INDIE WEEK 2012 JACK DANIEL'S PARTNERSHIP
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INDIE WEEK 2012 JACK DANIEL’S PARTNERSHIP
INDIE WEEK Indie Week Canada; one of Toronto's top annual music festivals, showcases over 170 emerging and established artists from all over the world in the city's most popular live-music venues. This festival is dedicated to fostering a local music community by ensuring that industry is present at showcases, and by providing opportunities for media exposure and countless networking opportunities. One act is selected by industry judges to receive a headlining showcase at Indie Week Ireland, flights and accommodations paid for by Indie Week. “Indie Week has a vibe unlike any other... Indie Week has a street level excitement that is infectious, and more palpable joy than a fleet of beer trucks brings to a chili cook-off… You really can’t help but have a good time.” - Bob Segarini
INCREASE BRAND AWARENESS
ON SITE POS BRANDING
JACK DANIELS 2nd ANNUAL INDIE WEEK PARTY
ONLINE COVERAGE
MuchMusic.com
&
MTV.ca
IndieWeek.com
12,800+
visitors
in
1
month.
#1
on
Google
BRAND ASSOCIATION “Last week Jack Daniels banners descended on “Sponsors Jack Daniel's … also added fun to Queen Street West and the surrounding area boldly the festival, along with scores of media and declaring that Indie Week has arrived in Toronto!” industry hobnobbing with artists and fans.”
FACEBOOK
–
LIVE
UPLOADS
SOCIAL MEDIA
INCREASED
IMPRESSIONS
TWITTER
LIVE
FEED
UPDATES
CONSISTENT
MENTIONS
SOCIAL
REACH
&
BRANDING
MARKETING SAMPLES
Street.
Venue
Posters.
Flyers
Full
Page
Program
Ad
VIP.
Performer.
Tent
Cards
Media
Passes.
PRINT COVERAGE
SUCCESS STORIES Indie Week works with emerging ar?sts, the ‘Next Big Thing’ • The Suburbians (UK) – Interna?onal endorsement with Gibson guitars, Management in Canada, Canadian record deal, Booking through The Agency Group (Nickelback) • Courage My Love – Signed to Warner Music • Walk Off the Earth over 25 million views, featured on CBS news, Ellen, Germany News, CTV, CBC… • The Birthday Massacre over 1 million views • Nightbox – touring with signed acts Death From Above 1979 + Lights, Indie Week showcase featured on Much Music
The Music Industry Renewed Partnership • In 2011, Jack Daniel’s participated for a second year in the celebration of the spirit of independent music that takes place annually at clubs across Toronto featuring over 650 musicians, performing in 16 venues, over 5 days… • 2012 presents an opportunity to further integrate Jack Daniel’s brand activation and the JD experience into the various events throughout Indie Week and build on an already established relationship • As Indie Week continues to evolve, we continue to work with our partners to better serve their business objectives and provide added value for our audience.
