BRAND PARTNERSHIPS 2014 -...

B R A N D P A R T N E R S H I P S 2 0 1 4

M A M A B R A N D P A R T N E R S H I P S


MAMA Brand Partnerships

MAMA Brand Partnerships devise, develop and deliver effective brand led cross-media solutions to millions of

music fans from brand programming, promotion and media support through to creation of the coolest live music

arena’s and festivals. To create the most dynamic solutions, we interact closely with key talent across MAMA &

Co to ensure the activity is up to the minute, authentic and above all, effective.

MAMA Venues

10 City centre venues including: The Forum, Barfly Camden, The Jazz Cafe, The Garage, The Borderline,

Hoxton Bar & Kitchen, The Ritz, Manchester, East Village Arts Club, Liverpool, Edinburgh and The Institute, Birmingham.

MAMA Festivals

5 festivals including: Lovebox, The Great Escape, Somersault, Global Gathering, and the award winning

Wilderness Festival.

MAMA Talent

Headed up by the co-founder of UK nightclub brands Chibuku Shake Shake, Circus, The Warehouse Project and 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, and book over 3,000 artists into the MAMA estate every year.

AMPLIFICATION The Fly

The UK’s leading music

magazine (abc Jul-Dec

70,866/readership 492,000).

18 music websites Combined impressions of over

2 million per month.

Over 600,000 Facebook &

Twitter fans.

E-shots

Over 3 million emails sent

every month to gig goers

(including MAMA Presents

round up of gigs to 540,000

every week).

Ticketing

In the past 12 months MAMA

& Co were responsible for over

1 million tickets.

C U R R E N T & P R E V I O U S B R A N D P A R T N E R S


M A M A F E S T I V A L S


T H E G R E A T E S C A P E - B R I G H T O N


D U R A T I O N 3 D A Y S N O N C A M P I N G

C A P A C I T Y 1 6 , 0 0 0 P E R D A Y

( 1 3 , 0 0 0 P U N T E R S A N D 3 , 0 0 0 I N D U S T R Y D E L E G A T E S )

D E M O G R A P H I C 1 8 - 3 0 N E W M U S I C L O V E R S

( 5 3 : 4 7 M / F )

N E W M U S I C F E S T I V A L A N D I N D U S T R Y C O N V E N T I O N I N

A V A R I E T Y O F C E N T R A L B R I G H T O N V E N U E S

2 0 1 3 W A S A S E L L O U T E V E N T !



“ T G E H A S E S T A B L I S H E D I T S E L F A S T H E B E S T P L A C E I N E U R O P E T O D I S C O V E R N E W B A N D S ” T H E T I M E S

L O V E B O X - V I C T O R I A P A R K , L O N D O N


D U R A T I O N 2 D A Y S N O N C A M P I N G

C A P A C I T Y 7 0 , 0 0 0 O V E R 2 D A Y S

D E M O G R A P H I C 1 8 - 3 4 L O N D O N E R S ( 5 8 : 4 2 F / M )

A L O N D O N I N S T I T U T I O N A N D U R B A N S H O W P I E C E



“ T H E R E I S N O G R E A T E R A D V E R T F O R L O N D O N A S A C R E A T I V E , M U L T I C U L T U R A L , P A R T Y L O V I N G C I T Y T H A N L O V E B O X ” T H E T I M E S

G L O B A L G A T H E R I N G - S T R A T F O R D - U P O N - A V O N


D U R A T I O N 2 D A Y S C A M P I N G

C A P A C I T Y 5 0 , 0 0 0 P E R D A Y

D E M O G R A P H I C 1 8 - 2 4 A D U L T S

( 5 6 : 4 4 M A L E / F E M A L E )

