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 focused on generating high quality pieces of coverage rather than quantity, getting the message out there that the town has a lot to shout about. The project tied in with the Council’s ambitious plans to make Huddersfield a global destination for music by 2023 in partnership with Sound Diplomacy and the Leeds City Region Enterprise Partnership.

APPROACH

Working with local organisations we identified stories that encapsulate Huddersfield’s music. Interviewing people and carving out their stories 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, highlighted 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. We celebrated 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.

Mini campaigns also highlighted how the Huddersfield music community has come together to help the town get the recognition it deserves when it comes to music, as well as support creative talent.

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, Living North and the Huddersfield Examiner, with more in the pipeline.

As part of the campaign, videos were also created to showcase the coming together of the town’s music festivals to form a voluntary group that will – for the first time ever – team up to put musical experiences on the map for the district.

A small video project was also created to showcase Temporary Contemporary, which utilises vacant space within Queensgate Market to provide a platform for students, lecturers, local artists and creative businesses to showcase their creative talents.

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

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