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Brand Partnerships 2014 BRAND PARTNERSHIPS 2014 BRAND PARTNERSHIPS 2014 MAMA BRAND PARTNERSHIPS MAMA Brand Partnerships AMPLIFICATION MAMA Brand Partnerships devise, develop and deliver effective brand led cross-media solutions to millions of The Fly music fans from brand programming, promotion and media support through to creation of the coolest live music The UK’s leading music arena’s and festivals. To create the most dynamic solutions, we interact closely with key talent across MAMA & magazine (abc Jul-Dec Co to ensure the activity is up to the minute, authentic and above all, effective. 70,866/readership 492,000). 18 music websites MAMA Venues Combined impressions of over 10 City centre venues including: The Forum, Barfly Camden, The Jazz Cafe, The Garage, The Borderline, 2 million per month. Hoxton Bar & Kitchen, The Ritz, Manchester, East Village Arts Club, Liverpool, Edinburgh and The Institute, Over 600,000 Facebook & Birmingham. Twitter fans. MAMA Festivals E-shots 5 festivals including: Lovebox, The Great Escape, Somersault, Global Gathering, and the award winning Over 3 million emails sent Wilderness Festival. every month to gig goers (including MAMA Presents MAMA Talent round up of gigs to 540,000 Headed up by the co-founder of UK nightclub brands Chibuku Shake Shake, Circus, The Warehouse Project and every week). Parklife Festival, MAMA promoters are a fresh, talented and exciting team booking artists into MAMA festivals, venues and branded shows. MAMA promoters are experts across every key music genre, particularly new music, Ticketing and book over 3,000 artists into the MAMA estate every year. In the past 12 months MAMA & Co were responsible for over 1 million tickets. BRAND PARTNERSHIPS 2014 CURRENT & PREVIOUS BRAND PARTNERS BRAND PARTNERSHIPS 2014 MAMA FESTIVALS BRAND PARTNERSHIPS 2014 THE GREAT ESCAPE - BRIGHTON DURATION 3 DAYS NON CAMPING CAPACITY 16,000 PER DAY (13,000 PUNTERS AND 3,000 INDUSTRY DELEGATES) DEMOGRAPHIC 18-30 NEW MUSIC LOVERS (53:47 M/F) NEW MUSIC FESTIVAL AND INDUSTRY CONVENTION IN A VARIETY OF CENTRAL BRIGHTON VENUES 2013 WAS A SELL OUT EVENT! BRAND PARTNERSHIPS 2014 THE GREAT ESCAPE - BRIGHTON “TGE HAS ESTABLISHED ITSELF AS THE BEST PLACE IN EUROPE TO DISCOVER NEW BANDS” THE TIMES BRAND PARTNERSHIPS 2014 LOVEBOX - VICTORIA PARK, LONDON DURATION 2 DAYS NON CAMPING CAPACITY 70,000 OVER 2 DAYS DEMOGRAPHIC 18-34 LONDONERS (58:42 F/M) A LONDON INSTITUTION AND URBAN SHOWPIECE BRAND PARTNERSHIPS 2014 LOVEBOX - VICTORIA PARK, LONDON “THERE IS NO GREATER ADVERT FOR LONDON AS A CREATIVE, MULTI CULTURAL, PARTY LOVING CITY THAN LOVEBOX” THE TIMES BRAND PARTNERSHIPS 2014 GLOBAL GATHERING - STRATFORD-UPON-AVON DURATION 2 DAYS CAMPING CAPACITY 50,000 PER DAY DEMOGRAPHIC 18-24 ADULTS (56:44 MALE/FEMALE) WINNER OF BEST DANCE EVENT AT THE UK FESTIVAL AWARDS 2012, THE UK’S MOST CUTTING EDGE ELECTRONIC MUSIC FESTIVAL WWW.GLOBALGATHERING.COM BRAND PARTNERSHIPS 2014 GLOBAL GATHERING - STRATFORD-UPON-AVON “MECCA FOR ALL THINGS DANCE MUSIC” FHM BRAND PARTNERSHIPS 2014 WILDERNESS FESTIVAL - CORNBURY PARK, OXFORDSHIRE DURATION 3 DAYS CAMPING CAPACITY 25,000 DEMOGRAPHIC 18-40 ABC1 WINNER OF THE BEST NEW FESTIVAL AWARD IN 2011 WILDERNESSFESTIVAL.COM BRAND PARTNERSHIPS 2014 WILDERNESS