Words by Hannah Beagley benjaminmichael.co.uk
CONTENTS THE EXECUTIVE SUMMARY MISSION STATEMENT A BIT OF BACKGROUND CURRENT SITUATION THE CURRENT HMV SHOPPER COMPETITION SWOT OBJECTIVES WHERE WE WANT TO TAKE YOU THE FEEL IT, LOVE IT, LIVE IT CUSTOMER KEY TARGET MEDIA FEEL IT, LOVE IT, LIVE IT 2012 INTRODUCING RIZZLE KICKS FACE OF ULTIMATE NIGHT OUT OUR NEXT BIG THING WHAT HAPPENS ON TOUR YOU LOVE IT ON THE EDGE THE LINE UP GIVE OR TAKE A QUID WHEN I SAY HMV YOU SAY... THE CONTACTS
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4 5 6 7 8 9-10 12-13 14 15 17 18-20 21 22-23 24-29 30-33 34-39 40 -45 46-50 51-55 56-57 58-59 60- 61 62- 63
THE EXECUTIVE SUMMARY
MISSION STATEMENT
Feel it, Love it, Live it aims to position HMV as a dynamic and cutting edge live music experience brand. Ultimately, this 12 month campaign will increase HMV’s revenue alongside establishing an emotional connection with a new and younger target audience. Despite being the last standing music retailer on the UK high street today, small margin lines from online competitors and a move from physical to digital has left HMV struggling to react to developments in the music market. Although branded as overpriced by the UK public, research showed a strong association between HMV and music. With the brands recent acquisition of live music group MAMA and a year upon year growth within the live music industry itself, this campaign focuses on the emotions experienced when being part of an audience and aims to recapture them in association with the HMV brand. Targeting a young and tech savvy audience of music lovers, the Feel it, Love it, Live it campaign has a significant online presence, both in the form of its own website and across various social networking platforms. The campaign itself is comprised of 6 creative ideas, all providing opportunities for the target consumers to get involved and be closed to the bands that they love. Headed by up and coming, indie-hop duo Rizzle Kicks, Feel it, Love it, Live it encompasses a range of tactics from talents hunts to consumer created events and viral videos encapsulating the ethos of live music. Not being restricted by genre, the plan targets a broad range of media including specialist music titles, broadcast and both regional
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and national press. Furthermore, through utilising the brands already existing venues, events and products, the costs will remain low and a substantial amount of the budget will be allocated to the employment of brand ambassadors. Success will be evaluated through monitoring various aspects including HMV sales, site visits, demand for campaign related product and public interest. With the ultimate aim of establishing HMV as the destinations for live music experiences, the Feel it, Love it, Live it campaign will strive on getting its hands dirty, discovering the new and repositioning the UK retailer as a cutting edge, authentic and passionate music brand.
Here at Juiced PR we have a passion for music. We like to make a statement, a lasting impression and above all we strive to excite and inspire. Our mission is to provide clients with both creative and strategic PR solutions, ensuring maximum impact. We believe in taking a fresh and dynamic approach in everything we do and ultimately our aim is to make your business shine.
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A BIT OF BACKGROUND CURRENT SITUATION ‘Their current position is to act as a
‘A kiss is a lovely trick designed by
bargain outlet’ D. Pratt, Beatsoup,
nature to stop speech when words
January 18th 2010 Recognised by the infamous ‘His Master’s Voice’ dog and gramophone trademark, HMV is the only record shop in the world to have sold every music format since the invention of recorded music itself. With the first store having opened in 1921 on London’s Oxford Street, the brand is certainly not lacking in heritage. Over the past 90 years HMV has hosted the earliest known in-store appearance from a music celebrity,
become superfluous’ sent its very own show train on a tour around the UK and provided shelter during the Second World War. More importantly unlike its competitors, HMV still remains on the UK high street today. In fact, it is the last standing music retailer offline. Now dabbling in music, gaming, film, technology and live experiences, it is clearly evident that HMVs product range is vast. But, and this is a very big but, there is no denying that over the past
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few years HMV has been and still is struggling, not only financially but also with placing itself within an ever expanding entertainment market. HMV needs to stand out from the crowd more than ever and here at Juiced PR we feel that at times, less really is more. We believe HMV needs to focus on what it’s been best known for and where it’s recently ventured. Live music.
Currently an all round entertainment brand, HMV’s broad range of services include music, visual, gaming, technology, merchandise, ticketing and live entertainment. They are continuously striving to diversify their product in a bid to compete in a highly competitive and ever changing market. With a current strategy to increase sales of both new and existing product alongside promoting growth in their live and ticketing sectors, HMV are attempting to evolve as an entertainment brand. At present they are acting as a bargain outlet, shifting high volumes of best sellers in order to contend
with their numerous and diverse competitors. However, with such small margins there is increasingly little profit to be made. Online competitors such as Amazon can afford to slash prices due to over sea shipping and for Apple; iTunes is simply a means of boosting sales of their iPhone and iPod products. As a result HMV is currently seen as ‘overpriced’. With a planned closure of 60 stores over the next 12 months and a plunge in share prices, the brand is struggling to react to developments in the music market. Alongside the changes of the industry itself, HMV presently has to contend with the rise of the ‘on demand’ consumer. The
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ability to ‘cherry pick’ tracks has led to a decline in album sales and an increase in customers who want the freedom to pick and choose what they are listening to. Additionally, the move from physical to digital has made music more accessible than ever. With HMV charging customers more at their branches than online, it begs to ask the question...why would someone bother to shop in-store? Furthermore, with the ability to download illegally for free, we need to ask what it is that we can offer, which is ultimately priceless and worth the consumer putting their hands in their pockets for.
THE CURRENT HMV SHOPPER
COMPETITION
‘Fifty quid bloke probably sums them up’ G.Castaldo, Head of HMV Press & PR, 31st December 2010 Although the audience is always bound to be wide and diverse when it comes to entertainment brands, the in-store HMV customer has been described by the term ‘fifty quid bloke’. Falling into the slightly older bracket range of forty plus; this consumer is university educated and well off, with a disposable income. He typically shops in HMV and Borders on a Friday afternoon after work or a few drinks and tends to buy 3-4 products at a time spending an average of £50. The current HMV customer has been listening to music since the sixties and seventies and unlike his children he wants to physically own things. As a result, he is loyal to the CD, using his iPod as a radio rather than a substitute for his much loved record collection. Tending to tune into Radio 4 and BBC6, this consumer is a big fan of the DVD, with his favourite film being
Lost in Translation. In contrast he loathes TV ‘talent’ shows and considers bands such as Coldplay, Blur and the White Stripes as true music pioneers. Although he still buys music on the high street he is also a big user of the web, browsing and shopping online at Amazon and Play. The current customer has loved music all of his life; an enthusiasm which any entertainment brand needs from its publics. However, could HMV be targeting another audience who are just as passionate about music but also about where the industry is going? A consumer who embraces technology and therefore has the potential to take the brand forward. Young, cutting edge and tech savvy, our new audience literally live, eat, breathe and sleep music, making them the ideal targets for the HMV sub-brand; Feel it, Love it, Live it.
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iTunes
Play.com
Tesco
iTunes is an online and digital entertainment giant. Fundamentally a free application for Mac or PC, iTunes supplies its consumer with music, TV, films and podcasts to buy, play and sync. With a range of products such as the iPod, iPhone and iPad; Apple provides on demand entertainment ‘Anywhere, Anytime.’ On top of this, the brand runs a free music festival and has recently launched their own social network ‘Ping’, which allows users to discover what and who their favourite artists are listening to. When it comes to digital, Apple certainly dominates. Their margins are small, with just pennies being made from each track purchased. Ultimately iTunes is simply a means by which to drive sales for the brands more profitable products.
First established in 1998, today Play is one of the UK’s leading online retailers. With a choice of nearly 7 million products, the brand believes in great value and efficiency for customers. Over the past 12 years Play.com has received a variety of awards including Best Online Retailer, Customer Satisfaction and Cool Brand. Posting from overseas, the brand is able to provide its consumers with extremely low cost items, once again providing HMV with tough competition in terms of the price of products.
A retail giant; Tesco first began trading within the UK in 1924 and today owns over 2,400 stores across the country. With an aim to be ‘the best value retailer’, they are a highly competitive and profitable business. Tesco adopt a strategy for growth, with their range not only including food but also electrical, clothing, insurance and home entertainment products. Many of the brands stores stock over 40,000 different items and their online non food site alone contains 12,500 products. Primarily acting as a supermarket, entertainment is not Tesco’s main source of profit; as a result they can afford to offer their customers discount prices simply in order to drive traffic. With a belief in quality, service and value, the brands foundations of success lie within diverse product range. Furthermore, with an objective to be as strong in non food as they are in food, Tesco are consistently striving to rival entertainment brands such as HMV.
