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Founded in 2002, Embrace Entertainment Inc. (EMBRACE) has grown to become one of the top young adult-focused music event marketing agencies in North America.
Our influential position as a leader and cultivator of youth culture gives us a direct connection to the 18-34 young adult demographic, an intelligent, very social, and highly influential group immersed in all aspects of culture and technology.
The ongoing dialogue we have with this group spans both the digital and physical landscape, the result of which has allowed us to gain valuable insights into the behavior, passion points, and motivators that drive this highly sought after audience.
Introduction
Music-based marketing solutions targeting the millennial generation
AGENCYOVERVIEWEMBRACE’s business covers multiple facets of the music industry from event promotion & production to venue ownership and artist management. Our deep experience as a premiere event producer and live venue operator enables us to flawlessly execute events on any scale, anywhere in North America ranging from club & theatre level shows to arena shows, multimarket tours, and outdoor festivals.
Venues EMBRACE operates and manages multiple live music venues of its own across Ontario and Quebec which host hundreds of live shows each year and has plans in the works to expand with even more venues in the future. Current venues include: • Toronto
The Danforth Music Hall (1,500 capacity), The Hoxton (700) Coda (500)
• Montreal Le Belmont (500) Fairmount Theatre (550)
• Barrie, ON Roxy Theatre (700)
Events & Festivals The dynamic list of event properties EMBRACE produces across North America draws a growing audience of over a half million people annually. Marquee properties include:
• Austin Party Weekend at SXSW (Austin, TX, 18,000 attendance)
• Bestival (Toronto, 35,000)• Electric Island (Toronto, 30,000+)• Embrace Miami at Winter Music Conference
(Miami, 25,000+)• Full Flex Express Tour (Canada, 90,000)• Mad Decent Block Party (North America, 250,000+)• TIME Festival (Toronto, 10,000)
Artist management 2+2 Management, EMBRACE’s artist management agency, oversee the careers of several top electronic artists and DJs including:• Grandtheft• Harrison• Keys N Krates • Rezz
• Thugli • Shaun Frank• Zeds Dead
EMBRACE lives at the forefront of culture. As an event marketing agency with a pulse on emerging trends, and a two-way dialogue with urban influencers, we are able to help brands access lifestyle movements and credibly engage with this audience where they live and play. Our services include:
Music Strategy
Sponsorship Brand Activation & Event Production
Content Curation & Development
Social Media Engagement
AGENCYServices
For brands looking to connect to the 18-34 audience via the core passion point of live music, EMBRACE should be your agency of choice to not only help build but also execute your music strategy.
Our ability to have credible engagements with this audience makes EMBRACE the best agency partner for any forward-thinking brand seeking to interact with them in ways that fall outside of traditional digital or physical marketing initiatives.
Whether it’s tour or individual concert sponsorships; production of custom branded music event experiences; talent booking consulting, sponsoring a venue or an event series at one of our venues, EMBRACE can leverage our assets, contacts and expertise to provide you with the right solution to give your brand access to the cool only music can provide.
Music StrategyCASE STUDY: TD Music Experience
Working in conjunction with TD Bank and their marketing agency, EMBRACE developed a top-line program concept for a series of custom concert events to support their annual back to school on-campus customer acquisition efforts. EMBRACE oversaw the selection & procurement of top international talent including Steve Aoki, Metric, B.o.B and Girl Talk, as well as producing and overseeing the promotion campaign for the concerts.
CASE STUDY: Fido Rogers at Bestival Toronto
As a major partner of the first ever international edition of the acclaimed UK music festival, Bestival, Rogers used Bestival Toronto (BestivalTO) as a platform to relaunch their Fido mobile phone brand around the theme hash-tagged, #GetCurious. Elements of the programs included presenting “Road to Bestival”, a series of five shows across Canada in Edmonton, Vancouver. Montreal, Ottawa and Halifax promoting BestivalTO and Fido’s involvement featuring artists like Owen Pallett, Keys N Krates and Born Ruffians scheduled to play BestivalTO.
Other elements included creating exclusive video content featuring BestivalTO artist, Keys N Krates for Fido’s #MobileMusicVideo series; preferential, skip-the-line entry access to BestivalTO for Fido mobile subscribers and the #GetCurious Grove, a lounge hangout area onsite at BestivalTO featuring hammocks, beanbag chairs, hanging yurts, games, cell phone charging stations and more.
CASE STUDY: Perrier at Bestival Toronto
Perrier was the water partner for BestivalTO. Their sponsorship program centered on the Perrier Greenhouse, a brand new activation space that debuted at BestivalTO. The 3000 sq. ft. Greenhouse structure featured glass-like panels and grass turf flooring and served as the fourth stage, music area at BestivalTO. Perrier Greenhouse featured a full line-up of DJs playing for a capacity audience of 300 in the fully air conditioned space while brand ambassadors served complimentary Perrier water in a variety of flavors and the full service bar offered special BestivalTO Perrier water-based cocktails for sale.