FESTIVAL - CORNBURY PARK, OXFORDSHIRE “A MAGICAL EXPERIENCE” THE TELEGRAPH BRAND PARTNERSHIPS 2014 MAMA VENUES BRAND PARTNERSHIPS 2014 MAMA VENUES - LONDON CAMDEN CAMDEN CAPACITY CAPACITY 344 420 (UPSTAIRS 220, DOWNSTAIRS 200) ESTIMATED YEARLY FOOTFALL ESTIMATED YEARLY 93,000 FOOTFALL 192,000 SOHO HOXTON 450 (250 MAIN ROOM) CAPACITY 275 130,000 ESTIMATED YEARLY FOOTFALL 78,000 ISLINGTON/HIGHBURY KENTISH TOWN CAPACITY CAPACITY 800 (MAIN ROOM 600 / 2,300 (UPSTAIRS 800 / UPSTAIRS BAR 150 / DOWNSTAIRS 1,500) MINI BAR 50) ESTIMATED YEARLY ESTIMATED YEARLY FOOTFALL FOOTFALL 391,000 204,000 BRAND PARTNERSHIPS 2014 MAMA VENUES - REGIONAL DIGBETH, WHITWORTH STREET, BIRMINGHAM MANCHESTER CAPACITY CAPACITY 2,400 (MAIN LIVE ROOM 1,500 1,500) ESTIMATED YEARLY 5 ROOMS FOOTFALL 255,000 ESTIMATED YEARLY FOOTFALL 312,000 LIVERPOOL CAPACITY 650 MAIN ROOM / 200 SMALL ROOM ESTIMATED YEARLY FOOTFALL 200,000 BRAND PARTNERSHIPS 2014 MAMA MEDIA BRAND PARTNERSHIPS 2014 MAMA MEDIA THE FLY - NEW BANDS, FIRST! Initially a Camden-based fanzine, the title went national in 1999 and has built a reputation for championing new bands. Muse, Coldplay and Arctic Monkeys – and more recently Jessie Ware and Django Django – have all had their first magazine covers with The Fly. It’s not just first with covers, either; the brand also hosts a OnesToWatch section, which cherry-picks the best new talent (often ahead of rivals NME). Though the focus is on new music, The Fly also celebrates established and heritage acts, bands and artists with a great rep whose legacy resonates with our core demographic. Yo La Tengo, The Black Keys, Stephen Malkmus and Adam Ant have all been found in the pages of the magazine in the past year. Focused distribution including gig venues, record shops, selected fashion stores & selected HMV stores. Circulation: 70,866 (ABC Audited) Readership: 284,000 BRAND PARTNERSHIPS 2014 MAMA MEDIA BARFLY WRAPS Opportunity for a unique & standout activity in central London from 1 week up to 3 months. Exposure to 2.3 million people each month 200,000 people work in, visit or travel through Camden every day. 17,000 VAT registered businesses are located in Camden. Opportunity to showcase unique creative. Barfly has over 120,000 visitors annually. Barfly - Voted the Best Small Live Music Venue in London 2011 by readers of the NME. Converse saw 7,302 Instagram likes in week one Brands utilising this space: Dr. Martens Jack Daniel’s Kraken Rum Lovebox Red Stripe The Guardian Sony (The Clash Greatest Hits) BRAND PARTNERSHIPS 2014 MAMA DIGITAL BRAND PARTNERSHIPS 2014 MAMA DIGITAL Websites Facebook 18 sites 18 pages 2.3 million views/month 463,473 fans 530,000 uniques/month Twitter YouTube 18 pages 5 channels 141,370 followers 2 million views/month BRAND PARTNERSHIPS 2014 MAMA DIGITAL Newsletters On average 18 weekly newsletters to targeted databases Mama Presents gig round-up is sent to 550,000 subscribers every week C. 1.2 million recipients per week / 62 million per year BRAND PARTNERSHIPS 2014 MAMA DIGITAL Average page views/month consumer ages Global Gathering 515,000 45 - 54 Lovebox 344,000 6% Wilderness 231,000 35 - 44 The Jazz Cafe 167,000 15% The Institute 145,000 The Forum 133,000 25 - 34 The Ritz 107,000 36% The Great Escape 98,000 13 - 17 The Garage 81,000 5% The Borderline 