To launch Serato Sample 2.0, we introduced the future of sampling through story, not specs.
Hometown Sounds is a narrative-led concept that explores how an artist’s voice evolves alongside the city that shaped them. Through sound, texture, and place, the campaign traces the influences artists absorb, and how those influences can be reimagined, remixed, and pushed forward.
With the introduction of Stems, artists are no longer limited by what they sample. The sounds of their city become raw material, pulled apart, transformed, and carried into the next chapter of their music. Not just where their sound comes from, but where it’s going.
Hometown Sounds With Jake One.
For Hometown Sounds, Seattle native and hip hop pioneer Jake One leads a sonic journey through the city that shaped his sound. The textures, rhythms, and musical history of Seattle become both backdrop and material — the foundations of a voice still evolving.
As the narrative unfolds, Jake reimagines sounds from his past using Serato Sample 2.0, pulling them apart and rebuilding them into something new. His formative story and creative future move in parallel, intertwining memory, place, and process into the next iteration of his music.
The campaign launched in collaboration with The Fader, extending the story beyond product into culture.
