Sonos wanted to drop a new, exclusive track and interview with an up and coming hip hop producer. Sonos leveraged SoundCloud's artist partnership team to utilize an up and coming producer to create an organic integration into music culture. Sonos and SoundCloud identified ILoveMakkonen as the best Artist to work with as he had been trending for a few months and fit well with the audience Sonos was targeting for their new product releases. The track premiered on IloveMakkonen's profile page, which was then reposted to the official Sonos SoundCloud page.
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