Building a Devoted Fanbase Through Storytelling
As Sonos’ trusted creative and strategic partner, On Air Presents created and launched the brand’s flagship podcast, Object of Sound, and has continued to produce signature programming, live events, and national campaigns that deepen Sonos’ connection to music culture.
Over multiple years, our collaboration has spanned original podcast production, video, design, and event activations—all focused on music storytelling. Together, we’ve built a devoted community of artists, creators, and listeners who come to Sonos for discovery, dialogue, and deeper listening.
Cultural Relevance
From concept to execution, we guided every stage of Object of Sound: titling, casting host Hanif Abdurraqib, booking talent, producing and designing the audio, and developing audience and marketing strategies. The result is a show that has become a cultural touchpoint for music fans, amplified through live shows, exhibitions, and collaborative events.
Audience Engagement
We developed a robust social strategy for every episode, plus a listener call-in line that turned fans into contributors. Audiences responded to weekly prompts and shared episodes organically, creating a feedback loop of engagement that fueled the show’s growth.
The Object of Sound Experience
At a live activation, hundreds of hours of personal stories and song selections were collected on-site. These recordings became the bonus episode, “Where I Come From,” featuring Hanif and artist Angélica Negrón of Balún.