76,000 65 + 1% The Barfly 71,000 The Fly 64,000 Gods Kitchen 38,000 East Village Arts Club 10,000 18 - 24 55 - 64 Hoxton Square 10,000 36% 1% BRAND PARTNERSHIPS 2014 CASE STUDIES Boxfresh Sound System @ Lovebox 2013 BRAND PARTNERSHIPS 2014 MAMA MEDIA JACK DANIEL’S Activity JD bespoke wrap on The Barfly exterior for 1 month and a Wall of Inspiration inside where people could say which song or artist inspired them. The wall was hosted on line as well as by using stickers in the venue. The “Tell us your inspiration” campaign offered the opportunity to win tickets to the JD Birthday gig in October. Extensive Fly media support included a double page advertorial, inclusions in The Fly newsletter, social media and branding on the front cover. Additional MAMA media support included the MAMA Presents and Barfly e-shots, an on line interview with Tribes and a time-lapse video of the Barfly wrap installation for JD to share on Facebook and a dedicated microsite for JD on The Fly’s website. Outcome The Barfly wrap alone offered exposure to over 2.3 million people over 1 month - comparable to an ad campaign on Channel 4 or activity in major Sunday supplement but for a fraction of the cost in a more creative and innovative format. Over 500 competition entries online and at The Barfly 3,000 views of Tribes interview Exposure via email to over 544,000 recipients Increase of 700 more serves of JD in The Barfly in September in comparison to the previous month BRAND PARTNERSHIPS 2014 MAMA PROGRAMMING DR. MARTENS Objective To celebrate Dr. Martens established record of promoting young British artists and raise awareness of the #firstandforever campaign. Activity MAMA Brand Partnerships translated this message to live music by introducing the First & Forever Festival. Dr Marten’s became the conduit to big bands returning to play iconic, intimate venues. The campaign commenced with countrywide in store gigs promoting local hot talent and culminated in 3 free shows in London, Manchester and Birmingham. Tickets were available in store and online to help drive footfall to both. Supported with MAMA marketing. Outcome Shows sold out within 24 hours with over 2,500 attendees at the in-store and main gigs and exposure to over 5.5million online throughout the campaign, which created a credible and recognised platform that showcases some of the hottest talent in the UK. BRAND PARTNERSHIPS 2014 MAMA PROGRAMMING FRED PERRY Objective To reiterate Fred Perry’s unique relationship with and involvement in music. Activity SUB-SONIC LIVE To date we have programmed and delivered 7 sell out shows featuring Factory Floor, The Horrors, King Krule, RETURNS Tom Vek, Andrew Weatherall, Chew Lips and a special 60th Reggae legend David Rodigan MBE curates an celebration September show (with The Charlatans & Norman amazing line-up in London this autumn... Jay MBE) hosted at The Garage, London which sold out in MBE. Famous throughout and Max Romeo. Britain’s reggae dance-halls Both will be appearing 10 minutes! for over 30 years, Rodigan’s in the main room at extensive knowledge of the Garage this month, every Jamaican artist, song alongside a hand-picked and rhythm track makes line-up including live dub The Fly is the media partner of Fred Perry.
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