XLCollegeReport_Feb2016_ErinMurray
- 1. XL COLLEGE MARKETING REPORT FEBRUARY 2016 NAME: Erin Murray MARKET: Seattle, University of Washington PROJECTS: Le1f, Jamie XX, Lapsley, Shamir, FKA Twigs, Empress Of, Rostam, Sam Gellaitry Offline promotion locations: (Pike, Pine, Broadway) Street light posts in Capitol Hill (one of the most popular areas for shopping, eating and nightlife), Everyday Music record store, UW Husky Union Building—Arts & Entertainment Department and Rainy Dawg Radio, and at four A&E hosted events (Broad City, Demetri Martin, Anthony Fantano of The Needle Drop, and Local Hip Hop Showcase). Photos — Table setup at Broad City Event
- 2. Table setup at Broad City Event
- 3. Lapsley and Le1f Lapsley and Empress Of Lapsley and Empress Of Lapsley and Shamir
- 4. Lapsley, Le1f, Empress Of Jamie XX and Ratatat
- 5. Table setup at Demetri Martin Event Online Promotion: FKA Twigs promo (via A&E Twitter Account), Sam Gellaitry x Lapsley (Facebook and Soundcloud), Le1f tour promo (via A&E Twitter, personal Twitter and Instagram), Lapsley- Pillow Talk (Facebook), Jamie XX Stickers (Instagram), Le1f photo (Facebook), FKA Twigs- Good to Love (Facebook), XL physical promo materials at the Hip Hop Showcase (shared via A&E Facebook page with 5k followers). Photos:
- 11. Project Notes: 1. Summary of promotional efforts made this month: - Hung/distributed posters in high-traffic areas on UW’s campus and around Seattle - Gave posters and stickers to on-campus radio station, Rainy Dawg Radio, to distribute XL promo materials via radio shows and tabling at events. - Distributed promo materials at three sold-out events and one “free to students” event hosted by A&E. Broad City (held on 2/22) and Demetri Martin (held on 3/2) each had 1,200 guests in attendance and drew high traffic to the A&E promo table. The Needle Drop event had 300 music fans in attendance that were excited about the XL recordings swag. Our Local Hip Hop Showcase had approximately 100 in attendance. - Online promotion of XL via Twitter (2 accounts), Facebook (2 accounts), and Instagram. 2. How do you think students/individuals reacted to the specific promotional materials to this month? February and March were huge programming months for ASUW Arts & Entertainment. We hosted 2 major and 2 minor events, which allowed for great XL exposure via the promotional table. I continue to receive several requests for Jamie XX- In Colour stickers from students who want to put them on their laptops. I receive tons of positive feedback from friends and followers in regards to my online promotion of XL artists each month.
- 12. 3. Did you see a difference in effectiveness for online promotions in terms of what time in the day and on which platform, length of post, content of post, etc? Similar to my efforts last month: I find the best time to post from each social media platform varies. I spend the majority of my time reading and interacting via Facebook because it is my largest network of connections and is where I have the greatest reach. I find the best time to share an article, video or status is in the afternoon or early evening, Monday through Thursday. After class is when students typically have the most downtime to take a quick study break or relax and surf the web. I try to post 1-3 times per week, as opposed to every day, so the content is well received and not spam-like. I started using the ASUW A&E twitter account as a tool to promote XL artists and events because it has a large follower base (1,019 followers) and it has a much greater reach than my personal account. The XL content I’ve shared meshes well with our entity’s overall music taste and interest, and has been well received by our followers. I would like to start using the A&E Facebook page on occasion to promo XL Artists because we have a much larger reach than any of my other platforms (with 5,000 followers). 4. Did you find anything particularly difficult in your efforts this month? Nothing was particularly difficult this month. I made conscious effort to promote the Le1f and Sam Gellaitry shows among my friends and followers, as well as with physical promotional materials at the events I hosted and in popular areas around Seattle. Lapsley will be playing here in April, so I added information regarding the show to her posters and hung them around Capitol Hill. A handful of people stopped to ask me about the artists I was promoting and most expressed interest in seeing her live. (Only 4 light posts are photographed but I hit 17 along Pike, Pine, and Broadway in Capitol Hill) 5. What are the most interesting things you engaged with this month in regards to music? (can be non-XL related) Why did you find it so interesting? My favorite music discoveries from the past month include: - Yung Lean—Warlord album - A. Chal - Stwo- Pillow Talk Remix - Desiigner - Vintage Lee - NJOMZA- Move your beat - Muhsinah- Careless - Baauer- Kung Fu (Pusha T and Future) - Cuff Lynx- Prowl - A$AP Rocky- LSD - Years & Years
- 13. 6. Did you accomplish any specific goals you set out in the previous month? I was able to distribute the majority of the promotional materials this month, both to students who were interested in the posters and stickers, as well as around UW’s campus and Seattle. I had one of the Rainy Dawg DJs give an on-air shout out to Le1f and Sam Gellaitry’s shows earlier this month. 7. What is a goal that you’d like to make happen in terms of your promotion plan next month? - I plan to write up a post promoting XL artists’ new content or an upcoming show in Seattle and sharing it on the A&E and/or Rainy Dawg websites. - Give promo material to more popular clothing and music stores in the area - Have A&E volunteers promote/ share XL material with their friends - Have more of my close friends push XL artists music and upcoming events on their social pages to maximize reach 8. Have you come upon any additional opportunities to implement into your promotional plans moving forward? Accounts, influencers, blogs, outlets, etc? I do not have any additional opportunities at the moment. I am hoping to develop my personal webpage and the arts.asuw.org blog in the coming months (likely will happen this upcoming quarter because I am taking a lighter course load and will be a higher priority).