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Amazon
O2
Amazon are a global leader in e-commerce, operating sites in 8 countries and offering everything from books and electronics to diamond jewellery and tennis rackets. The brand strives on technological innovation, embracing developments and consistently spending ‘money on things that really matter’. Amazon. co.uk was launched in 1998 and today provides consumers with a fast and convenient service as well as personal recommendations and wish lists. Entirely based online, the brands vast range of product means in terms of profit, they are not solely dependent on CD and entertainment sales alone. As a result Amazon is able to slash their prices, in turn creating even tougher competition for rival music retailers.
Primarily the UK’s leading provider of mobile and broadband services, o2 also has significant presence within the music industry. In partnership with Live Nation and Academy Music Group, o2 own over 14 live music venues, hosting 4,500 events each year. Perhaps the most renowned of these venues is the London’s o2 arena; a result of the brands affiliation with leading live entertainment provider AEG. Containing, it’s own live music club, 11 screen multiplex cinema, exhibition centre and manmade street lined with bars and restaurants, the o2 arena has been dubbed London’s ‘entertainment destination’. At the heart of the venue lies the arena itself, playing host to names in rock, pop and classical music as well as staging sporting events, theatrical
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productions and shows for all the family. With the aim of creating an unforgettable and life changing experience for their consumer, AEG recognises the value of being ‘part of an audience’. The brand itself strives on delivering and exceeding customer promise whilst driving technological developments. As a result, o2 customers are able to purchase priority tickets as well as access over 130,000 tracks from the brands music download service, including exclusive mixes and pre released items.
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Rich heritage and knowledge compared to competitors
Attempts to diversify product has led to a loss of direction
To establish HMV as a live music experience brand, inspiring and exciting its consumers
A move from physical to digital music leading to a decline in CD sales
Lack of public awareness of HMV live
To really utilise HMV’s remaining stores on the High Street in order to distinguish themselves from their predominantly online competitors
Cheaper and more accessible competition both on and offline
Last standing music retailer on the UK High Street Product which has moved and is developing with the times: move to digital with a 50% stake in 7digital
Recent falling share prices and profits
HMV Live and HMV Curzon
Strong competition from cheaper, more accessible and more recognised competitors
Recent move into live music, an industry, which continues to grow year on year
Increasing number of consumers who are illegally downloading music
To create an interactive consumer/brand relationship
Free illegal download services causing consumers to question why they would pay for music
To connect with a younger audience who are more actively involved within and passionate about live music
The growth within the live music is leading to an increase in summer festivals, thus providing HMV with more competition
To adopt a more hands on approach through becoming directly involved with music
Overseas shipping allowing competitors to slash prices of entertainment products
To embrace technological advances both within the music industry and society and utilise these developments to create strong relationships with potential customers
The increasing trend of non entertainment brands involvement within music e.g. Levi’s One to Watch, Red Bull’s Bedroom Jam
Strong public association with music Viewed as ‘overpriced’ by consumers A loyal current consumer Cheaper product available online at HMV, provides customers with no real reason to shop in store
To personalise HMV, accounting for the ‘on demand’ music consumer To draw upon the emotional impact which music has on people
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OBJECTIVES
WHERE WE WANT TO TAKE YOU Feel it, Love it, Live it.
To establish HMV as the UK’s live music experience brand To create an identity which represents HMV as a passionate, authentic and cutting edge music brand To establish HMV as a brand which supports and nurtures UK music talent To localise the brand, providing consumers with a more personal HMV
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Three morals which encapsulate the 2012 campaign and will make HMV the destination for live music experiences. No longer a competitor against bargain basements; HMV will go beyond simply being a retailer and offer more than just a download. HMV will be a lifestyle brand. Authentic, passionate and dynamic. It will listen to what their consumers want, what they love and aim to excite and inspire. HMV will be a brand which supports and nurtures UK music talent. It will acknowledge and seek out the niche, the new and the unsigned
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as well as the established. At the very core of music; it will take risks and get its hands dirty. It will encourage its consumer to be part of the brand and their mission to provide the UK with unforgettable experiences. HMV will no longer be seen as ‘overpriced’ because it will offer something which goes beyond the value of money. It will focus on quality, authenticity and excitement. Furthermore, it will be a brand which embraces change, moves with it and uses it to provide its customer with an even more memorable experience.
THE FEEL IT, LOVE IT, LIVE IT CUSTOMER This consumer is passionate about their music. They plan their year around festivals, know who is performing where and when, and if they don’t play in a band themselves they certainly know someone who does. They’re young, inspirational and ambitious. They embrace technology, move with it and crave the next big thing. This consumer’s iTunes is meticulous and constantly updated. They are a regular user of social network sites and use the internet to seek out music talent, acquire inspiration for their own work and socialise with friends. They read The Evening Standard, The Guardian and music titles such as Mixmag, Rock Sounds and NME. However, the majority of their
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discovery happens online through blogs and media websites. The new HMV consumer spends their time going to specialist club nights, drinking, watching films, gaming and supporting their most cherished bands at any gigs and festivals they play. They are dedicated fans. Although the Feel it, Love it, Live it audience have varying preferences when it comes to music, the most dominate genres amongst them are heavy metal, indie and drum and bass. One thing they all have in common is their love for live music. Because nothing can compare. They enjoy the atmosphere; the euphoria, anticipation and excitement. They want to experience the unforgettable and feel those indefinable emotions whilst being part of something they love.
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KEY TARGET MEDIA National Print Publications Mixmag The UK’s only audited dance magazine and the biggest seller in the world. Mixmag provides its readers with new music, interviews with up coming as well as established djs and artists, reviews and a guide to the best nights out across the country. Its reader is broadminded, informed and a big downloader. They are urban, single and have a disposable income which they love to spend on clubbing and music, making them the perfect audience to be part of creating the UK’s ultimate night out. DJ Mag The Original DJ’s Bible, this publication has a strong focus on dance music and has certainly lasted the years. A monthly title, DJ Mag is a must read for industry insiders, dance music lovers and DJ’s alike. It prises itself on being cutting edge and having the power to create new genres, launch new artists and bring the underground into the mainstream. Reaching over 500,000 readers, the magazine itself is divided into 5 sections covering events, news, reviews and features. Its audience is predominately male, and like the readers of Mixmag they have a high disposable income and a love for clubbing, making them an extremely desirable consumer to target in creating the ultimate night out.
NME Reaching over one million music fans each week, NME is the longest standing music weekly. Its platforms include print, online, TV and radio, making it a truly desirable media target in reaching the Feel it, Love it, Live it consumer. Specialising in contemporary music, the publication provides its readers with features, reviews and information on new bands and releases. Predominately male, the NME consumer loves film, are mobile savvy and buy into brands which they feel they can trust. They are young, affluent and passionate about their music, making them a key audience in changing public perception of the HMV brand.
The Fly An asset to the HMV brand, The Fly is not only a guaranteed media outlet for Feel it, Love it, Live it, but also a pivotal and highly influential one too. Published monthly, the magazines comment, reviews and features reach an impressive 500,000 readers. Mirroring exactly who we want to reach, its audience is young, tech savvy and truly passionate about their music. Moreover, available within HMV stores, The Fly ultimately has the potential to act as an extension of the Feel it, Love it, Live it brand . Rock Sound Rock Sound is the UK’s leading independent rock magazine put together by music fans for music fans. Priding themselves on remaining one step ahead when it comes to new bands, the magazine is published monthly and has a readership of 60,584. The Rock Sound audience are young,
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influential and love music, spending over £114 million a year on music and gigs. Their spending habits and passion make them a key target for HMV live and the reader themselves reflect exactly what Feel it, Love it, Live it is all about. Kerrang! With 29 years of heritage, Kerrang! is the biggest music weekly in the world and is a multi platform brand comprised of a magazine, online, radio, TV, K! Awards, K! Tour and K! podcasts. Kerrang! is passionate about music, especially rock, and provides its readers with the latest news, reviews and upcoming bands. Their audience is the heaviest consumers of music and are 5.5 times more likely to attend a rock gig than the average Joe. Their readers live and breathe rock music and engage with it 24/7. They are young, individual and plugged in. With a median age of 22, Kerrang! is a key media channel in targeting the younger music consumer; those who shape their life around what they are listening to and will ultimately both inspire and be inspired by Feel it, Love it, Live it. Metro Available in 16 urban areas across the UK, The Metro Newspaper is distributed in cities renowned for their nightlife, making it the ideal publication to target. Their readers are technology savvy with a disposable income and a love for socialising, whether it be at a gig or catching the latest film. Furthermore, The Metro have the youngest national audience compared to other dailies, making them a key target newspaper in our bid to bring HMV to ayounger consumer.
