Behind the Booth

White Castle, America’s first fast-food hamburger chain and the family-owned innovator behind The Original Slider®, is partnering with SoundCloud on a social content series featuring up-and-coming hip hop artist Dess Dior.
Creator-Led Reach: This partnership will connect White Castle to rising artists and tastemakers who influence Gen Z and Young Millennials across SoundCloud, social, and creator networks.

The series includes two video formats, “Behind the Booth” and “Amplified,” each offering a behind-the-scenes look at Dess Dior, her music, and the creative influences that have shaped her career. The videos will go live on Instagram and YouTube shorts.
“Amplified” takes viewers behind the scenes as Dess Dior reflects on her musical influences like growing up in St. Louis, and the path that led her to where she is today.
Throughout the episode, she enjoys White Castle’s iconic Original Slider® and golden crinkle cheese fries while shedding light on the experiences and inspirations that fuel her creativity.
“Behind the Booth” features an exclusive performance of her trending song, “Ms. Put It On.”
An additional social clip features an interview with Dess Dior after her performance, where she discusses her journey as a SoundCloud artist.
Studio sessions, artist storytelling, and social cutdowns provide a steady stream of high-quality content that can support across initiatives and LTOs.
This program builds cultural relevance at the top-of-the-funnel and drives crave and consideration through consistent creator-driven storytelling. Artist partnerships, branded tracks, and always-on media give fans real creative access and make White Castle a natural part of the creator experience.
The social activation and partnership with SoundCloud continues White Castle’s “Crave Thy Castle” brand platform, created in partnership with creative AOR GS&DM. GSD&M also handled the paid media.