Using music to keep New Era at the heart of Youth Culture
KINC has been part of New Era’s European team since 2013 and launched a number of highly successful music-led campaigns which have tapped into existing and new audiences
Audience
16-24 yrs
Communities
Music / Creative / Street Culture / Sport / Streetwear
Services
Artist relationships / Music strategy / Content production / PR & digital support
Process
KINC selects and works with artists that are influential to the target audience and wear New Era. This has included artists such as Rag N Bone Man, Bring Me The Horizon, Novelist, Moses Boyd, Little Simz, Serious Klein (GER) and Moodymann.
A three-tier approach includes basic seeding, building the relationship and ultimately creating larger content and product projects with selected artists.
KINC has developed multiple European campaigns that connected brand messaging to audiences through music, and delivered authentic pieces of film content and imagery in the UK, France, and Germany.
Outcomes
Our ongoing work ensures the most aspirational music artists are seen wearing New Era and working with us across social media channels, leading to new brand advocates and increased revenues.