Unlocking music audiences in Europe for New Era
Created and implemented New Era's first European integrated music strategy.
Audience
Unlock a broader music audience for New Era in Europe while underpinning New Era’s authentic musical heritage.
Brief
Develop and implement New Era’s first music strategy that will allow the brand to connect with existing and new audiences.
Outcome
KINC developed a tiered music program that, regardless of genre, enables the brand to work with global artists that hold true to New Era brand values.
The music program has allowed for the creation of collaborations with some of the world’s biggest artists including: The Martinez Brothers, Royal Blood, Warpaint, Loco Dice, Avicii, Bring Me The Horizon, Rag N Bone Man, Novelist, Little Simz and many more.
In addition to these collaborations, we have developed partnerships with some of Europe’s most influential dance music festivals, Tomorrowland, Lovebox and Outlook, reached an audience in excess of 131m people.
Process
KINC conducted a piece of research to identify the right audiences and the key influencers within Europe where New Era was relevant.
By analysing the research, assessing the brands authentic history and values, we formed a point of view for New Era on music.
This point of view formed the basis for a creative platform that enables New Era to continually engage with artists in an authentic manner. Creating relationships from seeding and collaborations through to fully integrated campaigns, amplified to a wider audience.
In 2018, we built on the work in music, creating an online platform, housing all of the music activity, creating deeper roots with the artists that support the New Era lifestyle.