Online Consumer Publications The Guardian.co.uk One of the UK’s biggest online newspapers, The Guardian.co.uk is a network containing more than 20 sites, covering everything from sport to the arts, education and of course, music. Here browsers can discover the latest music news, listen to podcasts and read up on who is truly blowing the audience away with their live performances. These online users are young, affluent and great lovers of film and music. They go to gigs more often than the average adult and like to be in the know when it comes to new bands, more importantly; they are powerful influencers, making them a key audience in spreading the word that HMV is about to take over the live music sector. Timeout.com/London Positioning itself as a publication which provides cultural experiences
for the urban consumer, Timeout prides itself on remaining up to date and accurate in its content. Living the best which London has to offer, this online platform covers everything from art and food to music and film, making it an ideal target publication in promoting Feel it, Love it, Live its London event activity. Furthermore, with a typical visitor to the site being aged between 25 and 34 with a high disposable income, these culture hungry consumers are both likely to take an interest in and spend a great deal on their music habits. Broadcast Capital The UK’s first national radio station, Capital FM reaches 6.5 million listeners every week, providing mainstream entertainment alongside a commercial playlist. In tune with Feel it, Love it, Live its audience,
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Capital FM targets the ‘NOW generation’ who are young, on trend, media savvy and love their music. This radio station provides HMV with a media outlet which caters for the masses, making certain that any music lover out there can be a part of the Feel it, Love it, Live it campaign. XFM With a 13 year heritage, XFM positions itself at the leading edge of mainstream taste. The radio station reaches over 962,000 listeners every week across London and Manchester, providing listeners with the latest music alongside classic tracks. XFM’s audience are opinion forming, independent and affluent. They are big social influencers, making them key consumers in ensuring that Feel it, Love it, Live it becomes a topic of conversation amongst music lovers the UK over.
BBC Radio 1 Established in 1967, Radio 1 covers a range of new tunes, supports emerging artists and provides a platform for live music. With an aim to be the voice of young UK culture and over 6 million monthly listeners, this station not only represents everything which Feel it, Love it, Live strives to stand for ,but also provides us with a tool to reach the masses. With an array of shows and hosts, Radio 1 epitomises the UKs diverse music scene, catering for all tastes and making it the ideal means of broadcast for Feel it, Love it, Live it to reach music lovers everywhere.
making sure that they know, that Feel it, Love it, Live it is about to cause a stir and is certainly not going to go unnoticed.
Industry Publications
Facebook Founded in 2004, Facebook has become a social network phenomenon. Providing brands with the power to connect with over 500 million potential consumers as well as the tools to target their page to a certain location, age and even interest, Facebook provides HMV with an amazing opportunity to reach young, music fans the UK over. Furthermore, with the sites audience being predominantly aged 18-24, this makes the online network a hugely desirable media outlet in successfully reaching Feel it, Love it, Live its youthful market.
Live UK A sister publication to Audience, Live UK is solely committed to the countries live music industry and is the only B2B magazine dedicated to the people who make it happen. Specialising in contemporary music, Live UK contains news, features and touring information to an array of music-related sectors including, festival organisers, promoters, venues and booking agents. Music Week For over 50 years Music Week has been the UK’s music industry business magazine, covering sectors such as live, music press, retailers and record labels. A channel in which to promote music related products and services, the publication plugs all those things which make great music happen. Through targeting publications, which specifically cater for the music business, HMV will be able to reach those key industry experts,
Social Media YouTube First founded in 2005, YouTube allows users to discover, watch and share originally-created videos. It is a worldwide phenomenon, exceeding over 2 billion views a day and has even had its own TV show in the form of E4’s Rude Tube! The networking site acts as a distribution platform for both individuals and advertisers, making it an ideal opportunity for HMV to reach its new younger consumer through a more creative and interactive media channel.
their services, companies are able to gather real time feedback and build strong relationships with their target audience. Furthermore, promoted trends and tweets allow brands to connect with potential new followers and start a topic of conversation amongst users. With the average tweeter aged 25-34, Twitter provides Feel it, Love it, Live it with a means of seeding their campaign amongst the UKs music fan base and allowing news to be spread through word of mouth.
FEEL IT, LOVE IT, LIVE IT 2012 12 months, 6 tactics, 1 ultimate aim The Feel it, Love it, Live it campaign is all about reestablishing HMVs passion for music and engaging with that young, cutting edge and tech savvy consumer. Moreover, we want to really shout about your venture into events and let the UK know that HMV is about to make a huge impact on the live music scene. At the hub of all the activity will be the Feel it, Love it, Live website, the ultimate online destination for all things live. Following the
campaign from start to finish, the site will use video, audio and visual media to keep users up to date and provide them with the best in UK music. This 12 month campaign, from beginning to end aims to position HMV as the ultimate live music experience brand. It will provide opportunities for music lovers to really get involved, get closer and be part of Feel it, Love it, Live it. We want to overwhelm our consumers with experiences like no other and evoke those feelings that they associate with
Twitter Providing real time information, Twitter allows users to search and follow public streams in their own personal interests and join in on the conversation. Powered by tweets, Twitter provides brands with an opportunity to directly connect with their consumers. Through sharing information and news with users interested in
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being a part of an audience. From talent hunts to nurturing UK talent and creating alternative live music events. The Feel it, Love it, Live it campaign is all about getting your hands dirty, being closer to the bands you love and feeling inspired to be part of something big. And of course, the main aim: To create the ultimate live music experience.
INTRODUCING... RIZZLE KICKS
Technically first formed in 1996 when both members used to play together round Rizzles aunt’s house, this indie-pop duo hail from none over than England’s vibrant south coast town, Brighton. 12 years later and the pair found themselves at the same college, and after Rizzle asked Sylvester to lay down a few ‘lalalas’ on a mix tape he was working on, they realised just how well their voices fitted together. And there we have it; Rizzle Kicks was formed. Starting out filming their own videos with a friend of theirs, the
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duo finally got into a proper studio with some truly talented producers and began work on their debut album. A mix of pop and old school hip-hop circa 1988-92, Rizzle Kicks draw their inspiration from artists such as Gorillaz, Lily Allen and Arctic Monkeys amongst others. Certainly causing a stir on the UK music scene, their cheeky attitude and witty lyrics have nabbed them a spot on BBC’s introducing and got their single, Prophet (Better Watch it) on Radio 1’s airwaves. Having recently played HMVs The Great Escape festival,
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alongside supporting Example and performing at the 2011 Camden Crawl, there is no denying that Rizzle Kicks are headed for big things in 2012. Bang, smack in the middle of the unknown and the completely commercial, the duo have the charm and back story to truly relate to Feel it, Love it, Live its young and dynamic consumer. Moreover, their raw talent, fresh approach and own diverse taste in music, reflects exactly what the 2012 HMV campaign strives to stand for and 100% believes in.
FACES OF Prior to the launch of the 2012 campaign HMV will be on the hunt for the country’s budding TV presenters, in a bid to find the faces of the Feel it, Love it, Live it YouTube channel. Following the campaign from start to finish they will be interviewing the hottest artists, reporting onsite from events and providing the public with exclusive behind the scene footage. Heading the search and following the candidates journey, will be up and coming BBC Introducing artists Rizzle Kicks, whose mix of pop and old school hip hop have recently seen them play at Camden Crawl alongside Cocknbullkid as well as open for Example at Proud2. Being offered as an internship role, the search will take place through a series of auditions, personal challenges and public voting. Candidates will initially upload a video of themselves to the HMV site answering the simple question ‘Why do you think you should be the face of Feel it, Love it, Live it? ’ Visitors will then be able to view the answers and select their favourite potential presenter via a ‘Love’ button. Once whittled down the 100 most loved entrants will be set a series of weekly tasks from interviewing local talent to creating vlogs, all of which will be uploaded to the site where once again the public will be able to ‘love’ their favourite videos. Set in a leader board, each weekly task will see those with the least votes get knocked out of the competition, with the final 10 contenders being invited to report onsite from a HMV music event. Once the penultimate entries have been launched online, voters will have two weeks to view and select the lucky five who will spend 2012 representing a cutting edge live music experience brand. Not only will the hunt bring HMV closer to the public and mark the way for its new venture, but more importantly it will provide UK music lovers will the ultimate hands on experience.
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Following HMVs search for the faces of Feel it, Love it, Live it, and marking the launch of the 2012 campaign, the music press will be invited to experience a teaser day revealing exclusive details on what exactly lies ahead. Held at the brands head office, the event will aim to encapsulate that festival atmosphere from cold cider on tap to a live performance from ambassadors Rizzle Kicks. Alongside this will be the unveiling of our five Feel it, Love it, Live it presenters and a talk from HMVs Chief Executive Simon Fox, regarding what the future holds for the brand. If that wasn’t enough! Both Mr Fox and the five finalists will be opening the floor up to the press and answering (without giving away too much) any questions they may have. Not only will the event inform but it will also entertain, excite and really give the media an idea of what’s in store.
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WHAT THE PRESS COULD SAY ‘HMV need you!’
‘Faces of Facebook Page’
‘Faces of Twitter Feed’
A news bulletin reporting on how HMV are enlisting the help of the UK’s young in a bid to make a name within live music. This piece will also include details on how to apply to be a potential presenter for Feel it, Love it, Live it and a link to the campaign site, where readers can find out more.
