INDIE WEEK 2011
SPONSORSHIP
OPPORTUNITY
The Music Industry
Renewed Partnership
 In 2010, Jack Daniel’s participated in the celebration of the spirit of
independent music that takes place annually at clubs across Toronto
featuring over 600 artists, performing in16 venues, over 5 days…
“Indie Week”.
 2011 presents an opportunity to further integrate Jack Daniel’s brand
activation and the JD experience into the various events throughout Indie
Week
 As Indie Week continues to evolve, we continue to work with our
partners to better serve their business objectives and provide added
value for our audience.
 We look forward to Jack Daniel’s being a part of Indie Week 2011.
The Music Industry
Brand Activation
 JD’s on-site brand activation last year was highly visible at the
licensees for attendees at the events
 Event signage, merchandise and experiential activities generated
brand awareness with the event to a highly targeted audience
 Given a longer lead time this year, we are in a good position to plan
ahead to optimize JD marketing initiatives with Indie Week
promotional campaigns at licensees, LCBO, media, social,
interactive and experiential to escalate brand involvement and
create an immersive brand experience
 The following recaps some of the on-site exploitation last year and
provides a base on which to build a new fully integrated plan for this
years’ Indie Week festival
Demographics + Stats
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4,000+ Attendees
658 Performers
163 Acts
12,000+ Website Hits in
the month of October
• 19,956 online friends
through Facebook,
Twitter, Myspace
• 163,000+ Online reach
through bands, fans,
friends
• 109 Music Industry
Judges
• 21 – 45 age demographic
• 79 Media Attendees
• 50+ Volunteers
• 40 Shows 5 Days
• 16 Venues
• 9 Countries Represented
Jack Daniel’s presenting sponsor
INDIE WEEK 2010
Brand Activation @ INDIE WEEK 2010
• Indie Week Performer /
VIP / Media Passes
• Venue Banners
• Indie Week Sponsor
Banners
• Program Cover Ad
• Media Wall
• Festival Feature Drink
16 venues
• Indie Week Finals VIP
sponsors
• Indie Week Wristbands
• VIP Bags
• Tent Cards
Marketing Samples
Street / Venue Posters /
Flyers
NOW MAGAZINE
Full Page Ad
Program Ad – Full Page
Tent Cards
VIP / Performer / Media
Passes
Indie Week Online
Facebook – Live uploads during event
Blogs (MuchMusic.com) / Music Sites
IndieWeek.com – 12,800+ visitors in 1 month.
#1 on Google
Twitter
Participating Countries
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Canada
Greece
US
Australia
Poland
Ireland
Sweden
Switzerland
Japan
Media Outlets
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Breakfast TV
Canada AM
Much Music
CHOQ FM
CIUT Radio
XM Radio
NOW Magazine
ExploreMusic.com – Alan Cross
Canadian Musician Magazine
IndieCan Podcast / XM Radio
Humber College
Ryerson Press
Travis Magazine
ChartAttack.com
MusicVice.com
TorontoMusicScene.com
BlogTO.com
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IndieCan Podcast / XM Radio
Humber College
Ryerson Press
MusicVice.com
TorontoMusicScene.com
BlogTO.com
CanadianMusicScene.com
Top-40charts.com
Mi2n.com
RocknRollReport.com
IndieMachine.com
LiveinLimbo.com
AudioLust.com
LiveMusicToronto.com
Press Links
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These Electric Lives Win Indie Week 2010 on mi2n
http://mi2n.com/press.php3?press_nb=135322
These Electric Lives on top40-charts.com
http://top40-charts.com/news/Charts-Awards/Indie-Week-Canada-2010-Winners-TheseElectric-Lives/60440.html
INDIE WEEK 2010 on Much Music
http://blog.muchmusic.com/indie-week-toronto-in-review/
Static in The Stars @ Indie Week on Much Music
http://blog.muchmusic.com/static-in-the-stars-play-indie-week-toronto/?pid=2175#ngganchor
Jay Millette (Darlings of Chelsea – Indie Week Winners 2009) on Music Vice
http://www.musicvice.com/interviews/podcast-jay-millette-221010
Music Vice Reviews Indie Week 2010 Wed Oct 13