W I N N E R O F B E S T D A N C E E V E N T A T T H E U K F E S T I V A L A W A R D S

2 0 1 2 , T H E U K ’ S M O S T C U T T I N G E D G E E L E C T R O N I C

M U S I C F E S T I V A L

W W W . G L O B A L G A T H E R I N G . C O M

G L O B A L G A T H E R I N G - S T R A T F O R D - U P O N - A V O N


“ M E C C A F O R A L L T H I N G S D A N C E M U S I C ” F H M

W I L D E R N E S S F E S T I V A L - C O R N B U R Y P A R K , O X F O R D S H I R E


D U R A T I O N 3 D A Y S C A M P I N G

C A P A C I T Y 2 5 , 0 0 0

D E M O G R A P H I C 1 8 - 4 0 A B C 1

W I N N E R O F T H E B E S T N E W F E S T I V A L A W A R D

I N 2 0 1 1

W I L D E R N E S S F E S T I V A L . C O M



“ A M A G I C A L E X P E R I E N C E ” T H E T E L E G R A P H

M A M A V E N U E S


M A M A V E N U E S - L O N D O N

C A M D E N

C A P A C I T Y 4 2 0 ( U P S T A I R S 2 2 0 , D O W N S T A I R S 2 0 0 )

E S T I M A T E D Y E A R LY F O O T F A L L 1 9 2 , 0 0 0

H O X T O N4 5 0 ( 2 5 0 M A I N R O O M )

1 3 0 , 0 0 0

K E N T I S H T O W N

C A P A C I T Y 2 , 3 0 0 ( U P S T A I R S 8 0 0 / D O W N S T A I R S 1 , 5 0 0 )


C A M D E N C A P A C I T Y 3 4 4

E S T I M A T E D Y E A R LY F O O T F A L L 9 3 , 0 0 0

S O H O

C A P A C I T Y 2 7 5

E S T I M A T E D Y E A R LY F O O T F A L L 7 8 , 0 0 0

I S L I N G T O N / H I G H B U R Y C A P A C I T Y 8 0 0 ( M A I N R O O M 6 0 0 / U P S T A I R S B A R 1 5 0 / M I N I B A R 5 0 )



M A M A V E N U E S - R E G I O N A L


D I G B E T H , B I R M I N G H A M

C A PA C I T Y 2 , 4 0 0 ( M A I N L I V E R O O M 1 , 5 0 0 )

5 R O O M S

E S T I M AT E D Y E A R LY F O O T F A L L 3 1 2 , 0 0 0

W H I T W O R T H S T R E E T , M A N C H E S T E R

C A PA C I T Y 1 , 5 0 0

E S T I M AT E D Y E A R LY F O O T F A L L 2 5 5 , 0 0 0

L I V E R P O O L

C A PA C I T Y 6 5 0 M A I N R O O M / 2 0 0 S M A L L R O O M


M A M A M E D I A


M A M A M E D I A


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

M A M A M E D I A


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)

M A M A D I G I T A L




YouTube

5 channels2 million views/month

Websites

18 sites2.3 million views/month530,000 uniques/month

Facebook

18 pages463,473 fans

Twitter

18 pages 141,370 followers



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



Global Gathering 515,000Lovebox 344,000

Wilderness 231,000The Jazz Cafe 167,000The Institute 145,000The Forum 133,000

The Ritz 107,000The Great Escape 98,000

The Garage 81,000The Borderline 76,000

The Barfly 71,000The Fly 64,000

Gods Kitchen 38,000East Village Arts Club 10,000

Hoxton Square 10,000

Average page views/month

55 - 64 1%

25 - 34 36%

consumer ages

45 - 54 6%

35 - 44 15%

13 - 17 5%

65 +1%

18 - 24 36%

C A S E S T U D I E S


Boxfresh Sound System @ Lovebox 2013

M A M A M E D I A


JACK DANIEL’S ActivityJD 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

M A M A P R O G R A M M I N G


DR. MARTENS

ObjectiveTo celebrate Dr. Martens established record of promoting young British artists and raise awareness of the #firstandforever campaign.