Facebook will be a crucial media outlet in the search for the faces of the 2012 Feel it, Love it, Live it campaign. Being such a prominent means of communication amongst the target audience, all competition details will be released and consistently updated via the brands own Facebook page. Furthermore, in order to encourage users to ‘spread the word’ about the ‘Faces of’ opportunity, those who like the page will be sent a unique code for a free download of their choice from the HMV website.
Alongside Facebook, Twitter will play an integral part in providing real time competition updates. Followers will be kept in the know 24/7, whether it is with news of who is heading the leader board, who has been kicked out or what the competitors next challenge entails. Additionally, the final 10 contenders will launch their own ‘Faces of’ twitter feeds, where users can choose to follow their favourites and receive up to date tweets on how they are feeling, what they are up to and why they need their support!
Metro, Associated Newspapers Limited, Northcliffe House, 2 Derry Street, London, W8 5TT Arts Editor Siobhan Murphy Tel: 020 7651 5415 E-mail: siobhan.murphy@ukmetro. co.uk ‘Faces of YouTube Channel’ The video social networking site, YouTube will be an essential means of reaching Feel it, Love it, Live its target consumer, covering both the details of and updates from the ‘Faces of’ competition. Alongside the HMV site, video entries will also be shared via the YouTube channel, where users will be able to both comment on and like their favourite broadcasts. Furthermore, the final 10 contenders will launch their own YouTube accounts, where they will be able to upload their own personal updates, projects and anything else which they feel may sway the public vote!
The Fly, 59-65 Worship Street, London, EC2A 2DU Art Editor Russel Moorcroft Telephone: 0207 688 9000 Email: russel.moorcroft@ channelfly.com
‘HMV Bid to Takeover Live Music’ A feature on HMV’s bid to relaunch itself as a live music experience brand; focussing on the success of the live music industry, which brands are pioneering it and speculating what may come next in the Feel it, Love it, Live it campaign.
‘Rizzle Kicks Live in the Studio’ Broadcasted on Radio 1’s Live Lounge with Fearne Cotton, Rizzle Kicks will be taking to the airwaves performing an acoustic set and chatting to Fearne about heading HMVs Feel it, Love it, Live it campaign. The boys will be revealing details on how to enter the search, how they will be getting involved themselves and why it is such an amazing opportunity. This appearance will be followed up with the very first broadcasted interview with the winners of the ‘Faces of’ competition who will be playing some of their favourite tracks in a one off hour show as well as revealing exclusive d etails about what they will be up to in 2012. Programme Controller Ben Cooper Telephone: 0370 010 0100 Email: ben.cooper@bbc.co.uk
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‘Meet the faces of HMVs Feel it, Love it, Live it’ A n article with HMVs very own The Fly magazine introducing the faces of Feel it, Love it, Live it. This piece will feature in the magazines announcement pages and include a personal profile on each of the final 5 presenters alongside one to one interviews and quick fire questions led by Rizzle Kicks. The feature will also reveal exclusive details on the 2012 Feel it, Love it, Live it campaign including the impact the brand will be making on the UK live music scene, what they represent and how they are going to be generating a lot of excitement. Additionally the page will include a QR barcode, which when captured on a phone will link the reader to the Feel it, Love it, Live it website, allowing them to discover more about the campaign, it’s new presenters and what is next in store.
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Live UK, 26 Dorset Street, London, W1U 8AP News Editor Keith Coles Telephone: 020 7486 7007 Email: keith@audience.uk.com
THE FEEL IT, LOVE IT, LIVE IT TEASER
Fearne Cotton BBC Radio 1 2011 Friendly Fires
Feel it, Love it, Live it have been trying to keep the fine details of their HMV 2012 campaign under wraps, just so they don’t spoil it for everyone. There is A LOT to come. But if no one knows what the fuss is all about then no one has got anything to look forward to; and they really want to give the UK music fans something to get excited about. So, in celebration of the launch Feel it, Love it, Live it have decided to throw a teaser day for all you music press out there, to give you a real taste of what’s to come. With a live performance from up and coming indie-hop Artists Rizzle Kicks and cold cider on tap you will be easily fooled into thinking you were at one of our summer music festivals. Alongside this, HMVs Chief Executive Simon Fox will be revealing some insider information into what exactly HMV and Feel it, Love it, Live it have in store for the live music scene. BUT! More importantly; drum roll please... They’ll be exclusively unveiling our final 5 Feel it, Love it, Live it presenters and be opening up the floor for you to ask both our finalists and Mr Fox any questions you may dying to ask. They’re truly excited for what they have in store and want you and your readers to be too. So, come down, enjoy and let them show you what exactly Feel it, Love it, Live it has in mind for HMV. 10th January 2012 2pm – 5pm Film House, 142 Wardour Street, London, W1F 8LN RSVP: press@juiced.com 020 7650 2239
The Fly Magazine May 2011
For further information please contact Juiced Press, invite only
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WHAT THE PRESS COULD SAY ‘Your ultimate night out’ A feature on what makes the ultimate night out, involving interviews with relevant industry experts and artists, reader polls and round up reviews of previous events. Alongside this details on Feel it, Love it, Live its consumer created event will feature in DJ Mags ‘Comin’ Up’ section.
THE ULTIMATE NIGHT OUT
DJ Mag, Thrust Publishing Ltd, 91 Brick Lane, London E1 6Q L Chief Features Writer Claire Hughes Telephone: 020 7247 8855 Email: claire.hughes@djmag.com ‘Drum Roll Please...’
Launched at the start of 2012 and in association with the Ministry of Sound, the Feel it, Love it, Live it website will primarily aim to create the UK’s ultimate night out. The site will become a hub for ideas, inspiration and even the unconventional. Consumers will be given the opportunity to tell us what they want from their nightlife, from the drink they want to be holding to the music they want to be dancing to. Visitors to the site will be able to ‘love’ people’s ideas and ultimately the more ‘loves’ the more likely it is to happen. Displayed in a leader board, the 10 most loved ideas will then be isolated and visitors to the site will be able to expand on them, making further relevant suggestions. At the cut off point in February 2012, the most loved idea will be turned into a reality, with a handful of cities around the UK playing host to this limited edition and completely consumer created night out. First on the agenda will be the countries capital London, with the event taking place in the renowned Ministry
of Sound venue in Elephant and Castle. In the run up to the event, teaser videos will feature on the Feel it, Love it, Live it website and tickets will be made available via invite requests. Additionally, a selection of specially mixed tracks by artists performing at the events as well as our brand ambassadors Rizzle Kicks will be launched, and made exclusively available at HMV. This will truly be a night not to be missed.
A news bulletin revealing the most loved ideas, event details and how to get hold of tickets to Feel it, Love it, Live its Ultimate Night Out. Metro, Associated Newspapers Limited, Northcliffe House, 2 Derry Street, London W8 5TT Arts Editor Siobhan Murphy Telephone: 020 7651 5415 Email: Siobhan.murphy@ukmetro. co.uk
‘The Gallery presents Feel it, Love it, Live it’ An exclusive broadcast with the Ministry Of Sounds very own radio show, The Gallery. Prior to the first Ultimate Night Out in London’s South East, The Gallery will present a Feel it, Love it, Live it special featuring a mix of tracks straight from the DJS involved with the big event and comment from those playing to let listeners know what they can expect from the night. Scheduled from 18:00-20:00, The Gallery presents will provide those lucky enough to be attending The Ultimate Night Out with the perfect pre-drinking soundtrack. Ministry of Sound Radio, 103 Gaunt Street, London SE1 6DP Station Manager Ollie Embden Telephone: 020 7740 8729 Email: o.embden@ministryofsound. com ‘Feel it, Love it, Live its Ultimate Night Out’
review of ‘The Ultimate Night Out’ with comment from attendees and artists who were involved, alongside details of the exclusive tracks due for release at HMV and a free teaser CD with each copy. Furthermore the night will feature in the publications ‘Don’t Stay in’ photo gallery pages, showcasing how HMV is more than capable of throwing a pretty impressive party. Mixmag, Development Hell Ltd, 90-92, Pentonville Road, London, N1 9HS Clubs & Live Music Editor Craig Torrance Telephone: 020 7520 8625 Email: craig@mixmag.net ‘The Customer is Always Right’ A piece featured in Music Weeks ‘Retail News’ section focussing on music retailers catering for their audience, the importance of the brand/customer relationship and how HMV are using PR to reconnect with the consumer through tailoring an exclusive event to their needs. Music Week, Ludgate House, 245 Blackfriars Road, London, SE1 9LS
‘The Ultimate Teasers’ Sneak Peak video snippets uploaded to YouTube covering the
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event from start to finish, with speculations as to what the night will entail, footage from the event itself and interviews with those involved.
