1917 are the only company in the UK to offer a service directly to the large number of specialist Music Colleges in the country.
There are currently in the region of 45 000 music students studying a variety of subjects including guitar, vocals, bass, drums, song-writing, live sound, tour management, marketing, production etc from Diploma level (2 A level equivalent) through to BA Degree level.
The colleges themselves are in most major towns and cities including London, Brighton, Glasgow, Edinburgh, Newcastle, Liverpool, Manchester, Leeds, York, Bristol, Birmingham, Nottingham – to name a few, in addition to which, there are many other established Universities that run highly respected modern music departments.
1917 focus on these colleges for activity for a number of reasons
· Our research shows that in the current climate, generic ‘student’ marketing does not work for the majority of bands – certainly not newer ones who are working on their first album campaign, or established artists looking to broaden fanbase. These days, students in general are found in the gym more often than the student union, and due to current government policy of encouraging Further and Higher Education, somewhere in the region of 48% of 16 – 21 year olds are studying. Putting posters up or handing out flyers on most campuses will have little or no impact.
· Music Colleges have a perfect fan base for both new and established artists. These students are ALL fanatical about music, to the point where they are studying it in the hope that they can have a career in Music. They represent a ‘core’ of what we would call ‘early adopters’ and as such targeted marketing and promotions to them will have a much higher return than more traditional forms. They are a great means of developing an early fanbase, and also very interested in learning about so called ‘heritage acts’.
How we work with the colleges
· College Visits by the artist; When we have a touring act we try to use the ‘dead time’ between about 2.00 and 4.00 to get the artist to go into the college and visit students in a timetabled class. The artist is there to basically do a Q&A session for the students and if possible play a couple of songs acoustically for them. We also encourage the act to give out cards / flyers / badges to students detailing their Myspace / website – possibly offering a free download, and encourage the students to come to the show in the evening.
· Distribution of promotional materials; We have had some great results by having our regional staff distribute print materials (flyers / cards / stickers / badges etc) in the towns where these music colleges are. We concentrate on music bars, café’s, rehearsal rooms & studios, venues, music and record stores, cool clothing shops, music college bars and campuses – basically anywhere that you would find music students and music fans in a particular town. All of our staff have to give us a written report including a sample of photos before we pay them. This is not a street team as such as we don’t think that the established American model really works any more – by actually paying a staff member, we know we get a decent job done.
· Working with the curriculum & Tutors; For certain artists, we can infiltrate the college curriculum by offering ‘real time case studies’. For example – we can offer the tutors a lesson plan covering e.g. Marketing of the new ‘Make Model’ album. We offer materials to the tutors – album sampler, artwork, DVD EPK including Video and the tutor presents the band as a case study during a business studies lesson (core module so all students have to take it). Students have to think of ways to market the band and tutor then compares it to the EMI marketing plan – very valuable lesson for the students and you have also managed to create an awareness and some ownership of the band by the students themselves. Similarly we can provide the materials for tutors to focus lessons on specific artists. A well produced booklet and some music from an act with a major place in music history can provide a great lesson and generate genuine interest and awareness in that artist.
· Competitions and Interactive Activity; A great way to engage the students is to set them a challenge using the skills they are learning. So we can look at having them remix tunes, write material, storyboard videos etc, always ensuring that they are focusing on and listening to the artist in question. Money can’t buy prizes are key here as they will ensure positive support from tutors and college administrators who love the direct contact with industry.
· College Gigs and Tours; These are few and far between – but occasionally music colleges will put shows on, either at a venue local to them or an in-house venue. These are well attended by students and some colleges have the facility to record the show for you.
· And more….; the way we work with music colleges is constantly evolving, it needs to, so we are always coming up with innovative new ways to reach these students. And don’t forget that the tutors are tastemakers in their own peer groups, and also a great target market.
FILM COLLEGES, ART COLLEGES AND BEYOND
Recently we have developed our campaigns to include other students of the creative arts, running interactive competitions in film and art colleges, with the scope to move into photography, literature and even the likes of politics departments for the right artist. Its about identifying the target market then reaching them in an interactive way. We have recently run a number of successful campaigns in these colleges, and they want more…..
Acts 1917 have worked to colleges in the last 2 years include Ladyhawke, VV Brown, The Streets, The Rifles, Vagabond, Make Model, Attic Lights, The King Blues, Keane, Bob Marley and the Wailers, Yoav, Julian Peretta, Alessi’s Ark, frYars and Operahouse, as well as an ongoing campaign celebrating 50 years of Island Records studying a succession of classic artists from the label including Tom Waits, Grace Jones, Spencer Davies Group, Free, Pulp, Tricky, U2 and many many more…..
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