tech pr

From Germany to Canada: Localizing an international brand launch

You won’t find a music streaming platform that’s more dedicated to the discovery and growth of independent creators and artists. Learn how Yulu secured 35 quality media placements within the first week of SoundCloud Go’s Canadian launch.


SoundCloud called on Yulu to support the Canadian launch of its new music streaming service, SoundCloud Go. With a limited media presence in the Canadian market, and many well-known competitors already fighting for the limelight, Yulu was tasked with communicating SoundCloud’s differentiators, the significance of this news to Canadians, and adapting one simple news tip across consumers news, business, tech, music, marketing and advertising beats.



Yulu focused on the benefits of SoundCloud Go for music creators, demonstrating how the paid service gave artists more control over their content and how it would help them monetize their work. Leading up to launch day, Yulu prepared SoundCloud’s Berlin-based co-founders to speak confidently on the nuances, trends and milestones in the independent Canadian music industry. With day-of-launch media exposure as the measure of success,Yulu offered embargoed interviews to top tier English and French media outlets across the country during the week preceding the launch.



SoundCloud Go is showing early signs of traction and success in Canada, as news of its launch still makes its way around the circuit on social media.  Yulu secured 35 quality media placements within the first week of SoundCloud Go’s Canadian launch, including features with the Financial Post, Daily Hive, Reuters, La Presse, Le Journal de Montreal, and Postmedia newspapers across the country.