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    Hennessy Artistry & The FADER Present:: GEN F Canada

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    dscheenaard
    Fader

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    © All Rights Reserved
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    Hennessy Artistry & The FADER Present:: GEN F Canada

    Uploaded by

    dscheenaard
    71 views22 pages
    Fader

    Original Title

    Hennessy v6b

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    71 views22 pages

    Hennessy Artistry & The FADER Present:: GEN F Canada

    Uploaded by

    dscheenaard
    Fader

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 22

    Hennessy Artistry &

    The FADER Present:


    GEN F Canada

    The ideas, presentation and creative concepts presented within are offered solely for the purposes of engaging
    future business activities and remain the intellectual property of The Fader, Inc. The content provided may not
    be reproduced, copied or used in any form or by any means without express prior written authorization.
    The Hennessy Agenda

    *Continuing to build all Hennessy Artistry messaging


    around the common theme of the Art of Blending

    *Community engagement amongst artists, tastemakers


    and new and existing Hennessy brand fans surrounding
    the identification of the brightest up-and-coming
    musicians in Canada

    CONFIDENTIAL 2016 THE FADER, INC.


    The Taste Making
    Power of The FADER

    Renowned for
    Discovering and championing emerging
    music and the lifestyle that surrounds it

    Defined by
    In-depth reporting and authenticity across
    a genre-defying breadth of music and style

    Wanted for
    Access to and authority on whats next, from
    the fringes of the mainstream to the heart of
    the underground

    CONFIDENTIAL 2016 THE FADER, INC.


    FADER, they were I met them when they FADER is the
    the first people put me on the cover most forward
    in 2002. Theyre all
    ingenious enough about discovery. Once thinking music
    to give me a cover. they get on an artist, publication.
    they really go all out to
    support them.

    - Kanye West June 2009 - Pharrell June 2009 - Drake March 2015
    The Goals + KPIs

    Engagement
    - The core KPI for this program will be the amount of
    engagement that is generated amongst fans.

    Specifically:
    - # of total video views
    - # of likes/comments across both Facebook and Youtube

    *Paid Media Impressions


    870,000+ impressions across desktop and mobile

    *Click-through / CTR
    - As an extension of media impressions delivered,
    traditional metrics including total clicks and CTR
    on banner advertising will be measured

    CONFIDENTIAL 2016 THE FADER, INC.


    Our Solution

    Leveraging The FADERs long history of authenticity and being


    at the forefront of new music discovery, we would like to highlight
    Hennessys Artistry series by tapping Hennessy as the presenting
    sponsor for the launch of The FADERs GEN F Canada.

    GEN F Canada will be The FADERs definitive look at whos next in


    the Canadian music scene and Hennessy Artistry and The FADER
    present: GEN F Canada will mark the launch of the series. After
    being posted, all articles will continue to live on TheFADER.com/
    Artistry hub.

    For each month of the campaign (July / August / September), The


    FADER would like to go beyond traditional GEN F editorial and create
    unique music videos for each GEN F artist (3 separate music videos
    in total). In the past, weve created music videos for marquee artists
    such as Migos, Popcaan and Future and by hosting these videos on
    The FADERs Youtube channel, we will be offering amazing exposure
    to each of the artists who are profiled a true boost to their career
    and testament to Hennessys support of emerging talent.

    All of the above will be amplified by a co-branded media campaign


    offering an incredible SOV on TheFADER.com during one of the
    most desirable editorial seasons including Canadian-based editorial
    focusing on festivals such as OVO Fest.

    Finally, after highlighting three of the countrys brightest talents, one of


    them will be tapped by The FADER as one to watch at an upcoming
    Hennessy Artistry event.

    CONFIDENTIAL 2016 THE FADER, INC.


    GEN F
    GEN F Overview

    The FADER is known for discovering and promoting


    the biggest names in music before they are stars, and
    highlighting those up-and-comers in a feature called GEN F.

    Former GEN F artists have included Sam Smith, Omi,


    Dej Loaf, Alessia Cara, Rich Homie Quan & Kehlani.

    HENNESSY ARTISTRY will present the launch of GEN F


    CANADA, the Canadian branch of the series, debuting on
    TheFADER.com with a unique music video for each of the
    chosen acts.

    CONFIDENTIAL 2016 THE FADER, INC.


    GEN F Overview

    Tapping into our extensive network, The FADER will


    create music videos featuring the best of up-and-coming
    Canadian talent.