An exclusive with Mixmag to be featured in their regular item ‘The Big 3’. This will include a
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Features Editor Christopher Barrett Email: chris@musicweek.com
THE ULTIMATE NIGHT OUT Mixmag February 2011 The Big 3
FEEL IT, LOVE IT, LIVE ITS ULTIMATE NIGHT OUT YOU HAVE OH SO CORDIALLY BEEN INVITED TO THE EVENT OF THE YEAR FRIDAY 17TH FEBRUARY 10PM-5AM MINISTRY OF SOUND 103 GAUNT STREET, LONDON SE1 6DP RSVP: PRESS@JUICED.COM 0207 650 2239 YOU WON’T WANT TO MISS THIS ONE Mixmag March 2011 This Month’s Free CD
invite only, for further information please contact Juiced press
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WHAT THE PRESS COULD SAY
OUR NEXT BIG THING
F
ollowing ‘The Ultimate Night Out’, Feel it, Love it, Live it will launch a search for new and exciting UK music talent in the form of the ‘Our Next Big Thing’ competition. Consumers will have the opportunity to nominate unsigned bands, which they themselves support and are passionate about. In turn visitors to the site will be able to ‘love’ these recommendations, increasing the likelihood of them entering the next stage. The top 100 bands will then be given the opportunity to create a personalised profile page, representing their music, their inspiration and their passions. Each page will include a track and/or video of the featured band performing, which will be updated on a weekly basis. Additionally, the profiles will display a ‘love’ button and live news feed enabling artist and fan interaction. The ten most ‘loved’ bands will then be invited to battle it out at the launch of Feel it, Love it, Live its touring bar, after which, the winner will be selected by a panel of esteemed judges. The finalist will be given the opportunity to record an album with Atlantic Records and undertake a full UK tour across HMV owned venues and festivals alongside the biggest and best artists.
The Panel Rou Reynolds (lead vocalist of Enter Shikari) Mike Duce (lead vocalist of Lower Than Atlantis) Nichola Browne (editor of Kerrang Magazine) Darren Taylor (editor of Rock Sound Magazine)
‘The Hunt Begins’ A placement in Kerrang! magazines ‘News’ section announcing Feel it, Love it, Live its hunt for their next big thing, including details on how to enter, what the competition entails and what the potential winners could get their hands on. To be followed up by a review of the winners debut album by Kerrang! writer Nick Ruskell, alongside a short interview with the band on how they are feeling about the launch and what it was like to finally lay down their own tracks. Kerrang! Magazine, Endeavour House, 189 Shaftesbury Avenue, London, WC2H 8JG News Editor Simon Young Telephone: 020 7437 9011 Email: simon.young@kerrang.com Reviews Editor Nick Ruskell Email: nick.ruskell@kerrang.com
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‘Looking For That Break?’ Targeted at an array of online music blogs, particularly those focussing on the rock /screamo genre; this announcement will feature all the necessary details of ‘Our Next Big Thing’. Bloggers will be able to inform their followers of how to apply, what the competition involves and the amazing opportunity up for grabs. The post will also include a direct link to the Feel it, Love it, Live it website, where the reader can sign up straight away.
fadedglamour.co.uk Senior Contributor Saam Das music@fadedglamour.co.uk theregoesthefear.com Editor Mary Chang hello@tgtf.net shrednews.com Editor Craig Johnson craig@shrednews.com drownedinsound.com Contributor Sam Lewis Samlewis182@hotmail.com
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‘Our Next Big Thing You Tube Channel’ Once again video network You Tube will be a crucial media outlet during ‘Our Next Big Thing’. Following the competition from start to finish, the Feel it, Love it, Live it channel will feature viral diaries from the finalists, behind the scene footage and one to one interviews by our Feel it, Love it, Live it presenters. Additionally, when listening to entrants, users will be linked to similar sounding artists and given details on when and if they are playing a HMV event. ‘Our Next Big Thing Twitter Feed’ A real time twitter feed following ‘Our Next Big Thing’ competition from start to finish with updates on who is still in the running, which band is topping the leader board and how to vote for your most loved next big thing. Additionally, the 10 finalists will be assigned their own Twitter accounts, allowing users to follow their favourite competitors and receive minute by minute tweets on how they are feeling, what they’ve been up to and why they need your support!
PRESENTING
OUR NEXT BIG THING
‘The Rock Show Live from Brighton’
‘And the Winner is...’
A radio show from XFMs Ian Camfield, covering the events from HMVs ‘Our Next Big Thing’ final. Live from Feel it, Love it, Live its touring bar in Brighton, the broadcast will feature each bands penultimate performance alongside interviews with the finalists and comment from the selected panel of judges. Amounting to a final decision, Camfield will exclusively reveal the winners of the Feel it, Love it, Live it competition to XFM listeners, marking the opening of HMVs ‘What Happens on Tour’ bar.
A piece exclusive to Rock Sound, featuring the very first interview with the winners of ‘Our Next Big Thing’. Written by Rock Sounds Faye Lewis, this feature will include comment from the judges and reveal details about the winners HMV tour and what the public can expect to hear on the forthcoming album.
Xfm London 104.9 , 30 Leicester Square, London, WC2H 7LA
Rock Sound Magazine, Unit 22, Jack’s Place, 6 Corbet Place, London, E1 6NN
Presenter Iam Camfield Telephone: 084547 83936 Email: ian.camfield@xfm.co.uk
Staff Writer Faye Lewis Telephone: 020 7877 8770 Email: Faye.lewis@rocksound.tv
TEMPLE GROUNDS
Take All You can The debut single from the winners of Feel it, Love it, Live its ‘Our Next Big Thing’. Passionate, to the point and hailing from London’s South East, these boys are out to make big impressions. With a looming 2012 tour across HMVs festival circuit, Temple Grounds are headed to the forefront of rock. This track doesn’t mess about. Holding nothing back and by no means wanting to shy away from the competition, Take All You Can will 100% cause more than a few bruises. Play it loud!
Out 1st September 2012 For further information on tour dates and general inquiries please contact press@juiced.com
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Rock Sound February 2011 Trash Talk
Kerrang! February 19th 2011 Albums
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WHAT HAPPENS ON TOUR
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In the summer of 2012, wherever the festivities go the Feel it, Love it, Live it touring bar will not be far behind. Running alongside HMV owned festivals, this watering hole will aim to encapsulate each event, evolving and adapting to bring the locals a taste of what’s going on inside. By day, the tent inspired surroundings will be a place to unwind, chat and drink cold beer; with exclusive acoustic sets being played by selected artists from the 2012 line up as well as the winners of ‘Our Next Big Thing’ competition. By night however, the drinks will flow freely, the hair will be let down and a selection of DJs will take the helm, with the touring bar becoming a buzz of social activity. The hub will feature a stage area where local talent can sign up to perform on the spot sets, embracing the opportunity to get themselves heard as well as to receive invaluable advice from those performing at the festival itself. More importantly, the public will be able to vote for their favourite unsigned band via a token system, with one artist per day being crowned the cream of the crop and invited to get involved with future campaign events. Moving from town
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to town, the Feel it, Love it, Live it bar will take up pitch in areas recognised for their creativity and diverse culture including Brighton’s Beach Parade, where home grown talent Rizzle Kicks will be taking to the stage and the final 10 bands in ‘Our Next Big Thing’ will battle it out. Live music, new talent and a party atmosphere. This touring bar will provide those on the outside with a festival experience in the comfort of their own surroundings. And remember; what happens on tour...you get the gist.
WHAT THE PRESS COULD SAY ‘The Remix with Jo Youle’
‘There’s a New Bar in Town’ An interview with Brighton’s home grown talent Rizzle Kicks prior to their performance at the ‘What Happens on Tour’ bar. This feature will focus on the duos involvement with Feel it, Love it, Live it, their return to Brighton and what exactly the locals can expect from the touring bar. Furthermore, the interview will include details of Rizzle Kicks opening set, how unsigned artists can get involved and an exclusive offer where students can receive a discounted price on their first round of drinks at the bar. The Brighton SOURCE PO Box 3313 Brighton East Sussex BN1 4BJ Sub Editor Nick Coquet Telephone: 01273 609955 Email: nick@brightonsource.co.uk
‘Andi Durrant Live from Global Gatherings Touring Bar’ Broadcasted live from Feel it, Love it, Live its touring bar, Juice FMs Jo Youle will be taking the helm in Brighton with her signature mix of old and new mashed up tracks, while in the East Midlands Andi Durrant will be hitting the decks with the finest in electronic music. Each show will include guest mixes and comment from DJs involved with the ‘What Happens on Tour’ event, as well as details on where the bar is and what it’s all about. Additionally, the live broadcasts will be recorded and made available via both Juice FMs/Capital FMs and Feel it, Love it, Live its websites as a free podcast. Juice 107.2, 170 North Street, Brighton, East Sussex BN1 1EA Jo Youle presenter Telephone: 07813338893 Email: jo@juicebrighton.com Ali Rezakhani Programme Director Telephone: 01273 387107 Email: ali@juicebrighton.com Capital FM East Midlands, Chapel Quarter, Maid Marian Way, Nottingham NG1 6HQ Presenter Andi Durrant Email: andi.durrant@capitalfm.com Press Assistant Laura Pearce Telephone: 020 7054 8964 Email: laura.pearce@thisisglobal.com
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‘Introducing the Winners of Our Next Big Thing’
‘Missed the Boat?’
