Unlocking music audiences in Europe for New Era

6 Festival Partnerships
20 Global Artist Collaborations
131 million people reached
500,000 audience engagements

Created and implemented New Era's first European music strategy.


Unlock a broader music audience for New Era in Europe.


Develop and implement New Era’s first music strategy for Europe that will allow the brand to connect with audiences across various music genres.


KINC has developed a music program that incorporates EDM, rock, hip-hop, alternative and grime. The music program has allowed for the creation of artist collaborations with some of the world’s biggest artists including: Avicii, Bring Me The Horizon, Kygo and Martinez Brothers. In addition to these collaborations, partnerships with some of Europe’s most influential dance music festivals, Tomorrowland, Lovebox and Outlook, reached an audience in excess of 131m people.



KINC created a piece of research to identify the right music genres and the key influencers within European music genres.

By analysing the research we formed an approach based around the optimal music genres for New Era to gain brand traction and a created a strategy to reach the fans of these genres.

Our strategy was based around influencing the music scene through the artists, connecting with groups directly in live environments and through social media.

We have developed numerous artist collaborations currently including, Royal Blood, MNEK, Robin Schulz and Warpaint.

Alongside this we organised partnerships with leading music festivals including Tomorrowland, Lovebox and Outlook. As part of this we created a targeted seeding program and produced bespoke product for each of the festivals.

Get in touch to find out how we could help your brand unlock an audience