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. Each Sub-Sonic him the perfect choice to from Resonators (heralded curate this very special Sub- by Rodigan as “British Sonic Live. Reggae at its best”, but also Live gig is supported by a fully branded double page spread in On the bill alongside drawing praise from Mark Fred Perry Sub-Sonic Live David is Lee “Scratch” Lamarr, Lauren Laverne returns to the Garage in Perry. A recording pioneer and Craig Charles). the preceding issue, seamlessly tying together the print edition London this October. of the reggae world, Perry Fred Perry Sub-Sonic Focusing on reggae and built an experimental Live, featuring David British reggae – two of the recording studio in his Rodigan MBE, Lee “Scratch” and online announcement. most significant subcultures back yard in Jamaica and Perry and Resonators, takes of the last forty years – this produced early recordings place on 10th October at month’s event is curated by for legends including Bob the Garage in London. Britain’s foremost reggae Marley & the Wailers, For ticket info, visit Outcome authority, David Rodigan Junior Byles, The Heptones, fredperrysubculture.com We are in the third year of curating and delivering the Fred the-fly.co.uk 36 37 the-fly.co.uk Perry Sub Culture shows, a highly respected music platform that continues to compliment Fred Perry’s iconic credentials, via sell out, special shows. BRAND PARTNERSHIPS 2014

BAR PROMOTION

SAILOR JERRY

Objective To raise awareness of and trial the Sailor Jerry brand.

Activity In winter 2010, we ran a 2 week bar promotion with Sailor Jerry. The competition was to win a trip to Philadelphia the home of SJ, and exclusive music downloads, and to widen appeal with every drink purchased receiving a special edition plectrum. The promotion caused much excitement across the estate and many bar teams dressed up to support. We supported with online ads & email mentions (pre social media). Bar teams also had a staff incentive of £1000 for the winning team.

Outcome Across the Mama venues we saw an average increase of 500%, every venue sold over 10 times the previous comparable volumes BRAND PARTNERSHIPS 2014

THE GREAT ESCAPE - BRIGHTON

VEVO AND LYNX

Objective To showcase the launch of the VEVO & Lynx 2013 Summer>Six activity, championing festival performances from the best emerging talent

Activity VEVO & Lynx joined together to partner The Warren with a fantastic and eclectic line-up, including evening performances and exclusive daytime acoustic sessions in the garden from the likes of Tom Odell, Crystal Fighters and Iggy Azalea. The venue was fully branded both inside and outside, including a Mini photo booth and a graffiti wall specially commissioned by Lynx. At the end of each day, recorded sessions were posted online and shared across Great Escape resources, resulting in over 303,000 combined views on the dedicated VEVO page. Between the Festival Hub and delegate registration, Lynx also distributed 10,000 samples to punters and public.

Outcome The Great Escape accompanied the Lynx and VEVO teams with marketing, production and artist support - a partnership which led to the 400 capacity Warren being the most popular venue of the festival and to an all-round buzzing launch for Summer>Six. BRAND PARTNERSHIPS 2014

LOVEBOX - VICTORIA PARK, LONDON

RED BULL MUSIC ACADEMY Objective To create a highly anticipated line-up over the three days of Lovebox and increase the brand awareness of Red Bull Music Academy in the UK. A strategic decision was made to create a listing deal in Year One to interact with the customer base, and develop the deal with an activation for Year Two. Activity MAMA booked, programmed and built the Red Bull Music Academy arena at Lovebox, with three days of artist activity curated by David Rodigan MBE, Mark Ronson and DJ Harvey. Prior to the festival, MAMA created a partnership launch party and a highly anticipated festival warm-up club night at The Forum, headlined by Chic. Extensive marketing support was delivered across all media platforms including logo inclusion on nationwide press. Outcome The RBMA Arena was the heartbeat of Lovebox 2013 and became the main destination for many festival goers. The bespoke branded build enhanced the electric atmosphere created by the highly anticipated line-up. The RBMA brand awareness was leveraged via a series of highly marketed events, which generated key content such as live recordings, branded imagery, online engagement and established a long term partnership between Lovebox and RBMA. The scale of activation had a positive effect on Red Bull sales at the festival with over 23,400 cans sold over the weekend, a 36% uplift on 2012. BRAND PARTNERSHIPS 2014

LOVEBOX - VICTORIA PARK, LONDON

RUSSIAN STANDARD VODKA

Objective To raise awareness and strengthen the personality of the brand, engaging with Lovebox audience via a vibrant, credible and high energy destination.

Activity Russian Standard’s House of Davai was pivotal to the programming of the site. The wide range of activity included curation from Jonny Woo, a DJ set pitting Horse Meat Disco vs. A Love From Outer Space and a exclusive festival set from Rebel Bingo. An eye-catching design for both stage and bar and vodka sampling and product giveaways by specially recruited Russian and English hostesses both inside and outside the tent combined to enhance consumer experience. RSV also hosted The Official Lovebox After Party on Saturday at Oval Space, the hottest ticket in town! As a key element of the event House of Davai was marketed across all Lovebox marketing including a large underground poster campaign and extensive social media.

Outcome The House of Davai was one of the most popular venues at Lovebox, with a constant party atmosphere. Over 72,400 serves of Russian Standard, the solus vodka on site, were consumed over the weekend, 80% up on 2012. BRAND PARTNERSHIPS 2014

WILDERNESS FESTIVAL - CORNBURY PARK, OXFORDSHIRE

RUSSIAN STANDARD VODKA

Objective To raise awareness of the Russian Standard Vodka brand, by being central to the festival programme, hosting a fun, exciting and varied line-up of events inside their House of Davai tent. Activity Russian Standard Vodka brought the House of Davai from Lovebox to Wilderness. In order to fully integrate into the festival’s unique environment, the branding was adapted to a more muted external facade and the programming arranged to suit the target audience. The diverse range of offerings (from daily performances of The Tempest by French troupe Footsbarn fresh from The Globe, to life drawing classes to nightly high energy DJ slots from the likes of DJ Vadim and Little Dragon) give a variety of consumers the chance to interact within the space. The Wilderness website hosted a dedicated House of Davai section with details of the activity. Outcome The diversity and credibility of the House of Davai ensured it was one of the most popular venues on site, whether in day or nighttime (constant queues could be seen at showtimes). Russian Standard was the solus vodka on site, with over 23,000 serves over the festival weekend, up 60% on 2012. BRAND PARTNERSHIPS 2014

MAMA OPPORTUNITIES

We can include any of the following in our brand solutions

IN VENUE: MEDIA: DIGITAL: Brand Programming The Fly Magazine Home page takeovers Brand barpoint listings Back of printed tickets Leaderboards & mpu Venue takeover Branding on e-tickets Social media posts/ Poster sites Jazz Cafe brochure - intergration Bar branding 25,000 copies Dedicated e-shots to bi-monthly selected database Area branding The Great Escape Special Ad formats VIP takeovers programme on websites Bar promotions (16,000 copies) Bespoke e-shots Venue wraps The Great Escape E-shot takeovers convention programme In venue branding/ (3,000 copies) takeovers The Great Escape Bespoke events delegate bag insert & lanyards Poster sites within all venues BRAND PARTNERSHIPS 2014

CONTACT INFORMATION

Brand Enquiries Debbie Ward [email protected] Becky Tudor-Williams [email protected]