SOLUTION:We focused on reaching opinion leaders in the target audience and created ‘The Mill’. The Physical Experience: ‘The Mill’ was a series of unique, free music gigs, take-overs of venues in Edinburgh and Glasgow. These gigs showcased emerging Scottish bands and took place weekly.The Extended Experience: The bands had the unique opportunity to be properly promoted and properly recorded. Downloads of the recordings were made available shortly after the gigs.

SUCCESS:121 new bands gigged every year, up to 450 mobile tickets distributed every week, 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.