SHOWCASING MUSICAL DIVERSITY


Client: Creative Economy Team, Kirklees Council Info: Case study campaign

BRIEF

While the spotlight was on Huddersfield on a national and international level, with its football club entering the Premier League, the Creative Economy Team, Kirklees Council, working with  partners in the Music Development Group, wanted to lever the opportunity to showcase and celebrate the town’s musical diversity and its world class music on the global stage.

Focusing on celebrating community, diversity and talent progression, we were tasked with unearthing ‘stories’ behind Huddersfield’s music, of how it has shaped the lives of people in Huddersfield – from ukuleles, venues, indie recording studios, sound systems, gospel singing to community groups supporting people with mental health issues.

The campaign focuses on generating high quality pieces of coverage rather than quantity, getting the message out there that Huddersfield doesn’t always get the recognition it deserves, but the town has a lot to shout about.

APPROACH

Working with local organisations, we have been identifying stories that encapsulate Huddersfield’s music. Interviewing people and carving out their stories has enabled us to source ‘natural’ homes across, local, regional and national platforms.

Cultures such as sound systems and bhangra, that have a strong heritage in the town, have been highlighting Huddersfield’s diverse ethnicity.

Emerging performers from the town have been supporting Huddersfield’s campaign as a platform for launching music careers, having generated some of the world’s leading musical talent, including internationally renowned composers, musicians and singers and creating world class musicians of the future.

Music has been bringing together communities in the Pennine town for many years. Our focus to date has concentrated on new communities that are being created with the launch of initiatives that support vulnerable groups and minorities, from people seeking respite for mental health issues to women breaking glass ceilings in music technology.

RESULTS

Having built a bank of inspiring and interesting stories, the campaign has built momentum generating a number of key pieces of coverage, including, BBC Radio Leeds, ITV Calendar News, Yorkshire Life, On:Yorkshire, Arts Industry and the Huddersfield Examiner, with more in the pipeline.

People have been celebrating and shouting out about how great Huddersfield’s music is, with musicians approaching us to be a part of the campaign.

Huddersfield’s music scene is incredible – make sure you check it out!

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