Tourdates EMA
Tang were invited to develop, launch and establish the marketing for the new Tourdates EMA (Exposure Music Awards) supported by main line industry sponsors to discover new music talent promoted from grass roots to label and distribution contracts.
The Tourdates EMA gather together the very best music talent in Britain under one roof; talent voted for by UK Music Lovers and a panel of Expert Industry Professionals, including Grammy Nominated Producers and key individuals who spend their working lives helping great music talent progress their careers in music.
Tourdates EMA was launched in 2008 having adapted the very successful format of California’s Orange County Music Awards; and in conjunction with Brit Martin Brown, who successfully founded those awards, and many others, to show that there is a very healthy appetite for real music talent discovery in Britain.
Over the years the Tourdates EMA have spread from South Central Britain to a National event scouring Britain for the finest live music talent around.
The positioning of the Tourdates EMA brand, not one owned by the more obvious music industry giants, required an organic treatment that was not hard and sterile. The Tourdates EMA logotype was re-cut from a sans serif font which was then over exposed and reformed into a clear mono level brand marque.
The Tourdates EMA website design was intended to be anything but corporate, instead making sure it wasn't over designed and slightly anarchistic in structure. To accommodate the frequent updates in music talent and news releases the Tourdates EMA website was built on an easy to use content management system that automatically synchronised via RSS feeds. The Tourdates EMA website also synchronised with its affiliated website Tour Dates to promote artist registration via unique system generated codes on application and completion and on page validation guaranteed successful data capture. The Tourdates EMA website has continued to evolve and house high volumes of music talent artists media, a flash map for complex target areas and embedded online audio and video streaming third party sites.
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In response to the quality and volume of music talent discovered regionally Tourdates EMA Website initiated the M4 and M5 tours where nominated and winning artists talent could play live to fans up and down both the M4 and M5.
To support these live events of regional music talent, Tang designed and produced posters, flyers, advertising in the NME Magazine as well as developing a system on the website to identify M4 and M5 Talent Tour web pages.
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To support music talent performing in local venues Tourdates EMA managed showcases that asked the question 'Who's up for it?'. Template posters and flyers designs were made available to artists that they could easily update with their showcase information and distribute locally. At the Tourdates EMA showcase beer mats were distributed to collect music talent votes and increase the email circulation list.
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An extensive range of templates were developed to support a varying range of email marketing communications. Legacy data was updated and the system ensured cleansed data for all new contacts. It also segmented contacts for more relevant email communications to fans, artists and industry. The email bursts are now being received by nearly 35,000 interested fans and music talent for regular news updates, annual ceremony build up and registration promotions. The system also managed registered user accounts, registration confirmation emails and automatically scheduled campaigns throughout the Tourdates EMA music talent calendar.
Various digital banner adverts were designed and developed for online advertising to increase Tourdates EMA talent artist registration and attract fans to the M4 and M5 Tours. A principle window for the banner adverts were on the Tourdates music talent website.
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To increase awareness of the Tourdates EMA talent ceremony night, publicity was incited with local radio and press. Online Tourdates EMA publicity was also supported with submission of press releases to blogs and forums, as well as endorsed Tourdates editorials.
More and more venues now have large screens at the front of house so Tang developed a looping Tourdates EMA promotional video of music talent to run on venue downtime and on talent showcase nights.
The marketing schedule for the new event was limited so the new website needed almost immediate visibilty within major search engines. Working with a specialist consultant Tang ensured the new Tourdates EMA domain and key web pages were visible in all major search engines within weeks of making the website live.
Further keyword phrases were researched to target low competition high value traffic to the website based around core topics and music talent that are gaining online interest.
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To support rapidly growing music talent media on social networks, Tang developed a social media page that automatically seeks and lists keyword relevant Flickr photos, Youtube videos, Facebook updates and Twitter tweets.
The Tourdates EMA website functionality was enhanced to manage exclusive registration coupons. The system generated unique registration codes to be distributed to potential artists talent by the email marketing system across time limited promotions. The codes could then be entered on application for discounted or even free registrations. This discount incentive successfully increased Tourdates EMA artist talent registration by over 100%.
A celebration of finest new national music talent, The Tourdates EMA talent ceremony is an evening packed with influencers in the industry, award winning artists and fans that appreciate music talent out of the commercial main stream.
Although the Tourdates EMA music talent ceremony has loyal support growing from word of mouth, Tang designed and produced a suite of flyers, posters and numbered event tickets.
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The Tourdates EMA music talent ceremony was branded with large format banners and no show through, non shine stage back-drops. Additional revenue was riased through t-shirt merchandising sold on the night.
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Although the Tourdates EMA attracted strong investment to ensure a successful launch, to continue the momentum of support, Tang develop a printed and digital brochure that clearly communicated the sponsor benefits and tiers of funding. This was supported with email marketing and telemarketing which cumulatively discovered sponsorship for the organisation, the awards ceremony and even talent showcases and tours of live music.
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A new email marketing brand was developed for Raven Black Music a record label that is a principle sponsor of the Tourdates EMA. It highlighted success for music talent signed to the label and increased artists talent exposure to a broad audience of music interest.
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