Where brands meet culture
SoundClub was created as a sub-brand to AiaSound — built to live the other 362 days of the year. While AiaSound is a three-day festival, SoundClub became the year-round extension of its energy. The concept emerged during 2020, when DJ sets moved online and became a cultural format of their own. We wanted to create our own version - rooted in Copenhagen.
From bookstores to bars and basketball courts, SoundClub turned urban spaces into DJ stages. Some sets were made purely for digital audiences, others built around live energy and atmosphere.
In collaboration with CUPRA - a natural fit within electronic culture - SoundClub evolved into more than content. A platform. Built on sound. Driven by identity and culture.
The first SoundClub wasn’t about scale. It was about intention.
About testing a format. About trusting a feeling. About turning a space into something alive.
No template. No blueprint. Just sound, atmosphere and a belief that culture doesn’t wait for permission. This was the beginning. Not of a campaign - but of a platform in motion.
SoundClub feat. John Vincent presented by AiaSound x CUPRA
SoundClub feat. SMILLI presented by AiaSound x CUPRA
SoundClub feat. YUMÈ presented by AiaSound x CUPRA
SoundClub feat. ¡HARTY! presented by AiaSound x CUPRA