ActivityMAMA 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.

OutcomeShows 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.

M A M A P R O G R A M M I N G


the-fly.co.uk the-fly.co.uk3736

Fred Perry Sub-Sonic Live returns to the Garage in London this October.

Focusing on reggae and British reggae – two of the most significant subcultures of the last forty years – this month’s event is curated by Britain’s foremost reggae authority, David Rodigan

MBE. Famous throughout Britain’s reggae dance-halls for over 30 years, Rodigan’s extensive knowledge of every Jamaican artist, song and rhythm track makes him the perfect choice to curate this very special Sub-Sonic Live.

On the bill alongside David is Lee “Scratch” Perry. A recording pioneer of the reggae world, Perry built an experimental recording studio in his back yard in Jamaica and produced early recordings for legends including Bob Marley & the Wailers, Junior Byles, The Heptones,

and Max Romeo. Both will be appearing

in the main room at the Garage this month, alongside a hand-picked line-up including live dub from Resonators (heralded by Rodigan as “British Reggae at its best”, but also drawing praise from Mark Lamarr, Lauren Laverne and Craig Charles).

Fred Perry Sub-Sonic Live, featuring David Rodigan MBE, Lee “Scratch” Perry and Resonators, takes place on 10th October at the Garage in London. For ticket info, visit fredperrysubculture.com

Reggae legend David Rodigan MBE curates an amazing line-up in London this autumn...

Sub-Sonic L ive RetuRns

FRED PERRY

ObjectiveTo reiterate Fred Perry’s unique relationship with and involvement in music.

ActivityTo date we have programmed and delivered 7 sell out shows featuring Factory Floor, The Horrors, King Krule, Tom Vek, Andrew Weatherall, Chew Lips and a special 60th celebration September show (with The Charlatans & Norman Jay MBE) hosted at The Garage, London which sold out in 10 minutes!

The Fly is the media partner of Fred Perry. Each Sub-Sonic Live gig is supported by a fully branded double page spread in the preceding issue, seamlessly tying together the print edition and online announcement.

OutcomeWe are in the third year of curating and delivering the Fred Perry Sub Culture shows, a highly respected music platform that continues to compliment Fred Perry’s iconic credentials, via sell out, special shows.

B A R P R O M O T I O N


SAILOR JERRY

ObjectiveTo raise awareness of and trial the Sailor Jerry brand.

ActivityIn 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.

OutcomeAcross the Mama venues we saw an average increase of 500%, every venue sold over 10 times the previous comparable volumes



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.

OutcomeThe 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.



RED BULL MUSIC ACADEMY

ObjectiveTo 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.

ActivityMAMA 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.



RUSSIAN STANDARD VODKA

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

ActivityRussian 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.

OutcomeThe 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.



RUSSIAN STANDARD VODKA

ObjectiveTo 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.

ActivityRussian 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.

OutcomeThe 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.

M A M A O P P O R T U N I T I E S


IN VENUE:

Brand Programming

Brand barpoint listings

Venue takeover

Poster sites

Bar branding

Area branding

VIP takeovers

Bar promotions

Venue wraps

In venue branding/takeovers

Bespoke events

MEDIA:

The Fly Magazine

Back of printed tickets

Branding on e-tickets

Jazz Cafe brochure - 25,000 copies bi-monthly

The Great Escape programme (16,000 copies)

The Great Escape convention programme (3,000 copies)

The Great Escape delegate bag insert & lanyards

Poster sites within all venues

DIGITAL:

Home page takeovers

Leaderboards & mpu

Social media posts/intergration

Dedicated e-shots to selected database

Special Ad formats on websites

Bespoke e-shots

E-shot takeovers

We can include any of the following in our brand solutions

C O N T A C T I N F O R M A T I O N


Brand Enquiries

Debbie Ward [email protected]

Becky Tudor-Williams [email protected]

BRAND PARTNERSHIPS 2014 -...

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