Brand Flash Audit Taylor Yada Brand Background GENESIS OF GOLDENVOICE Goldenvoice was founded in 1981 by Gary Tovar in Huntington Beach. Being a marijuana dealer, Tovar named the promotion company after a strain of marijuana called “Goldenvoice Ganja” because when you smoked it was like “angels spoke to you”. DEFINING MOMENTS 1983 - “Sunset Riots”: 2,500 punk fans rioted in the streets at a GV show. After the incident, Tovar began moving shows to a bigger venue, the Olympic Auditorium, which allowed the company to expand their genres to alternative, goth, and speed metal. 1991 - Tovar sentenced to 7 years prison for marijuana. He then signed ownership to Paul Tollett & Rick Van Santen. 1999 - Tollett founded Coachella Music Festival 2001 - Tollett & Van Santen sell Goldenvoice to AEG BRAND ID Young, fresh, controversial, innovative. Current Market Strategy “Goldenvoice is concerts and festivals” BRAND POSITIONING In the spirit of their founder & their punk rock roots, Goldenvoice prides itself on not only providing a wide range of shows and festivals, but it prides itself on the artist to promoter side of “making an event out of an average show”. It’s a promotion company that listens to their fans and lives by the punk ethic of “just never giving up”. MARKETING GOALS Goldenvoice’s target audience is clearly that of the young and reckless 18-26 year olds. From their social media platforms to their promotion art, everything about them is young, fresh, innovative, and hip. With a hand in just about every festival out there and an alumni list of the most amazing bands out there, Goldenvoice is seen as a concert promotion company you long to work with as an artist and be with as a fan. COMPETITORS Live Nation, Warner Music Group, Another Planet Entertainment, C3 Presents, SFX Entertainment, Live Nation Country, and Superfly AUDIENCE PROFILE Young, hip, music and concert enthusiasts Millennials (18-26) of the middle class (expensive festivals even have options to pay by month). Business Strategy BUSINESS / PRODUCT / DISTRIBUTION Goldenvoice is headquartered in Downtown Los Angeles in the same building as it’s parent company AEG Live. It is in this office that they work to promote concerts and festivals all around the United States. Currently, Goldenvoice manages 14 venues in SF, Santa Barbara, LA, and Indio. Besides concerts, Goldenvoice also puts on 9 festivals & has a hand in many festivals that AEG Live puts on as well. Along with AEG Live, Goldenvoice also works with AXS ticketing to ensure that all their fans can buy tickets to their shows. LATEST INDUSTRY HEADLINES “The 24 Most Anticipated Tours of 2017” “Nine Inch Nails To Make Comeback at Panorama Music Festival” “Coachella Reveals 2017 Lineup: Radiohead, Beyonce, Kendrick Lamar to Headline” 1999 - Tollett founded Coachella Music Festival “Head of Coachella’s Parent Company AEG Has Donated To Anti-LGBTQ and Climate Denial Groups” FINANCIALS LEGAL Privately held company In January of 2016, Goldenvoice filed a suit against another festival named “Hoodchella” for “alleging trademark and service mark infringement, false designation of origin, dilution, unfair competition and, most vividly, ‘cybersquatting,’” Go-To Market Approach BRAND STORIES PAID MEDIA Goldenvoice was named after a strain of marijuana that is said to make you “hear the Stagecoach Music Festival Social Media voices of angels”. Promoted posts to buy tickets. The founder started the company to help propel the up and coming punk rock movement and to help bring new bands to Southern California. PARTNERS EVENTS/VENUES Stagecoach - Toyota, Pandora, Malibu, American Express, Barefoot, Budweiser, El Rey Theater Monster, Red Vines, & Wells Fargo. Coachella Empire Polo Club Coachella - Absolut, American Express, Stagecoach Fonda Theater Cupcake Vineyards, H&M, Heineken, HP, New Firefly Fox Theater Pomona Era, Sephora, Sirius XM, & BMW i. FYF Microsoft Theater Panorama - American Express, HP, Bud Light, Panorama Santa Barbara Bowl Bai, Macy’s, Sephora. Camp Flog Gnaw Shrine Auditorium Camp Flog Gnaw - Big Bear, Metro, PS4, Hangout Music Festival Shrine Expo Halls Golden Road Brewing, Stashimi. Splash House Social Hall FYF -Perrier, Ace Hotel, Vans, Dark Horse, Festival Supreme The Novo Vita Coco, Cafe Bustelo. The Regency Firefly - Bud Light, StubHub, Toyota, The Roxy Delaware, Dogfish Head, Confluence Coffee. The Warfield Owned Media Snapshot INSTAGRAM FACEBOOK TWITTER Followers: 43.8K Likes: 85.5K Followers: 52.1K Following: 654 Following: 521 The Goldenvoice Instagram feed is Their Facebook posts are similar While Twitter is the 2nd most very aesthetically built and gives to Instagram, however, they followed channel, there isn’t the look and feel of a modern, hip, utilize the Events features to help much engagement with their and art focused brand. With the promote upcoming shows and tweets. They utilize this pictures of live concerts, it entices festivals on social media. platform mostly for show audiences to want to be at their announcements. shows. CONTENT AUDIT Goldenvoice’s website is very on brand with black, white, and gold accents and font that is used throughout the brand’s marketing pieces (social media photos, logos, posters, etc). It’s easy to use and easy to view all the shows they have going on and in what locations. At the top of the page that have tabs for the venues they operate and the festivals they produce. Each tab provides a list, short information on the venues and festivals, and links out to each of the parent websites. Only downside to this website is there is no “About Us” section. To find information about Goldenvoice, who they are, and how they began, you really have to dig into the depths of the internet for separately written articles about Goldenvoice. Controversial, innovative, scrappy food for thought FLASH INSIGHTS Not many people know the Goldenvoice name, but they sure do know and love the names of their festivals. Their festivals are ranked high on list of most popular and innovative festivals because of the culture and influence they create. WHAT IF’S Could Goldenvoice start telling the story of their brand while also telling the story of the artists and festivals they create? Could they highlight the people who work there and the culture in the company? The more people believe in your brand, the more they want to be apart of it. INTERESTING FACTS Paul Tollett continues to attend every Coachella every year and never fails to make his presence known. The band T.S.O.L is actually really good friends with Goldenvoice founders and CEOs still to this day. .