Music publication NME found a way to get free advertising on popular music service Soundcloud through their Sound Typeface campaign. Since Soundcloud visually displays the soundwaves of songs, Brazilian ad agency DM9Sul decided to leverage that to brand NME content.
Musicians were hired to compose tunes with soundwaves which resemble letters. Each snippet of sound and music that the artists created visually represents a different letter. Using the resulting musical typeface, NME created a tune that spells out the letters that make up its brand name.
The music that contains soundwaves with the letters NME was inserted before every posted song. NME looked for new Brazilian bands and added its branded soundwaves to the beginning of each track. As a result, every time the songs were shared, NME tagged along for the ride and received free publicity.