SponsorshipLooking to add live music sponsorship to your event or experiential marketing strategic plans? EMBRACE’s extensive, North America-wide inventory of tours, festivals and concerts offer a full range of sponsorship scenarios from full-blown Event Title or Presenting rights to on-site activations with consumer engagement & data capture opportunities or unique content capture, hospitality and contesting options plus much, much more.
Click the thumbnail player screenshot to watch Zeds Dead Live at the Honda Civic Garage Party during the 2011 Halifax Pop Explosion (video launches in Vimeo).
brand Activation & Event Production
CASE STUDY: Honda Civic Garage Party
The Honda Civic Garage Party was a five city tour to introduce the newly redesigned Honda Civic model to the influential youth demographic and industry insiders.
EMBRACE worked in conjunction with Honda’s marketing team to develop the event concept, select & procure talent, build the media plan, and market the events.
CASE STUDY: Red Bull Guest House Miami
Billed as an industry oasis, created by and for the industry, for the past three years the Red Bull Guest House has been a hotbed of culture for a select number of invited tastemakers & influencers over the course of Miami Music Week’s five day run.
Featuring rooftop pool parties, after-hours breakfast parties, hair salon, tattoo studio, gifting suite and celebrity dinners, and a custom radio station, the Red Bull Guest House has become the ultimate destination during MMW.
EMBRACE worked directly with Red Bull to create the concept, managed all the production elements and produced all other aspects of the Guest House project from start to finish including contracting the talent and host labels.
EMBRACE has a long history of working with brands to create and implement successful entertainment-based marketing strategies. This includes working on creative development, marketing planning, event execution for internal private events or consumer-facing product & media launches and multi-market tours.
CASE STUDY: Mad Decent Block Party
As part of their on-site activation at Mad Decent Block Party, athletic lifestyle apparel & footwear brand, PUMA populated their social media channels with branded user-generated photos, including some by actual artists performing on the tour (see DJ Sega above), taken in the ‘PUMA Social Truck’ photo booth. They also presented the official Block Party mixtape which premiered on the leading music & culture lifestyle portal, TheFader.com.
Lifestyle designer headphone manufacturer, Urbanears was the presenting sponsor of the official Block Party recap video. Click the Urbanears thumbnail player above to watch ‘Urbanears Presents: The Mad Decent Block Party’ (video launches in YouTube).
With over a decade of experience working alongside artists and agents through our concert promotion work, EMBRACE’s ability to leverage those artist relationships to negotiate contract terms that allow for the development of content for brand marketing use is second to no other agency. Content creation possibilities include live performance capture & streaming, archival content rights, custom compositions, music licensing and sonic branding such as mixtapes, exclusive music and video content. The following are examples of unique content creation from the EMBRACE-produced, North America-wide summer touring property, Mad Decent Block Party.
Red Bull Energy Drink was given access to record live performance and DJ sets from top electronic, DJ and hip-hop talent performing at Mad Decent Block Party shows to create on-demand streaming content for their RBMA Radio website.
Electronics manufacturer, iHome presented the first official Block Party mixtape which was premiered on Thump, an electronic music site in the VICE media network, and then seeded to top music blogs and websites.
content creation & development
CASE STUDY: Moosehead Brewery
Moosehead wanted to re-approach their involvement in Toronto, Canada music festival, NXNE to give it a more premium look and feel without straying from their brand promise.
EMBRACE developed a program where Moosehead was aligned with independent music, through the concept of music discovery.
The program rolled out first with a national Facebook contest and came to life at Yonge-Dundas Square through the Moosehead Listening Station where promo staff managed contest entries via iPads and distributed premium giveaways throughout NXNE weekend.
Concept, staffing, program management, contest development, and prizing fulfillment was all administered by EMBRACE.
Social Media Engagement
40,000 fans
8,600 followers
3,000 followers
26,000 subscribers
SOCIALMEDIA #’S
As an agency, EMBRACE represents a network of leading youth properties across North America, including Mad Decent Block Party, TIME Festival, Bestival, Austin Party Weekend at SXSW, Electric Island, Skrillex Full Flex Express, Embrace Miami during Miami Music Week, Brooklyn Hip Hop Festival and the A3C Festival. With an in-depth knowledge of the music industry and festival/touring landscape, we can effectively leverage your event marketing assets & resources and match it not only with the right event property but the right campaign idea and audience to deliver against your brand’s social media objectives.
Contact us to learn how your brand can leverage the marketing power of live music.EMBRACE ENTERTAINMENT Inc.
ADAM [email protected] 416.323.2745F 416.925.7560C 416.509.5667
IAN [email protected] 416.323.2759F 416.925.7560C 647.462.6902
embracepresents.com
@EmbracePresents
With well over a decade of history working to connect brands with unique music event experiences, EMBRACE has an extensive background working with brands across a wide variety of industries including:
• Automotive• Beer & Alcohol• Digital & Media• Electronics & Gaming• Financial & Banking• Footwear & Apparel• Home Audio & Headphones