    HENNESSY ARTISTRY will be the presenting and


    launch partner for this first-to-market opportunity.

    CONFIDENTIAL 2016 THE FADER, INC.


    TALENT RECOMMENDATIONS
    GEN F Canada
    Ta l e n t E x a m p l e s

    Sean Leon Lido Pimienta Weaves


    Rapper / MC Singer / Songwriter Musicians / Band
    To r o n t o To r o n t o To r o n t o

    5K likes 6.6K likes 4.2K likes


    /SEANixxi /Lido.Pimienta.Musica /weavesmusic

    14K followers 6K followers 1.6K followers


    /seanleon /LidoPimienta /Weeaves

    3.9K followers 2.6K followers 1.1K followers


    /mattseanleon /lidopimienta /jazzyweaves

    CONFIDENTIAL 2016 THE FADER, INC.


    GEN F Canada
    Ta l e n t E x a m p l e s

    Naadei Pet Sun Jayda G


    Singer / Songwriter Musicians / Band Producer / DJ
    Montreal To r o n t o To r o n t o

    1.1K likes 1.5K likes 1.3K likes


    /naadeiliones /petsunrocknroll /jaydagmusic

    1.7K followers 500 followers


    /naadeiliones /PetSunRocknRoll

    3.2K followers 500 followers


    /naadeiliones /petsunrocknroll

    CONFIDENTIAL 2016 THE FADER, INC.


    Amplification

    - Co-branded ad units will drive users to


    TheFADER.com/Artistry hub

    - Strong SOV throughout the entire campaign


    *July Approx. 50%
    *August Approx. 50%
    *September Approx. 25%
    *November - 50% SOV
    (two week flight prior to the event)

    - Not only will Hennessy own the majority of media space


    on TheFADER.com in Canada during this time, this
    ownership comes during peak festival season with
    Canadian-based Fader editorial driving more traffic than
    ever before (coverage of OVO Fest etc).

    CONFIDENTIAL 2016 THE FADER, INC.


    Amplification

    - Hennessy brand ads will live on GEN F editorial pages

    - Hennessy brand ads will live on GEN F Canada hub


    which aggregates all articles

    CONFIDENTIAL 2016 THE FADER, INC.


    Amplification

    TheFADER.com newsletter takeover with co-branded


    advertising each time a GEN F Canada editorial piece
    is published

    CONFIDENTIAL 2016 THE FADER, INC.


    Amplification

    - Each GEN F Canada article will be socialized by


    The FADER across both Facebook and Twitter

    - 3 Editorial posts featuring 3 separate GEN F artists


    * Each post comes with 1 Facebook post and 1 Twitter post

    Additional social:
    *Each feature will receive 1 additional Facebook post + 1
    additional Twitter post

    Totals:
    3 Editorial Posts
    6 Facebook posts
    6 Twitter posts

    CONFIDENTIAL 2016 THE FADER, INC.


    Summary + Costs

    + (3) GEN F Canada music videos


    + Brand ads on FADER.com
    + Co-branded ads on FADER.com
    + Multi-social platform posts
    + Talent booking & management

    Total Program: $109,500


    THE APPENDIX
    The FADER Reach

    275K+ 356K+ 222K+ 17K+


    fans followers followers followers

    183K+ 230K+ 801K+ 12K+


    subscribers followers likes followers

    Total Social Reach

    2 Million+
    In 2015, The FORT garnered over 228 million social media impressions

    CONFIDENTIAL 2016 THE FADER, INC.


    +237%
    Explosive
    Growth

    u niq u e visitors to T H E FA D E R . com


    2014 - 2015

    2M UV +66%
    CURRENT TRAFFIC User growth
    t h e FA D E R . c o m January 2015 - Present

    S o u rce : com S core , O ctober 2 0 1 5


    +1,137%
    Blowing
    Up
    FA D E R V I D E O V I E W S
    2014 - 2015

    87.7M
    FA D E R V I D E O V I E W S
    +300%
    FA D E R Y O U T U B E S U B S C R U B E R S
    2015 January 2015 - Present

    S o u rce : G oogle A nalytics


    Thank You.

    The ideas, presentation and creative concepts presented within are offered solely for the purposes of engaging future
    business activities and remain the intellectual property of The Fader, Inc. The content provided may not be reproduced,
    copied or used in any form or by any means without express prior written authorization.

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