http://www.musicvice.com/reviews/live/indie-week-2010-wednesday-review-151010
Music Vice Reviews Indie Week 2010 Thurs Oct 14
http://www.musicvice.com/reviews/live/indie-week-2010-thursday-review-171010
Music Vice Reviews Indie Week 2010 Fri Oct 15
http://www.musicvice.com/reviews/live/indie-week-2010-friday-review-181010
Music Vice Reviews Indie Week 2010 Fri Oct 15 – Part 2
http://www.musicvice.com/reviews/live/indie-week-2010-friday-night-part-2-190810
Music Vice Photos Indie Week Sat Oct 16
http://www.musicvice.com/reviews/live/indie-week-2010-saturday-221010
Music Vice Review Indie Week 2010 FINALS Sun Oct 17
http://www.musicvice.com/reviews/live/indie-week-2010-finals-photos-review-180810
Explore Music with Alan Cross
Indie Week in Toronto: An Update – http://exploremusic.com/press-release/indie-week-intoronto-an-update/
http://ondemand.exploremusic.com/publicms/index/view/
http://exploremusic.com/press-release/indie-week-in-toronto-150-bands-for-15/
Mikey Riot Photography
http://www.mikeyriotphotography.com/
Indie Solo
http://indiesolo.com/forums/forum_posts.asp?TID=218&PN=1
The Rock and Roll Report
Oh Indie Week, How I Love your Music and Wrestling – http://rockandrollreport.com/oh-indieweek-how-i-love-your-music-and-wrestling/
Toronto’s Indie Week 2010 Delivers Ups and Downs – http://rockandrollreport.com/torontosindie-week-2010-delivers-ups-and-downs/
Making All-Important Festival Choices Easier: A Look Ahead –
http://rockandrollreport.com/making-all-important-festival-choices-easier-a-look-ahead-atindie-week-2010-october-13-17/
The Indie Machine
These Electric Lives – http://www.theindiemachine.com/2010/11/02/these-electric-lives-wiredepisode-31-indie-week/
L.Stadt – http://www.theindiemachine.com/2010/10/31/l-stadt-wired-episode-30-indie-week/
Dinosaur Dinosaur – http://www.theindiemachine.com/2010/10/28/dinosaur-dinosaur-wiredepisode-29-indie-music-week/
Live in Limbo – Indie Week 2010
Part 1 –
http://www.liveinlimbo.com/index.php?option=com_content&view=article&id=425:indie-week2010-part-one&catid=50:music&Itemid=59
Part 2 – The Finals –
http://www.liveinlimbo.com/index.php?option=com_content&view=article&id=426%3Aindieweek-2010-part-two-the-finals&catid=50%3Amusic&Itemid=59
Run With The Kittens in The Canadian Music Scene
http://www.thecanadianmusicscene.com/runwiththekittens_14oct2010.html
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GSM Beats covers Indie Week 2010
http://www.gsmbeats.com/reviews/reviews-indieweek-2010-131010.html
Gwen Bryson’s Photoblog – love the pic of all of the photographers
http://www.gbphotoblog.com/2010/10/indie-week-launch-at-hideout.html
CHARTattack gives a shout out to These Electric Lives
http://www.chartattack.com/news/2010/oct/21/i-read-the-news-today-for-oct-21-2010
Steve Denyer (Indie Week Judge) Starting Industry Showcases on InsideHalton.com
http://www.insidehalton.com/opinion/columns/article/891819–wading-in-to-burlington-stalent-pool
Alt Sounds.com
http://hangout.altsounds.com/news/122151-indie-week-s-biggest-year-yet-and-unbelievablyaffordable.html
Audio Lust - And The Winner Is…
http://www.audiolust.ca/post/1341753196
Audio Lust – Indie Week 2010 Launch at The Hideout
part 1 – http://www.audiolust.ca/post/1314035994
part 2 – http://www.audiolust.ca/post/1314061119
part 3 at The Bovine – http://www.audiolust.ca/post/1314079961
part 4 – http://www.audiolust.ca/post/1314104497
Audio Lust – Indie Week: Night 1
part 1 – http://www.audiolust.ca/post/1319712389
part 2 – http://www.audiolust.ca/post/1319720644
Audio Lust – Indie Week Continues… Night 2
part 1 – http://www.audiolust.ca/post/1327807342
part 2 – http://www.audiolust.ca/post/1327817478
Audio Lust - Indie Week: Night 3
At the Bovine – http://www.audiolust.ca/post/1338068774
Japan Showcase – http://www.audiolust.ca/post/1338045866
Choq-FM 105.1 – Indie Week de Toronto
http://choqfm.ca/reportages/?type=3#355
