Shure24

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 with a heritage rooted in bands and touring. But it has enjoyed less success in the rapidly growing pro-sumer and consumer audio markets, where the brand’s cultural resonance is far weaker. To grow market-share in these new categories, Shure needs to articulate a new cultural proposition that builds awareness and consideration amongst influential creatives. These people’s adoption and championing of Shure is a vital step towards further penetrating these categories.

SOLUTION

Shure24 is a global cultural platform that champions what’s next in audio culture. It is the definitive list of emergent creatives pushing audio culture forward, shining a spotlight on 24 producers, Podcasters, musicians, engineers, broadcasters and sound artists from around the world. Curated by a panel of four leading figures from the audio world, Shure24 lives as a multimedia platform across editorial, Podcasts, video and more. The platform has built invaluable connections between Shure and a new, younger audience of creators and consumers. It positions the brand as an intrinsic part of contemporary culture, which has directly increased Shure’s brand awareness, consideration and relevance.