Our decision to set up a digital marketing agency that specializes in electronic music came from a need we identified over years of working with event producers and label owners around the world, who are constantly in the following situation:
A. Promoters who work with a digital agency, with an excellent general resume, but feel a sense that something is missing, not quite reaching full potential, and a lack of understanding and communication when it comes to handling their projects.
B. Promoters who work with a freelancer with a significant background in electronic music (DJs, promoters and producers) who deal with digital marketing as a side or secondary occupation, thus they do not get the best and most advanced solution for their needs.
Why does this happen?
In order to understand the failures we have listed, one must first understand the DNA of standard digital marketing agencies.
– Their main customers are fashion, jewelry stores, restaurants, real estate agents, software, and high-tech companies. For these customers the agency’s mission is to sell as much as possible, in as little time as possible and at as little expense as possible – so their marketing and advertising approach is very aggressive and known as a “Hard Sale” – while your customers are electronic music lovers who come to parties and festivals, they are a sophisticated audience who does not like to be spoon-fed, is more deeply interested in the content itself and rejects messages that are interpreted by them as over- commercial.
In addition, the chance that your campaign manager will understand, for example, the nuances between House music fans and Techno fans, the different slang between the groups and the sensitivity of connecting the marketing message to different groups within the electronic music fans community without making them look too commercial aspires to zero – and the result is a scattered, incoherent digital campaign, that at best does not bring results and at worst causes significant damage to your brand.
The second case is of freelancers who deal with electronic music and treat digital marketing as a side job – they indeed will know how to refine your marketing messages but it must be admitted that most of their energy and attention is mostly elsewhere as DJs or creators. The chance that they will be regularly updated on all the technological developments that are emerging at a huge rate in the digital advertising industry – is not very high and therefore also here you get a campaign that does not hit or maximize your budget at the technical level.
All the factors we mentioned have good intentions when it comes to handling your marketing budget, but we are here for promoters and companies looking to get the highest level professional solution from a boutique agency that specializes specifically in promoting electronic music topics and events – by a small and skilled team with over 15 years of significant and parallel experience in digital marketing and different kinds of electronic music.
What do we do differently?
What do we do differently?
- Content – the most basic understanding that content is king – your customers come to consume a musical experience and they are more interested in artists than anything else, right – there are other elements in the overall experience that we know how to handle – but we specialize in creating and making content accessible in a way that your diamond shines at a long distance.
- Language and approach – electronic music and its surrounding cultural scene is inherently less commercial and has a more androgynous profile, we are here to make sure all your marketing messages are properly worded, in the right tone and with a significant knowledge load – so your customers will understand right away that the factor referring to them knows what it is talking about and speaks their language.
- Creative – with a pool of international artists we hand-picked for more than 15 years, your next e-flyer and video can break the mold and move into real art territories.
- Technology – we live and breathe digital marketing on all existing platforms and use all the cutting edge technologies that are out there. Together with super accurate targeting capabilities we know how to direct your messages to fans of genres, sub-genres and conduct comprehensive market research on your local scene and competitors.
- Price – From the understanding of the difficulties that accompany the production of electronic music events, we are committed to fair and significantly cheaper pricing than the price charged by large digital agencies – our goal is to provide results and grow with you.