HUGO Tracks: Authentic Sound for a Sophisticated Audience

HearDis! Designs the Innovative HUGO Music Platform

Hugo Boss is one of the best known and most successful German fashion manufacturers and has a global reputation for exceptional quality and innovative style. With our Sound Manual we already analyzed the individual brands of Hugo Boss in-depth and differentiated their musical profiles. To introduce a young and modern target group to Hugo Boss’ innovative lifestyle brand HUGO, we developed HUGO Tracks, a music service including downloads, streams, a blog and more.

HUGO Tracks: The Music Blog

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With the HUGO Tracks music blog we created a platform to introduce handpicked, curated releases from the electronic music scene. The heart of Hugo Tracks were limited, free downloads by selected featured artists. A special HUGO Tracks mix with the sound of the brand was available via live stream and as a podcast.

We focused on innovative musicians instead of established mainstream acts, including artists like Kavinsky, Chromatics, Bombay Bicycle Club, Hot Chip und James Blake - before their international breakthrough.

Streams, Downloads and Podcasts

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We complemented the musical content with exclusive interviews, video premieres and articles in collaboration with artists and labels. HearDis! selected the music, produced the mixes as well as the editorial content and took care of licensing and communication with artists, labels and music publishers.

Authentic Content, Sustainable Image Boost

Hugo Tracks received exceedingly positive feedback from a steadily growing audience and quickly became an important and reliable source of fresh and exciting music for trendsetting music- and fashion-aficionados. As an intermediary between the brand and the urban creative scene, Hugo Tracks provided the brand with a credible standing in the target audience.

In 2006 Hugo Tracks became an integral part of the newly launched eMag, Hugo Boss’ online brand magazine covering the worlds of fashion, music, sports, art and design.

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