 years and a near-constant presence on the world’s most iconic stages, Shure dominates the professional-audio category. But it has enjoyed less success in the rapidly growing pro-sumer and consumer audio markets, with much lower levels of awareness and cultural resonance. To support the launch of a new product range focused on amateur and semi-pro creatives, Shure needed a cultural proposition that would engage an unfamiliar audience who had limited awareness and consideration of the brand.

SOLUTION

MAKING IT is an award-winning global content platform that shines a light on a new generation of creatives and cements Shure’s role as a key tool in the creation of their work. We collaborate directly with young musicians, artists, poets and Podcasters in countries all over the world, and facilitate the creation of brand new material using Shure’s products. As part of the programme, more than a hundred creatives have been seeded with products, and a handful of these creatives have been championed through short videos and Podcasts. MAKING IT marks the first successful steps of building cultural resonance between Shure and new communities.