build a band - case study

brief

To find enough disaffected yet talented youth, to take the mantle of musicians such as Marley and Dylan provide them with the opportunity and channels to both make their point and have the time of their lives. This project snowballed from the initial brief into a masterclass on how the power of the web, combined with more traditional media channels, could pull a group of kids in the far corners of the UK together.

solution

Following a UK wide flyer campaign, we put together a site where wannabee protesters could upload audition MP3's and tell us about issues they felt strongly about. These contributions where then judged by a select group of musicians and music industry professionals. 12 lucky entrants made the trip to London for a live jam and audition, with 5 lucky winners getting to write, rehearse and perform in front of thousands at Glastonbury's Leftfield stage last summer.

result

The convergence of band, brand and broadband was overwhelming. 30,000 people visited the site and close to 1000 of them uploaded auditions, powering Leftfield's message that 'Music can make a difference'. A charity band T-Shirt (sold out) a video and video diary on the Telegraph website followed. Rising stars 'Revolt' are currently signed to the Leftfield record label and are being mentored by Billy Bragg as they write songs for their first album and prepare to tour!