Sort Rehearsal Rooms
Sort Your Priorities
Insight
Sometimes David beats Goliath.
Sort Rehearsal Rooms were the new kids on the block, and they needed my help to capture the attention of unsigned artists in Liverpool for their big launch. The catch? They had just £1,000 to do it. And to make matters worse, their biggest rivals were outspending them by 100:1.
Idea
An open letter to the music industry.
Rather than spend the little we had promoting ourselves, we penned an open letter to the music industry, reminding labels, managers, and rehearsal rooms to invest in the little guy: Unsigned Musicians.
Then we put our money where our mouth is by using our marketing budget to promote 3 up-and-coming unsigned artists. To enter, all you had to do was come and rehearse at Sort during our first month.
Impact
Crash went our website.
With no paid media, our launch post reached 1.1M people on social media.
Ed Sheeran, Two Door Cinema Club, and Circa Waves praised the campaign, urging unsigned bands to rehearse at Sort.
All this buzz sent so much traffic to our website that it crashed.
Rather than struggle through their first month, Sort had to turn people away.
The 3 bands who won our competition reached an audience of 70K listeners as part of the campaign.
