Cup Noodles is Using SoundCloud to Give Musicians Their Big Break

Tim Maytom

Cup Noodles, a Nissin Foods instant ramen noodles brand, is looking to SoundCloud to help give aspiring musicians their big break. As part of its ‘Just Warmin’ Up’ campaign, the brand has selected five up-and-coming DJs – selected from a larger pool – to compete for the chance to open for electronic group Cash Cash.

The brand is giving fans the chance to check out the five EDM (electronic dance music) DJs on its SoundCloud page. Here fans can like, comment and share their favourites to influence Cash Cash’s decision on the winning DJ.

"We know how hard it is to break through in the music world; it's taken years and years of hard work to make a dent," said Jean Paul Makhlouf, who along with Alex Makhlouf and Samuel Frisch make up the Cash Cash trio. "That's why this is so cool what Cup Noodles is doing – up-and-coming artists need all the help they can get – so receiving a spark like this goes a long way. We can't wait to play our show and help this DJ get some attention."

Cup Noodles launched its ‘Just Warmin’ Up’ campaign at the backend of last year, along with its first-ever major recipe change in the US. The campaign is the brand’s first major advertising and marketing initiative in the US in decades, and includes new digital spots, a new voice on social media, and more.

"With the Cup Noodles brand we want to champion up-and-comers from all walks of life – whether it's a musician, comedian or college student looking to ace that next exam," said Leslie Mohr, VP of marketing for Nissin Foods USA. "We're embarking on this campaign by focusing on musicians in a big way, but our goal is to provide a spark to warm-up acts across all industries.”