The Music Industry Brand Activation • JD’s on-site brand activation last year was highly visible at the licensees for attendees at the events • Event signage, merchandise and experiential activities generated brand awareness with the event to a highly targeted audience • Given a longer lead time this year, we are in a good position to plan ahead to optimize JD marketing initiatives with Indie Week promotional campaigns at licensees, contests/giveaways, LCBO, media, social, interactive and experiential to escalate brand involvement and create an immersive brand experience • The following recaps some of the on-site exploitation last year and provides a base on which to build a new fully integrated plan for this years’ Indie Week festival
BRAND ACTIVATION
INDIE WEEK 2011
• Indie
Week
Performer
/
• Indie
Week
Finals
VIP
VIP
/
Media
Passes
sponsors
• Venue
Banners
• Indie
Week
Wristbands
• Indie
Week
Sponsor
• VIP
Bags
Banners
• Tent
Cards
• Program
Cover
Ad
• Fes?val
Feature
Drink
• Media
Wall
16
venues
JACK DANIELS @ INDIE WEEK 2011 • Product for VIP tables at the Indie Week Finals (Tattoo) – cost to INDIE WEEK $1080 • Product for sampling at select events (amount was determined by sales rep / venue) • Jack Daniels the Official drink of Indie Week with special pricing negotiated by Indie Week per venue • Potential NEW ACCOUNTS namely The Horseshoe Tavern negotiated by INDIE WEEK • 1000 11 x 17 posters, 1000 Laminates printing – INDIE WEEK supplied design est. value $1500 • Tent cards for each venue participating with a Jack Daniel drink special • Swag giveaways for launch party and Jack Daniels party • Jack Daniels cups with branding supplied to participating venues • NOW advertising – cost to INDIE WEEK $4100+
STATS
• 4,000+
A`endees
• 109
Music
Industry
• 658
Performers
Judges
• 171
Acts
• 21
–
45
age
demographic
• 12,000+
Website
Hits
in
• 79
Media
A`endees
the
month
of
October
• 50+
Volunteers
• 19,956
online
friends
through
Facebook,
• 40
Shows
5
Days
Twi`er,
MySpace
• 16
Venues
• 163,000+
Online
reach
• 12
Countries
Represented
through
bands,
fans,
friends
PARTICIPATING COUNTRIES • Canada • Greece • US • Australia • Poland • Ireland • Sweden • Switzerland • Japan • Netherlands • Iceland • Israel
MEDIA COVERAGE • Breakfast TV • Canada AM • IndieCan Podcast / XM Radio • Much Music • Humber College • CHOQ FM • Ryerson Press • CIUT Radio • MusicVice.com • XM Radio • TorontoMusicScene.com • The Wolf FM -‐ Peterborough • BlogTO.com • NOW Magazine • CanadianMusicScene.com • ExploreMusic.com – Alan Cross • Top-‐40charts.com • Canadian Musician Magazine • Mi2n.com • IndieCan Podcast / XM Radio • RocknRollReport.com • Humber College • IndieMachine.com • Ryerson Press • LiveinLimbo.com • Travis Magazine • AudioLust.com • ChartA`ack.com • LiveMusicToronto.com • MusicVice.com • MTV.ca • TorontoMusicScene.com • BlogTO.com
PRESS LINKS
• GSM
Beats
covers
Indie
Week
2010
h`p://www.gsmbeats.com/reviews/ • These
Electric
Lives
Win
Indie
Week
2010
reviews-‐indieweek-‐2010-‐131010.html
on
mi2n
h`p://mi2n.com/press.php3?
• Gwen
Bryson’s
Photoblog
–
love
the
pic
of
press_nb=135322
all
of
the
photographers
h`p://www.gbphotoblog.com/2010/10/ • These
Electric
Lives
on
top40-‐charts.com
indie-‐week-‐launch-‐at-‐hideout.html
h`p://top40-‐charts.com/news/Charts-‐
Awards/Indie-‐Week-‐Canada-‐2010-‐
• CHARTa`ack
gives
a
shout
out
to
These
Winners-‐These-‐Electric-‐Lives/60440.html
Electric
Lives
h`p://www.charta`ack.com/news/2010/ • INDIE
WEEK
2010
on
Much
Music
oct/21/i-‐read-‐the-‐news-‐today-‐for-‐ h`p://blog.muchmusic.com/indie-‐week-‐
oct-‐21-‐2010
toronto-‐in-‐review/
• Steve
Denyer
(Indie
Week
Judge)
Star?ng
• Music
Vice
Photos
Indie
Week
Sat
Oct
16
Industry
Showcases
on
InsideHalton.com
h`p://www.musicvice.com/reviews/live/
h`p://www.insidehalton.com/opinion/ indie-‐week-‐2010-‐saturday-‐221010
columns/ar?cle/891819–wading-‐in-‐to-‐ • Explore
Music
with
Alan
Cross
burlington-‐s-‐talent-‐pool
Indie
Week
in
Toronto:
An
Update
–
• Alt
Sounds.com
h`p://exploremusic.com/press-‐release/
h`p://hangout.altsounds.com/news/ indie-‐week-‐in-‐toronto-‐an-‐update/
122151-‐indie-‐week-‐s-‐biggest-‐year-‐yet-‐
and-‐unbelievably-‐affordable.html
CREDIBILITY
“For
a
music
junkie
like
myself,
something
like
“As
an
unsigned
band
we
hoped
that
Indie
Week
Indie
Week
doesn’t
come
along
very
osen
–
and
would
help
get
us
more
exposure
and
it
delivered
when
it
does,
I
inherit
total
kid-‐in-‐a-‐candy-‐store
that
in
spades!”
