Unlocking a global electronic dance music audience
With genuine audience insight, we created a content strategy that built brand authenticity to the electronic music audience
Audience
Targeting 16 – 24 year olds, Burn Energy focused on an electronic and dance music audience for the Burn Residency 2016
Brief
KINC was challenged to develop and implement an integrated content and social strategy to activate the Burn Residency Program held in Ibiza, that resonated globally. The content also had to help build brand credibility and authenticity in electronic music.
Outcome
KINC developed a tiered content and PR strategy that explored the meaning, relevancy and importance of the concept of ‘Residency’.
KINC produced three longer form content pieces celebrating the growth of a Residency brand with key Burn ambassador Carl Cox from it’s humble beginnings, to the current day Ibiza movement with Seth Troxler and The Martinez Brothers.
To complement the branded content, KINC worked on a social media content strategy to amplify the Burn Residency bootcamp, building a library of aspirational content paired with knowledge and meaningful insights from the programs key DJ’s.
Process
Researched and identified the audiences for Burn; expressed as dance music core audience of Curators and a wider music audience, Players.
Created a tiered content approach with high level integration of brand ambassadors and Burn Residency contributors and mentors, developing the brands look and feel through content; still and video, and building brand authenticity.