‘Getting That Foot in the Door’
An interview with ‘Our Next Big Thing’ competition winners featured within 247 magazines regular ‘Introducing’ section. The piece will include details of the winners HMV festival tour, with a focus on their appearance at Wales’ Escape to the Park and ‘What Happens on Tour’ bar, as well as information on how readers can get involved and play their own set alongside this years line up.
A feature in Timeout London’s online music section listing alternative live music events for those who missed out on festival tickets, including details about Feel it, Love it, Live its Touring Bar. This article will act as a guide to what’s happening in live music across the UK during summer 2012 and reveal exclusive information about who is rumoured to play at the ‘What Happens on Tour’ event.
An article addressing the varying ways in which people try to make it in the music industry today, with particular emphasis on the best venues to play at when first starting out and details about how to sign up and perform a set at the HMV Touring Bar when it hits London this summer.
247 Magazine, Hebron House, Sion Road, Bristol, BS3 3BD
Time Out Digital Ltd., Universal House, 251 Tottenham Court Road, London, W1T 7AB Online producer (features) Shalinee Singh Telephone: 020 7813 3000 Fax: 020 7813 6001 Email: shalineesingh@timeout.com
Editor Laura Williams Telephone: 0117 953 6363 Email: laura@outofhand.co.uk
‘Capital Breakfast Show with Johnny and Lisa’ A broadcast featuring a guest appearance from one of Lovebox’s 2012 line up artists on Capital FMs weekday Breakfast Show. Chatting to Johnny and Lisa about their latest release alongside their intimate performance at the ‘What Happens on Tour’ bar, the guest will also let listeners know how they could be playing alongside them as well as divulging any invaluable advice they have for those trying to break into music. Capital FM London, 30 Leicester Square, London, WC2H 7LA Programme Director James Brownlow Telephone: 020 7766 6000 Email: james.brownlow@capitalfm. com
‘Up Close and Personal’ A pro small scale performance feature, with comment from readers and industry experts as to why bigger doesn’t necessarily mean better including a list of the UK’s most recognised small live music venues. Additionally, details about HMV’s Touring Bar and the exclusive and intimate performances lined up would feature in the publications ‘Gig Guide’ section. The Fly, 59-65 Worship Street, London, EC2A 2DU Editorial Niall Doherty Telephone: 207 688 9000 Email: niall.doherty@channelfly. com
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London Evening Standard, Evening Standard Ltd, 2 Derry Street, London, W8 5TT Arts Editor Fiona Hughs Telephone: 020 7938 7588 Email: arts@standard.co.uk
The Brighton SOURCE April 2011 Interview
THAT TIME OF YEAR Because HMV love a bit of live music and would hate for you to miss out, they thought they would get a list together of their very own summer festivals and send it out to you guys. And! As HMV are well aware that not everyone is a fan of camping and sometimes we can’t help but leave it too late and end up missing the boat, this year their sub-brand Feel it, Love it, Live it will be launching the ‘What Happens On Tour’ bar. Travelling wherever the festivities go, the touring bar will be bringing those on the outside with an idea of what’s going on inside, from live acoustic performances, opportunities for unsigned talent to play and DJ sets into the wee hours of the morning. Plus, winners of ‘Our Next Big Thing’ competition will be making their debut performance and up and coming indiehop duo Rizzle Kicks will be making an appearance at our Brighton stop off. All this in the comfort of your own surroundings. Lovely. So, ticket or no ticket; get involved. The Great Escape May 10th – May 12th www.escapegreat.com Escape into the Park June 9th www.escapefestival.com Lovebox July 13th – July 15th www.lovebox.net High Voltage July 21st – July 22nd www.highvoltagefestival.com Global Gathering July 27th – 28th www.globalgathering.com
For all inquiries and image requests please contact press@juiced.com
247 Magazine May 2011 Introducing...
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YOU LOVE IT
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Recorded over the duration of the 2012 summer festivals and running parallel to this period, ‘You Love it’ will act as a video teaser for what’s to come from HMV’s sub brand Feel it, Love it, Live it. Festival and gig goers attending HMV owned events will be asked the question ‘How are you feeling? ’ with their response being filmed. Selected snippets of these answers will be broadcast via a range of media with the tagline ‘You Love it’ being displayed in the brands signature colour, pink. Primarily shown when entering the brand website, these video teasers will also be broadcast at HMV owned festivals on the same day of being filmed, allowing attendees to experience their ‘5 minutes of fame’. Additionally, clips will be shown, edited in HMV’s very own Curzon cinema, as a short film representing the ethos of the music festival. The film will be debuted exclusively to the UKs media press in a premier showing, where Rizzle Kicks will also be serenading guests prior to the viewing. Aiming to create hype and interest amongst the target audience, ‘You Love it’ will aim to encapsulate the electric atmosphere and excitement which live music evokes.
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WHAT THE PRESS COULD SAY
AT A CINEMA NEAR YOU
‘You Love it – review’
‘Where You At? What You Saying?’
‘You Love it Facebook Page’
A review by The Guardians Philip French of HMVs ‘You Love it’, featuring a synopsis of the short film as well as details of its official release date and which current films it will be showing alongside.
A visual vox pop special with Mixmag featuring in their usually titled ‘Where You At? ’ item. Covering HMV’s Global Gathering and Great Escape festival, the ‘You Love it’ video will be turned into a photo gallery with one liners as to how the attendees featured are feeling. Alongside this, details of Feel it, Love, Live its YouTube video viral will feature in the publications ‘All back to your tube’ piece, allowing readers to see the festival photography come to life.
Facebook will become a crucial media outlet for the Feel it, Love it, Live it video viral, with a page being created for the sub-brand and all recordings being uploaded to the social networking site. Here, facebook users will able to view the videos, tag themselves and their friends and receive exclusive info about what’s next on Feel it, Love it, Live its agenda.
The Guardian, Kings Place, 90 York Way London N1 9GU Journalist Philip French Telephone: 020 3353 2000 Email: philip.french@guardian. co.uk ‘Music to Your Ears’ A feature with Music Week focussing on the emotional connection which individuals experience with music and how Feel it, Love it, Live it is portraying this through their video virals in a bid to re launch HMV as THE live music experience brand.
Mixmag, 90-92 Pentonville Road, London, N1 9HS Deputy Editor Duncan JA Dick Telephone: 020 7520 8625 E-mail: duncan@mixmag.net
‘You Love it YouTube Channel’
Not quite content by taking over the UKs live music scene, Feel it, Love it, Live it have decided to also take a dab hand at creating their very own film. Enlisting the help of dedicated festival goers, they will be capturing the excitement and dynamic atmosphere that comes hand in hand with such events. But to be a fully fledged film they need to get on the big screen right? So, running from August through to September Feel it, Love it, Live it will be showing their little master piece at the HMV Curzon alongside all the latest releases. In celebration of this venture they would love it if you could come along to view the premier extended version and tell them what you think! Alongside this exclusive first showing, you will be served an array of cinema treats and even be serenaded up and coming indie-hop duo Rizzle Kicks in the lobby! Look forward to seeing you there.
Friday 24th August Showing 19:00 HMV Curzon Cinema 23 The Broadway, Merton, London, SW19 1PS RSVP: press@juiced.com 0207 650 2239 www.hmvcurzon.com
Additionally to Facebook, the Feel it, Love it, Live it video virals will be uploaded to the brands You Tube Channel. Here, users will be able to navigate around the page by selecting an event, leading them to an abundance of ‘You Love it’ video clips, tailor made playlists for that particular festival and exclusive onsite video logs, fronted by our Feel it, Love it, Live it presenters.
Music Week, Ludgate House, 245 Blackfriars Road, London, SE1 9LS Reporter Charlotte Otter E-mail: Charlotte@musicweek.com
For further information please contact Juiced PR , please arrive before the showing time of 19:00 to guarantee entry
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ON THE EDGE
Mixmag March 2011 Where You At
Guardian.co.uk March 20th 2011 Review
Kicking off with a mass of spontaneous street busking from ‘Our Next Big Thing’ winners and selected unsigned artists from our touring festival bar, Feel it, Love it, Live it will launch their first phone application, appropriately entitled ‘On the Edge’. Free of charge the app will aim to bring last minute, exclusive performances from new and established artists to
music lovers the UK over. The ‘On the Edge’ application will be completely personal to each individual, identifying their location and asking them which artist and bands they just can’t get enough of. From October through to December 2012, downloader’s will receive last minute notifications of nearby in store sets from their most loved musicians and working
Mixmag March 2011 All back to your tube
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on a first respond, first serve basis, will receive free entry to see the completely live, small scale and exclusive performance. With its spur of the moment attitude, the ‘On the Edge’ application will certainly keep users on their toes. Spontaneous, impulsive and 100% live, the Feel it, Love it, Live it app will provide music fans with the ultimate one of a kind experience.
