The client 

20Hz is a not-for-profit livestreaming service, bringing fans and artists together through a platform dedicated to supporting the music industry. Their community is based on interaction, togetherness, and that love of how music makes us feel.

The brief

March 2020, lockdown hits the UK and the creative community jumps online to entertain. Seeing a gap in the market for an ethical livestreaming service, 20Hz was born as a platform dedicated to music, giving artists a new way to get in front of audiences and generate revenue.

The developers behind this initiative needed the consultancy services of an agency with both event and marketing expertise to help them shape their product and launch the platform. With our deep love of music and knowledge of the industry, we ‘jumped in the stream’ and quickly set to work.

The main event

Starting with a blank sheet of paper, we became an extension of this start-up team from development to launch...

We conducted detailed competitor research, identified 20hz’s positioning, and created customer personas for each of their target markets. With this wealth of knowledge, we were able to champion the voice of 20Hz’s audiences, guiding product development and embedding insight into a detailed marketing plan.

The 20Hz brand and tone of voice were next on the agenda, writing copy that resonated with each of their audiences and vocalising 20hz’s values. We worked with an external agency to develop striking artwork that would do justice to the platform and intrigue both artists and fans.

After carefully planning the campaign, we then delivered it, with a heavy focus on social media - from content creation to ads management.

The final stage of the initial awareness phase was the production of the 20Hz live launch. Onboarding upcoming alt-rock band ‘Standing Like Status’ for a livestream at the beloved grassroots venue ‘The Portland’ we delivered a fully produced live show to shout from the rooftops how 20Hz is supporting the industry and what can be achieved through the platform.

The results

• A customer-focused marketing strategy and implementation of the initial first phase, meeting the objective of bringing people to the platform and resulting in further investment and the growth of the 20Hz team.

• Bold branding which embodies 20Hz’s values, sets them apart from competitors and is flexible enough for the internal team to use on a day-to-day basis.

• Development of a strong social media following with engagement from a diverse audience across fans, artists and venues.

• A successful live launch bringing fans to the site, raising money for the band and venue, and generating press coverage about the platform.

It’s been fantastic to work on this project from the very start and witness the 20Hz dream come alive. Events and music make our world - both personally and professionally - so to be part of the expansion of the live music experience and ensuring access to all certainly makes us proud.