SOUND BITE launched as HUNGER’s dedicated music title with a challenge beyond publishing: how do you turn a magazine into a cultural platform that exists in the real world, not just on the page? For Johnnie Walker Black Label, it presented an opportunity to engage with emerging artists and tastemakers through participation rather than sponsorship.

The launch transformed Abbey Road Studios into an immersive celebration of new music, bringing together live performances, editorial storytelling, photography, film, and brand experience under one roof. Creative direction, artist curation, programming, visual identity, and brand integration combined to create a world that felt authentic to both SOUND BITE and Johnnie Walker.

The result was an event with queues outside one of the world’s most iconic music venues. More importantly, it established SOUND BITE as a cultural platform in its own right and laid the foundations for an ongoing partnership between HUNGER and Johnnie Walker.