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ON THE EDGE phone application, this will provide fans of a more detailed view of what may be ahead. ‘Got the Edge?’ Featured in Rock Sound magazines ‘Live’ section, this angle would include regular reviews from Sub Editor Jen walker, with comment on relevant ‘On the Edge’ events and exclusive interviews with the artists themselves. Rock Sound Magazine: Unit 22, Jack’s Place, 6 Corbet Place, London, E1 6NN Reviews/Sub Editor Jen Walker Telephone: 020 7877 8770 E-mail: Jen.walker@rocksound.tv
Truly keeping music fans on the edge of their seat, the Feel it, Love it, Live it app is dedicated to bringing the best in live music to the UK. Free to download and available from October, the ‘On the Edge’ phone application will be sending out an abundance of last minute invitations to exclusive and completely live in-store performances. With a first come, first serve choice of motto, users who respond quickest will get to experience some of music’s best talent in a truly intimate setting. Personalised to suit individual tastes and created to identify location, the ‘On the Edge’ phone app has a spur of the moment attitude guaranteed to keep any music lover on their toes. Impulsive and 100% live, this app promises to deliver a completely unique and unforgettable live music experience.
Available for download
‘A cheap night out’ For further information regarding the Feel it, Love it, Live it phone
A special feature replacing Kerrang magazines regular ‘Gig Guide’ item listing the cheapest and even the free rock gigs and club nights in and around the UK. Included within this would be details on Feel it, Love it, Live its season of free performances, how to get hold of an invite and what screamo bands are on the brands radar.
application or for image request please contact press@juiced.com
Kerrang Magazine: Endeavour House, 189 Shaftesbury Avenue, London, WC2H 8JG Reviews Editor Nick Ruskell Telephone: 0207 182 840
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CT
Providing followers with real time hints as to who may be playing next at HMV stores, whether it be through tweeting lyrics, album titles or a play on words with a bands name. The ‘On the Edge’ feed will also alert Twitter users when to keep an eye on their phone alongside allowing consumer/ brand interaction. Acting as an extension of the ‘On the Edge’
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‘On the Edge Twitter Feed’
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A special length news bulletin featured in NME magazines regular ‘Upfront’ item, covering several of Feel it, Love it, Live its spontaneous street busking sessions, including photography from the impromptu events and comment from those involved in the performances. Alongside this exclusive details of the ‘On the Edge’ phone app will be revealed and hints will be given as to where and when the next set of street gigs will be happening.
Metro, Associated Newspapers Limited, Northcliffe House, 2 Derry Street, London, W8 5TT Journalist Dave Jenkins Telephone: 020 7651 5415 Email: dave.jenkins@ukmetro.co.uk
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‘Bit O’ Busking’
Featured within the Metros tech & gadget section, this item would review the latest and most innovative music phone applications, with details about the Feel it, Love it, Live it ‘On the Edge’ app, what it does, what it’s good for and why it is indispensable to any gig goer.
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Viva, 180 Oxford Street, London W1N 0DS Telephone: 020 7284 7777
‘You Need This Now’
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Exclusively invited to the launch of the many spontaneous street busking sessions, Viva TV will broadcast a news bulletin covering the first busking performance from the winners of ‘Our Next Big Thing’ competition. Featuring snippets of the band performing alongside a report of who, what, why and where the event took place, the broadcast will place ‘On the Edge’ into the public eye as well as excite music lovers as to where and when the next impromptu performance may take place.
NME: 4th Floor, Blue Fin Building, LONDON, SE1 0SU News Reporter Matt Wilkinson Telephone: 020 3148 6863 Email: matt_wilkinson@ipcmedia. com
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‘Our Next Big Thing’ Winners Take to the Streets’
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WHAT THE PRESS COULD SAY
NME February 12th 2011 Upfront
Metro May 5th 2011 Tech Talk
Rock Sound February 2011 Live
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NOVEMBER DECEMBER JANUARY
56 FEBUARY MARCH APRIL MAY JUNE JULY
57 AUGUST SEP TEMBER
1st The On the Edge phone application launches
across the UK
8th Month of spontaneous street per formances from the What Happens on Tour unsigned ar tists
8th Our Next Big Thing winners per form first street busking session
1st Our Next Big Thing winners release debut single - Send out On the Edge launch date press releases
31st You Love it released to public
24th You Love it premieres to press
13th Invite unsigned ar tists from touring bar to On the Edge street busking sessions
27th You Love it filming at Global Gathering
27th Send out invitations to You Love it premiere
26th The What Happens on Tour Bar hits Warwickshire
21st You Love it filming at High Voltage
13th You Love it filming at Lovebox
12th The What Happens on Tour Bar hits London
2nd Send out Our Next Big Things debut single press releases
9th You Love it filming at Escape into the Park
7th The What Happens on Tour Bar hits Wales
11th Rizzle Kicks take to the stage at the What Happens on Tour bar
filming at The Great Escape
10th Our Next Big Thing finalists battle it out at the launch of HMVs touring bar in Brighton - You Love it
30th 10 most loved bands selected
9th 100 most loved bands isolated
26th Nominations for Our Next Big Thing competition closes
12th Feel it, Love it, Live it ’s Our Next Big Thing competition opens
9th The Ultimate album release
5th Send out What Happens on Tour press releases
24th The Ultimate Night Out hits Edinburgh
18th The Ultimate Night Out hits Birmingham
17th The Ultimate Night Out launches at London’s Ministry of Sound
14th Visitors to the Feel it, Love it, Live it website receive a free track of choice for download
3rd The Ultimate Night Out website closes
2nd The Ultimate Night Out hits Belfast
27th 10 most loved Ultimate Night Out ideas isolated
13th Feel it, Love it, Live it ’s Ultimate Night Out website launches
12th Feel it, Love it, Live it presenters take to Radio 1’s airwaves
10th Feel it, Love it, Live Teaser press day Final 5 presenters announced
27th Faces of competition closes
20th Penultimate Faces of entries uploaded
13th Final 10 Faces of competitors repor t onsite at HMV event
15th 100 most loved presenters are set first weekly task
1st First entries for Faces of Competition go live on HMV site
THE LINE UP
OCTOBER
GIVE OR TAKE A QUID 1> FACES OF
3> OUR NEXT BIG THING
6> 5 YOU LOVE IT
Bar hire
6> EXTRA COSTS
Camera crew: £6,250
Total of creatives
£98,623
Ambassadors Rizzle Kicks 12x£1.5k
£18,000
Juiced PR Media Relations Time
£25,200
Press release distribution
£1,400
Postage, telephone, fax, delivery costs
£2,400
Micro site
£6,000
£100
Production costs of viral videos
£1,800
£300
Subtotal Total
£153,553
£2,420
10% Contingency
£15,355
Grand Total
£162,778
£950
£4,800
Cost of collaborating with Atlantic Records
Bar staff
£126
Film editing: £2,400
£6,000
Stage hire
The panel
£399
£6,000 Invitations: £100
£6,000
Catering and refreshments for journalists
Misc
£300
£300
Catering and refreshments for journalists: £250
£18,300
Misc: £300
£11,100
Total
£250 Indoors canopy
£295 Invitations
Total: £9,300
Misc Total
2> THE ULTIMATE NIGHT OUT
4> WHAT HAPPENS ON TOUR
Venue hire
Venue hire: £15,000 Bar staff Bar staff: £6,480
£15,000 Bar staff
£6,480
6> ON THE EDGE Busking Licence
£4,800
£15,000 Cost of app production
£6,000
£6,480
Travel costs
Travel costs: £813
£813
Misc
£300
£813
Invitations
Total
Invitations: £100
£100
£100
DJ costs
£11,100
DJ costs: £24,000
£24,000
£24,000
Misc
Misc: £300
£300
£300
Total
Total
£46,693
£46,693
58
59
WHEN I SAY HMV YOU SAY... > > > > >
Live music Young Gigs On the ball Festivals
> > > > >
An amazing night out Original Inspirational Exhilarating Cutting Edge
These are the words that through the Feel it, Love it, Live it campaign, our new consumers will associate with the HMV brand. We want them to be excited and intrigued by HMV and we want to inspire and evoke those emotions of absolute euphoria, which they feel when being a part of live music. HMV will be a topic of conversation, a trend on Twitter and a brand which young music lovers follow and believe in. It will have something to say and it will be saying it in a way that is bold and stands out from the crowd. More importantly, HMV will live by the motto ‘less talk more action’. It will get its hands dirty and strive on discovering the new before
anyone else. It will no longer be a tale of woe and misfortune but one of success, in which a brand rich with heritage had embraced change and played to its strengths. And the result? A resurrected live music experience brand which is truly passionate, authentic and cutting edge in every which way.
