DIY Presents Tour 2014 in association with PledgeMusic

This autumn DIY teamed up with music services business PledgeMusic to showcase some of the best new bands around. The campaign was brokered and managed by Sonic.

London gems Flyte and Shy Nature were packed up in a van and sent around the country for a free six-date tour, before landing back in the capital for the special all-dayer.

On 1st November at unique East London space The Laundry, chosen for its no frills warehouse environment, DIY’s tour buddies were joined by some of the hottest new bands around Jaws, Telegram, Deers, Spring King, Blessa, Menace Beach, Bloody Knees and Palace, and over 500 of their fans.

The campaign creative was developed by DIY to give it a unique identity that could be marketed cross-platform. Following on from an extensive ticketing campaign, PledgeMusic party goers were handed free Pledge/DIY branded tote bags with the full line-up limited edition poster ‘zines, as well as the DIY November edition hot off the press.

During the event content was curated live with each of the bands and posted out to DIY’s 200,000+ social media following.