Sonic update: July 2015

Sonic update: July 2015

Sonic update: July 2015


Skullcandy and DIY host #STAYLOUD gig on site of Hammersmith Palais

DIY teamed up with headphone manufacturer Skullcandy to promote a #STAYLOUD gig with Peace at the site of the iconic Hammersmith Palais. The #STAYLOUD series takes once iconic and legendary European music venues which now serve another purpose – and brings them back to life for one more night. DIY was media partner for the event and Sonic Media Group were used to amplify the content across our digital network of partner sites.


Last month, Peace hitched up to previously abandoned musical space ­London’s Hammersmith Palais ­and revive the place for a special, one-­off gig; this was the first in a series of re­igniting occasions put out on Skullcandy for their #STAYLOUD initiative and you can now watch footage of Peace’s unique show. Shot by film directors Mathy and Fran, the film sees DIY’s Birmingham favourites doing what they always do – ­causing a sweat­-lined frenzy ­in a completely different kind of space.



There were four stages to the campaign; first, a competition run on and on social media to win tickets to the intimate and unusual gig, secondly a report from the live event with a professional photogallery and, third, a retrospective account of the campaign, sharing the Skullcandy film. The final stage was the Sonic Cascade format (above) that starts as a masthead and rolls down the page to reveal the full event poster and Skullcandy film, which is running across DIY and selected Sonic partner sites.

DIY Vital Statistics

1.3m monthly audience reach across:

Social media – 250,000

(Twitter followers break through 100,000 in June 2015)

Online – 800,000

Print – 110,000 readership

Apple Music launches in style with DIY takeover

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After all the build-up, controversy and #Swiftgate, Apple Music is finally out – and DIY are promoting the new streaming service with a high-impact Homepage Takeover. Apple’s new service, pitted as the first serious rival to Spotify, is available on iOS devices; the three-month free trial option can be activated from this point onwards, with Android users will be able to gain access from this Autumn.
Apple’s ’24/7 radio station’ Beats 1 launched yesterday, with former BBC Radio 1 DJ Zane Lowe kicking things off with his first show, live from Los Angeles. Both Apple Music and Beats 1 are available via the iOS 8.4 update.


Converse partner with Sonic to promote new Rubber Tracks programme

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Converse launched their new Rubber Tracks programme with Sonic, running high-impact formats on desktop, mobile and tablet across flagship Sonic partner sites including The 405, DIY, FACT, GRM Daily and Rock Sound.

Converse Rubber Tracks was born out of the brand’s desire to give back to the music community and provide opportunities for artists who might not be able to afford studio time. Offering the chance to record for free at studios across the globe over a two week period, Converse are giving musicians the opportunity to record original music at 12 landmark studios, including London’s Abbey Road Studios.


Kopparberg get a taste of the new Sonic Network site, The 405

Swedish fruit cider brand Kopparberg have selected Sonic’s new tastemaker site The 405 to promote their Strawberry & Lime cider, along with DIY. The 405 are an award winning digital publication that also covers the worlds of film, games, art and fashion; they have an army of writers who deliver breaking news, previews, reviews, regular features and columns as well as original video content every day. They have an experienced and talented editorial team who ensure that their lovingly crafted content is not only informed but intelligent and highly influential.

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Their fresh and innovative approach is not only a voice to be reckoned with but the perfect stage for brands to get their message heard by the highly sought-after demographic with which they interact on a daily basis.


TGE2015: Spindle x Firetrap party

The Great Escape is Britain’s biggest city-wide festival and features a long list of the most exciting new talent in music. Spindle have been hosting their own party within TGE for years, but for 2015 they teamed up with Firetrap and really went all out!

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Spindle’s Alternative Escape stage saw over a dozen emerging and established talents play their hearts out deep in the belly of Brighton’s most famous pier. With the partnership of Firetrap and sponsorship by Pistonhead Lagar the party showcased an eclectic blend of genres and sounds from the UK and beyond.

One of those who traveled furthest included NY based group Sunflower Bean, who fused thundering psychedelics with sun-beaten garage-rock and nearly shattered the supports of the pier. Essex-based Longy appeared in Brighton just a week prior to taking to the stage at London’s mammoth venue The Forum. By the time Is Tropical had danced the crowd into a wild frenzied state it was down to Dry the Riverto close the show. Feet were tired and necks craned as the amazingly versatile East-London group closed the curtains on a 12 hour marathon of dancing and split pints.

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You can watch the video evidence here.


Live music and science event sponsorship opportunity with Louder Than War

In 2013 John Robb, former Membranes frontman and Louder Than War editor announced a new live show featuring new songs from The Membranes set to a film about the origins and workings of the universe. The idea came about when Robb met and became friends with the head of the Higgs Boson project and, fascinated by the new goings on in that field of scientific research, decided it would be the perfect material for a gig.

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Along with Manchester artist Michael Trainor and with Steve Hanley, former bassist for The Fall, joining The Membranes for the night, Robb conducted science and art experiments, aiming to “both explain the complex ideas about the origins of the universe, turn the audience into sub-atomic particles and accelerate them through brilliant music, film and conversation”. The gig was a sold out success.

The idea for next year would be to expand this gig with more bands and more scientists, and in a bigger venue like Blackpool Winter Gardens or the Roundhouse in London with a music technology brand as a sponsor.

Huge surge in traffic for Rock Sound on Download Festival weekend

Rock Sound’s traffic more than quadrupled during Download Festival weekend following their live coverage.

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Sonic sites have been partnering with brands and festivals across the summer which are now an integral part of today’s lifestyle; Sonic can open this audience up to you through content sponsorship to live activations on-site.

Sonic Private Marketplace goes live with preferential programmatic access for Sonos

Sonic reaches over 5m 16-34 year olds through a range of owned and partner sites. Alongside our bespoke display campaigns, we have opened up premium access to our audience via our Private Marketplace – and are delighted to add Amnet as a trading partner.

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We have made available an initial allocation of 15 million impressions across our main music and lifestyle sites, including the UK’s largest free music magazine DIY and sites like Any Decent Music, Click Music, Cultbox, DIY, Hit the Floor, Louder Than War, Music OMH, Rock Sound, Spindle, Supajam and This Day In Music, giving access to our international audience.

Sonicʼs international breakdown: 45% UK // 20% US // 20% Mainland Europe // 5% Far East // 10% ROW

Alongside direct display bookings we are working with our adserver ADTECH to offer this inventory through a Private Marketplace; the Sonic PMP can be accessed by the MARKETPLACE team at AOL platforms and we can offer a range of deal parameters (please contact us for more information). Campaigns have been accepted on a fixed price Deal ID basis, in addition to opening up discussions for longer term/volume contracts.


Campaign services offered by Sonic include:

Bespoke curated events

Social media monitoring

Multi-platform curated content

Social media integration and tracking

Sponsorship and integration within DIY tours

Programmatic buying through the Sonic Private Marketplace

Amplification of creative assets across the 7m Sonic digital network

For information about advertising opportunities on the Sonic Private Marketplace and our partner websites, please contact: // 

+44 (0)20 3632 3456 // //