The brief for this project was to promote Patreon and Beardyman’s joint project ‘Milking the Community’, where Beardyman encouraged fans to contribute their own ideas to his forthcoming new album and in return, fans could receive a 10% share of the master royalties and a songwriting credit, if their contributions were used.
We issued a consumer-facing press release and a trade-oriented release, designed to generate interest within the music industry press. We then used our media contacts in the world of culture, entertainment and music to set up consumer-facing interviews with Beardyman talking about the new project. As ‘Milking the Community’ had already launched with a previous agency, we had the challenge of relaunching the story while bringing a fresh perspective to it.
We achieved an audience reach of 600,000 including key pieces in NME.com, Music Week and broadcast interviews on BBC Outlook and Radio X.
