Futuresonic is an electronic music festival showcasing underground world class talent. My role was to generate a portfolio of sponsors including cash investors, supporters in kind and media partnerships. The strategy involved finding a main sponsor and series of supporting sponsors who would appeal to the core niche audience but also attract a wider audience to the festival.
With a limited festival budget, sponsors were needed to establish the event and enhance the festival experience. Media partners were required to increase the profile and endorse the festival as a leading international event through advertising. A number of competing national glossy magazines came on board including The Face, DJ magazine, Dazed and Confused and The Wire. The integrity of the brands and appropriateness of their music policy was a key factor for Futuresonic associations.
At the time Lever Faberge were testing a new grooming product targeted at men aged 18 – 24. The synergy with Futuresonic was that they were reaching their target group through an online music competition to unearth new talent. The Lynx White Label sponsorship deal was managed through Freud Communications. Product and pr support in kind to support the cash investment was valued at a further £10000.
This sponsorship is a prime example of a company successfully reaching an event’s niche audience.
Futuresonic discovered the ins and outs of working closely with high level sponsors and still benefit today from this knowledge. One of the supporting sponsors, clothing brand Aem’Kei, took the place of Lynx White label and went on to increase its cash investment in Futuresonic.
Cash sponsors £12000
In kind Sponsorship £40000