syndrome.”
–
Much
Music
Blog
–
These
Electric
Lives
“Indie Week has a vibe unlike any other. “This
was
by
far
the
most
memorable
and
most
NXNE, SXSW, and CMW may have more fun
Toronto
music
fest
I’ve
been
to
in
a
while.”
bands and a bigger playing field, but Indie
–
The
Rock
and
Roll
Report
Week has a street level excitement that is
infectious, and more palpable joy.”
“We
highly
recommend
this
fes?val
and
it’s
only
–
Bob
Segarini
(bobsegarini.wordpress.com)
going
to
keep
geqng
bigger
and
be`er.”
–
Sta?c
in
the
Stars
“Although
the
scope
of
ar?sts
is
vast,
and
the
oodles
of
brew
(oops
we
mean
Jack)
is
a
nice
“I
fully
plan
on
going
back
to
this
event
next
year
addi?on,
one
of
the
main
a`rac?ons
for
bands
to
experience
what
REAL
new
music
has
to
offer,
con?nues
to
be
the
ba`le..”
thanks
to
all
of
you
who
planned
this
event.
”
–
www.livemusicto.com
–
ferdinando-‐armeni.blogspot.com
OUTCOMES
• 2011
was
INDIE
WEEK’s
biggest
fes?val
year
to
date
• A`endance
grew
by
25%
• Higher
profile
music
industry
par?cipants
:
EMI
publishing,
Universal
publishing,
Sony
A&R,
Universal
A&R,
Fontana
North,
Death
Row
Records,
Last
Gang
Records,
etc….in
total
over
120
par?cipants
• Mul?ple
venues
at
capacity
crowds
• Jack
Daniel’s
brand
associated
with
a
cool
indie
fes?val
increasing
awareness
of
the
brand
amongst
indie
music
hipsters
and
trend
se`ers
• Record
bar
sales
nights
for
some
venues
(Underground
Garage
$12,000
on
Fri
Oct
16)
• 1250
paying
a`endees
not
including
registra?on
and
wristbands,
passed
through
the
Hideout
(capacity
250)
in
4
days
• Recognized
by
City
Hall
as
an
event
of
municipal
significance
• Mul?ple
venues
with
4a.m.
late
liquor
license
• Introduced
more
“events
within
an
event”
:
Australian
Showcase,
Japan
Showcase,
East
Coast
Showcase
making
for
higher
profile
and
addi?onal
exclusive
promo?on
opportuni?es
• Established
new
media,
industry
and
sponsorship
connec?ons
for
2012
GOALS • Increased media exposure • Integrated marke?ng, promo?onal and adver?sing campaign • Increase a`endance by 25% • Na?onal marke?ng outreach • Partner with addi?onal Interna?onal music fes?vals • Increase star status with a headlining act • Add more music industry specific events • Pre-‐fes?val events
NEXT STEPS • Jack Daniel’s Title Sponsor of Indie Week 2013 • Ongoing Partnership leading up to Indie Week • Brand Marke?ng & Adver?sing Planning • Licensee & Venue Planning • Strategic Media Planning • Ac?va?on Plan • Event Execu?on
INDIE WEEK 2012 JACK DANIEL’S PARTNERSHIP
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