Live Music Toronto – Indie Week 2010 Roundup
http://www.livemusicto.com/1/post/2010/10/indie-week-2010-roundup.html
Venus Zine
http://www.venuszine.com/articles/music/7868/Neither_married_nor_from_Berlin_the_Berlin_
Brides_honeymoon_with_receptive_North_American_audiences
Travis Magazine
http://travismagazine.wordpress.com/2010/10/19/indie-week-festival-day-1/
Freeze Frame
http://ferdinando-armeni.blogspot.com/2010/10/indie-week-friday-night-at-velvet.html
What People are Saying
“For a music junkie like myself, something like Indie
Week doesn’t come along very often – and when it
does, I inherit total kid-in-a-candy-store syndrome.” –
Much Music Blog
“As an unsigned band we hoped that Indie Week
would help get us more exposure and it delivered that
in spades!”
– These Electric Lives
“Sponsors Jack Daniel's and Pabst Blue Ribbon also
added fun to the festival, along with scores of media
and industry hobnobbing with artists and fans.”
– SNAP (www.snapdowntowntoronto.com)
“This was by far the most memorable and most fun
Toronto music fest I’ve been to in a while.”
– The Rock and Roll Report
“Although the scope of artists is vast, and the oodles
of brew (oops we mean Jack) is a nice addition, one of
the main attractions for bands continues to be the
battle..”
– www.livemusicto.com
“HUGE exposure for our band. Dramatic increase in
website hits.” – The Adult Film Industry
“We highly recommend this festival and it’s only going
to keep getting bigger and better.”
– Static in the Stars
“I fully plan on going back to this event next year to
experience what REAL new music has to offer, thanks
to all of you who planned this event. ”
– ferdinando-armeni.blogspot.com
Event Outcomes
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2010 was the festival’s biggest year to date
Attendance grew by 100%
Higher profile music industry participants : EMI publishing, Universal publishing, Sony A&R,
Universal A&R, Death Row Records, Last Gang Records, etc….in total over 120 participants
Multiple venues at capacity crowds
Jack Daniel’s brand associated with a cool indie festival increasing awareness of the brand amongst
indie music hipsters and trend setters
Record bar sales nights for some venues (Underground Garage $12,000 on Sat Oct 16)
757 paying attendees not including registration and wristbands, passed through the Hideout
(capacity 250) in 4 days
Recognized by City Hall as an event of municipal significance
Multiple venues with 4a.m. late liquor license
Introduced more “events within an event” : Australian Showcase, Japan Showcase, East Coast
Showcase making for higher profile and additional exclusive promotion opportunities
Established new media, industry and sponsorship connections for 2011
Indie Week 2010 Top Act
These Electric Lives
INDIE WEEK is different from other festivals by having industry judges at artist showcases. As a
result 1 band is selected as top act and INDIE WEEK brings them to Ireland to headline INDIE
WEEK IRELAND. This is a huge opportunity for a band to be exposed to international markets as
well as having increased exposure through media.
For acts that are not selected – this also gives an opportunity to perform in front of industry and
possibly build career-changing relationships as their judges may be an A & R rep from a record
label, a Juno-award winning producer, and a top-40 songwriter..
Goals for 2011
• Increased media exposure
• Integrated marketing, promotional and
advertising campaign
• Increase attendance by 25%
• National marketing outreach
• Partner with additional International music
festivals
• Increase star status with a headlining act
• Add more music industry specific events
• Pre-festival events
Next Steps for 2011
• Renewed partnership – Jack Daniel’s Title
Sponsor of Indie Week 2011
• Brand Marketing & Advertising Planning
• Licensee / Venue Planning
• Media Planning
• Activation Plan
• Event