In the summer of 2020 during the global pandemic, Little Red Rooster had to think creatively of ways to engage with press stuck at home with classical music streaming service Primephonic. We knew a captive press audience were chomping at the bit for interesting virtual activities and so we decided to execute two VIP media events.

We quickly set to work, devising two distinctly different press events to target specific media verticals. The first, organised for July, would be used to engage with consumer lifestyle, technology and national shopping writers. It would be hosted by Primephonic’s head of curation Guy Jones who would give attendees a crash course in the genre whilst explaining the mission and features of the classical streaming service. The second, taking place in August, would be a more intimate roundtable event hosted by Forbes contributor Oisin Lunny who would guide a discussion on how classical needs to evolve digitally plus how the genre has faired during the global pandemic. Music industry experts from Aksons, Signum and the Association of British Orchestras would join Primephonic CEO Thomas Steffens on the discussion panel.

We drew up separate target media lists of contacts we knew we could convert into stellar press coverage post-event and quickly rattled through calling journalists to confirm attendance. In addition, we organised gourmet food / drink hampers for each guest to enjoy during the events and to encourage attendance.

The result was music to our ears! 23 VIP journalists attended across both events from the likes of Metro, WIRED, Financial Times, Country Life, BBC Radio 3, Daily Telegraph and The Observer.

The virtual events helped us amplify Primephonic’s voice as a music industry thought leader and a brand that journalists would return to for interviews / expert comment for the rest of 2020. Stardust extended features appeared in the likes of The Sunday Times Culture and Country Life, as well as a comprehensive live interview on BBC Radio 3.