Can a sonic tune be crowdsourced? Pocket FM & Sneha Khanwalkar say yes

Pocket FM has partnered with Bollywood music director Sneha Khanwalkar and her platform, SoundCake, a global community of 15,000+ creators including musicians, singers, and lyricists, to crowdsource its first sonic tune. The idea is to find a tune or a sonic identity that would spark an instant recall. 

As part of this innovative initiative, Pocket FM will invite creators across the globe to create and share their original compositions in sync with the brand’s brief. Khanwalkar will spearhead the creative efforts, bringing the sonic identity to life. “We are looking for a tune that aligns with the brand, fits the brief, is of great quality and appeals to us,” she explains.

For Pocket FM, crowdsourcing the sonic identity is as ‘on-brand’ as it gets. Vineet Singh, VP - Brand and Communications, Pocket FM says, “At Pocket FM, our community lies at the core of everything we create.” The brand aims to empower creators and listeners to actively participate in shaping its sonic tune. “This initiative is more than a branding exercise, it’s a movement celebrating creativity, collaboration and shared ownership,” he adds. 

SoundCake & Sneha Khanwalkar will combine expertise and passion to help Pocket FM find its most pitch-perfect sonic tune. Creators on SoundCake will get access to the brand’s brief, and an opportunity to submit their compositions. Khanwalkar shares that the submissions will be time-stamped with a strong legal framework and the required terms and conditions, to protect the rights of the participating artists. Singh further underscores the brand’s commitment to crediting the artists, explaining that it took the team months to fine-tune the process.

Khanwalkar will produce the tune in collaboration with the selected creators, ensuring the sonic branding is deeply personal, authentic and community-driven. Her to-do list will truly depend on the submissions. “I will know my role once we have everything in place. I could co-create it or focus on curation,” she says, sharing her excitement for the process. 

Pocket FM aims to stand out in a crowded market by incorporating the voices and creativity of its community. The resulting anthem of collaboration will weave sonic innovation into the brand’s DNA, echoing for years to come.