Samsung / Milk Music

A new emerging artist discovery platform


Finding musical talent through an outdated system.


Leverage technology and partner with industry icons to change the way emerging artists get discovered.

Narrative_ saw this problem as an enormous opportunity to reimagine the A&R process, and enable artists to share their music with the world. Connecting All Def Digital, a digital music label founded by Russell Simmons and Steve Rifkind, with Milk Music, Samsung’s mobile radio service, we built a groundbreaking, innovative music discovery platform called ADD52.

The proprietary discovery platform was concepted, designed, and built in-house, and includes a sophisticated algorithm that combines the power of data and human curation to surface the best talent.

For 52 consecutive weeks, we gave unsigned artists the opportunity to be discovered and signed to a major record label. Newly found talent received the benefits of backing from industry influencers; radio play on the ADD52 Milk Music station; headlining opportunities with well-known acts like Passion Pit and Miguel; being featured in Samsung’s broadcast TV commercial, and more. Brand promotions included influencer collaborations, programming and content development for the ADD52 station on Milk Music and PR.

The project was a massive success, with over 137M+ total impressions, more than 15K user submitted tracks, and impressive rankings on some of the industry’s best known pop charts.

Video Content


  • 137MM+


  • 87K

    Page views per month

  • 10K+


  • 9K+

    Track plays per month

  • 15K+


  • 602MM+

    Video views


  • Data Helps Russell Simmons' Label Pluck Stars from Obscurity

  • Samsung and All Def Unveil Online Platform For Unsigned Musicians

  • Steve Rifkind on Emerging Artist Platform ADD52, Samsung Partnership: 'We Saw All the Synergies Unite'