Goals
- Increase local brand awareness
- Build authentic relationship between the brand and opinion-leaders from German music industry
- Position the brand and product within music culture
Approach
- Created conference as a brand activation concept
- Selected and worked with opinion leaders from the German music industry & opinion-leaders from LGBTQ+ community
- Produced and executed brand event incl. content production and community management
Results
- Made the brand’s values visible and positioned them in their wanted (sub)cultures
- Problem-solving conference with culture and industry deep dive
- Created emotional bond between the target audience and the brand
„Advocating for safer spaces: +233c and Dr. Martens collaborate for impactful COME.UNITY conference“
Summary
+233c and Dr. Martens joined forces to support the COME.UNITY conference, advocating for safer spaces in the music industry.
We created a conference as a brand activation concept and collaborated with well-known artists from the German music industry & opinion leaders from the LGBTQAI+ community to create an impactful conference event
We invited influential opinion leaders from our network in collaboration with the speakers. This insightful discussion brought together musicians, emerging artists, labels, agencies, festivals, and event organizers to explore the importance of safer spaces. Shari Who moderated the panel that featured speakers including Serious Klein, King LX, Liz Somer, and Terry Miller.
During the panel, speakers shared their experiences and emphasized the need for allies and people in leadership positions to create secure environments for marginalized groups. The problem-solving discussion included topics like the freedom of expression for artists, the role of labels and agencies in fostering safer working conditions, and the importance of inclusive language—the COME.UNITY conference served as a platform to promote a better understanding of the privileges held by those unaffected by marginalized experiences and action towards safer spaces in the music industry, ensuring inclusivity and equality.