Success A substantial increase in press coverage Plenty of hits on Feel it, Love it, Live its YouTube channel Positive feedback from those involved with the campaign Astounding reviews from HMV events An increase in online and in-store sales
A mass of bands wanting to sign up at Feel it, Love it, Live its touring bar and for ‘Our Next Big Thing’ competition High demand for the ‘On the Edge’ phone app A substantial number of visitors to the Feel it, Love it, Live it site and plenty of ‘Loves’ An extremely positive response to HMV and Feel it, Love it, Live it from the target audience
An increase in ticket sales A flood of invite requests for the ‘Ultimate Night Out’ An increase in HMV site visits An increase in Curzon cinema ticket sales
High demand for the albums exclusively created as a result of the campaign And last but most importantly, news of HMV and Feel it, Love it, Live it travelling by word of mouth amongst young music lovers. Our ultimate means of PR .
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61
THE CONTACTS National Print Publications
Regional Print Publications
NAME
PUBLICATION
ROLE
TEL
NAME
PUBLICATION
ROLE
TEL
Adam Saville
DJ Mag
Access All Areas Editor
020 7247 8855
adam.saville@djmag.com
Laura Williams
247 Magazine
Editor
0117 953 6363
laura@outofhand.co.uk
Ben Murphy
DJ Mag
Editor
020 7247 8855
ben.murphy@djmag.com
James Kendall
The Brighton Source
Editor
01273 609955
james@brightonsource.co.uk
Claire Hughes
DJ Mag
Chief Features Writer
020 7247 8855
claire.hughes@djmag.com
Nick Coquet
The Brighton Source
Sub Editor
01273 609955
nick@brightonsource.co.uk
Joe Rober ts
DJ Mag
Upfront Editor
020 7247 8855
joe.rober ts@djmag.com
Geordie Greig
London Evening Standard
Editor
020 3367 7000
geordie.grieg@standard.co.uk
Mark Wilson
DJ Mag
Tech Editor
020 7247 8855
mark.wilson@djmag.com
Sarah Stands
London Evening Standard
Deputy Editor
020 3367 7000
sarah.stands@standard.co.uk
Mar tin Brown
DJ Mag
Ar t Editor
020 7247 8855
mar tin.brown@djmag.com
Fiona Hughes
London Evening Standard
Ar ts Editor
020 7938 7588
ar ts@standard.co.uk
Niall Doher ty
The Fly
Editorial
0207 688 9000
niall.doher ty@channelfly.com
JJ Dunning
The Fly
Editor
020 7688 9000
jj.dunning@channelfly.com
Harriet Gibsone
The Fly
Deputy Editor
020 7688 9000
harriet.gibsone@channelfly.com
Ben Homewood
The Fly
Editor’s Assistant
020 7688 9000
ben.homewood@channelfly.com
Camilla Pia
The Fly
Live Editor
020 7688 9000
camilla.pia@channelfly.com
Joe Shooman
The Fly
Listings Editor
020 7688 9000
joe.shooman@channelfly.com
Russel Moorcrof t
The Fly
Ar t Editor
020 7688 9000
Nichola Browne
Kerrang
Editor
0207 182 840
Daniel J. Lane
Kerrang
Deputy Editor
Caroline Fish
Kerrang
Simon Young Nick Ruskell
Online Consumer Publications NAME
PUBLICATION
ROLE
TEL
russel.moorcrof t@channelfly.com
Philip French
Guardian.co.uk
Journalist
020 3353 2000
philip.french@guardian.co.uk
nichola.browne@kerrang.com
Gordon Thompson
Timeout.com/London
Editor
020 7813 3000
gordonthompson@timeout.com
0207 182 840
danielj.lane@kerrang.com
Nina Caplan
Timeout.com/London
Features Editor
020 7813 3000
ninacaplan@timeout.com
Ar t Editor
0207 182 840
caroline.fish@kerrang.com
Shalinee Singh
Timeout.com/London
Online Features
020 7813 3000
shalineesingh@timeout.com
Kerrang
News Editor
0207 182 840
simon.young@kerrang.com
Kerrang
Reviews Editor
0207 182 840
nick.ruskell@kerrang.com
Bobbie Lane
Kerrang
Editorial Assistant
0207 182 840
bobbie.lane@kerrang.com
George Garner
Kerrang
Listings Editor
0207 182 840
George.garner@kerrang.com
Craig Torrance
Mixmag
Clubs & Live Music Editor
020 7520 8625
craig@mixmag.net
Digby
Mixmag
Staf f Writer
020 7520 8625
Duncan Dick
Mixmag
Editor
020 7520 8625
Nick de Coemo
Mixmag
Deputy Editor
Nick Stevenson
Mixmag
Ralph Moore
Mixmag
Kenny Campbell
Online Consumer Publications NAME
PUBLICATION
ROLE
TEL
digby@mixmag.net
Ben Cooper
BBC Radio 1
Programme Controller
0370 010 0100
ben.cooper@bbc.co.uk
duncan@mixmag.net
James Brownlow
Capital FM
Programme Director
020 7766 6000
james.brownlow@capitalfm.com
020 7520 8625
nickdc@mixmag.net
Gareth Andrews
Capital FM
Deputy Programme Director
020 7766 6000
gareth.andrews@capitalfm.com
Associate Editor
020 7520 8625
nick@mixmag.net
Mark Findlay
Capital FM
Head of Music
020 7766 6000
mark.findlay@capitalfm.com
Editor At Large
020 7520 8625
ralph@mixmag.net
Andi Durrant
Capital FM
Presenter
020 7766 6000
andi.durrant@capitalfm.com
Metro
Editor
020 7651 5200
kenny.campbell@ukmetro.co.uk
Ali Rezakhani
Juice FM
Programme Director
01273 387107
ali@juicebrighton.com
Siobhan Murphy
Metro
Ar ts Editor
020 7651 5200
siobhan.murphy@ukmetro.co.uk
Jo Youle
Juice FM
Presenter
07813338893
jo@juicebrighton.com
Emily Mackay
NME
Reviews Editor
020 3148 6866
krissi _ murison@ipcmedia.com
Ollie Embden
Ministr y of Sound
Station Manager
020 7740 8729
o.embden@ministr yofsound.com
Hamish MacBain
NME
Assistant Editor
020 3148 6894
laura _ snapes@ipcmedia.com
Phoebe Smith
Ministr y of Sound
Head of Private Hire
020 7284 7777
p.smith@ministr yofsound.com
Jamie Fuller ton
NME
News Editor
020 3148 6858
mar tin _ robinson@ipcmedia.com
Jamie Hodgson
NME
New Music Editor
020 3148 6856
matt _wilkinson@ipcmedia.com
Andy Ashton
XFM
Programme Director
084547 83936
andy.ashton@xfm.co.uk
Karen Walter
NME
Editor’s PA
020 3148 6864
mike _williams@ipcmedia.com
Ian Camfield
XFM
Presenter
084547 83936
ian.camfiled@xfm.co.uk
Krissi Murison
NME
Editor
-
paul _ stokes@ipcmedia.com
Laura Snapes
NME
Assistant Reviews Editor
020 3148 6860
karen _walter@ipcmedia.com
Mar tin Robinson
NME
Deputy Editor
020 3148 6871
jamie _ hodgson@ipcmedia.com
Matt Wilkinson
NME
News Repor ter
020 3148 6863
jamie _fuller ton@ipcmedia.com
NAME
PUBLICATION
ROLE
TEL
Mike Williams
NME
Features Editor
020 3148 6854
hamish _ macbain@ipcmedia.com
Paul Stokes
NME
Associate Editor
020 3148 6862
emily_ mackay@ipcmedia.com
Steve Parker
Live UK
Managing Editor
020 7486 7007
steve@audience.uk.com
Darren Taylor
Rock Sound
Editor
020 7877 8770
Darren.taylor@rocksound.tv
Keith Coles
Live UK
News Editor
020 7486 7007
keith@audienceuk.com
Ben Patashnik
Rock Sound
Deputy Editor
020 7877 8770
Ben.patashnik@rocksound.tv
Rober t Ashton
Music Week
Associate Editor
00 4 4 (0) 7921 8362
rober t@musicweek.com
Jen Walker
Rock Sound
Reviews Editor
020 7877 8770
Jen.walker@rocksound.tv
Ben Cardew
Music Week
News Editor
00 4 4 (0) 7921 8304
ben@musicweek.com
Faye Lewis
Rock Sound
Staf f Writer
020 7877 8770
Faye.lewis@rocksound.tv
Charlotte Otter
Music Week
Repor ter
-
charlotte@musicweek.com
Alistair Cook
Rock Sound
Ar t Editor
020 7877 8770
Alistair.cook@rocksound.tv
Christopher Barrett
Music Week
Features Editor
-
chris@musicweek.com
Sam Lewis
Drownedinsound.com
Contributor
-
Samlewis182@hotmail.com
Saam Das
Fadedglamour.co.uk
Senior Contributor
-
music@fadedglamour.co.uk
Craig Johnson
Shrednews.com
Editor
-
craig@shrednews.com
Mar y Chang
Theregoesthefear.com
Editor
-
hello@tg tf.net
62
Viva
020 7284 7777
Industry Publications
63
FEEL IT LOVE IT LIVE IT HMV 2012
64