Axe intends to help new hip-hop artists with its new program/marketing campaign, Axe the Label.

 Axe is partnering with SoundCloud and artists Lil Yachty and Zaytoven to launch Axe the Label, giving emerging rappers and producers an opportunity to co-create with Yachty and Zay and rise from anonymity to stardom.

The program is the first in the U.S. under the new Axe Music platform.

Axe launched a contest on October 1st, which allows for two phases of collaboration directly on SoundCloud, with the release of a new “ANARCHY” track from Yachty. Fans can enter for a chance to win the first phase of the contest by submitting their best lyrics for the hook of Lil Yachty’s newest track “ANARCHY” using the SoundCloud commenting feature. One winner will be chosen by Lil Yachty and will receive a co-writing credit on his track.

“The old way of coming up in the game is over,” said Lil Yachty. “If you got the talent and the drive, there are ways to get noticed. True music fans are on that platform, cause that’s where the new wave lives. I got on when ‘One Night’ blew up on SoundCloud. Someone heard my track, used it in a meme and I haven’t looked back. So to continue my partnership with AXE and take it back to SoundCloud is like a homecoming.”

Phase 2 runs October 29th through November 16th. Grammy-Award-winning producer Zaytoven will share two instrumental tracks, “GOLD” and “PHOENIX,” giving rappers the opportunity to flow over either track for a chance to win. Producers can enter to win by using the associated beat and stem packs to create brand-new tracks.

Two rappers and seven producers will be selected by Zaytoven and a panel of music industry insiders to be featured on the playlist. Winners will receive a production credit on their final collaboration with Zaytoven.

All winners will be announced mid-November to mid-December having earned their spot on the AXE the LABEL playlist on SoundCloud, and receive their very own custom can of Axe Body Spray.

Dawn Hedgepeth, Vice President of Men’s Grooming, Unilever, says, “At its core, AXE is about helping young people confidently embrace and express their true selves, so investing in aspiring creators who devote their energy to that same pursuit is something we’ve always been passionate about. Hip-hop artists have never settled, never confined themselves to the limits of convention, genre, or process. They’ve always experimented while staying true to themselves. That’s what AXE the LABEL is all about.”

Chris Blackburn, Head of Global Sales and Partnerships, SoundCloud, adds, “We’re thrilled to partner with AXE to offer both fans and creators a unique opportunity to help create new music with two of the biggest artists in the world by leaning into the inherently social nature of SoundCloud.”