Our mission with the NTH-50 launch was to extend RØDE’s studio-grade pedigree directly into the heart of nightlife. For thirty years, RØDE has been the trusted choice for home studios; now, with the NTH-50 on-ear headphones, we set out to prove that our legacy of fidelity could thrive in the most demanding DJ booths and living-room setups alike. The “Driven by Sound” campaign was designed to shepherd bedroom producers and club DJs through a full-funnel experience—melding sleek 3D product reveals, e-commerce–first touchpoints, and social-driven momentum—to position RØDE as the new authority in nightlife audio.

We built momentum with a multi-layered crescendo: visceral 3D teasers spotlighted the NTH-50’s sculpted contours and resonant chamber, targeted emails unveiled behind-the-scenes insights, and paid ads directed enthusiasts to acoustic demo videos. A continuous stream of long-form content nurtured community engagement before a purpose-built E-com storefront made pre-ordering effortless. To bridge the digital and the real, we sent signature NTH-50 pelican cases to icons like Skrillex, Fred Again.., Derrick Gee and T-Pain—turning their unboxings into events that rippled through forums, TikTok, and Instagram. When pre-orders opened, the first run sold out in days, cementing RØDE’s evolution from home-studio staple to club-culture cornerstone and proving that when sound is this exceptional, design becomes the spark for a movement.