Clash Music Group
Client Director at Clash Music Group
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Working with the Strategy & Planning Director and the PR and Affiliates teams at HTC, we recently completed a global content deal with one of the worlds leading handset manufacturers HTC. This deal will see the global reach of the Clash brand increase by being present on every HTC handsets across the globe. I brokered the deal for the Global media brand Clash to be present on HTC's content platform 'Blinkfeed'.
With more than 10,000 news feeds per-day, available in 16 different languages, Blinkfeed delivers fresh content, and gives you the choice to select content you want from our featured partners. We’ve created an ecosystem with global and local content, and will continue to add more partners in the future.
By selecting content from a featured partner, or through categories geared towards your specific interests, you will get fresh information every time you glance at your new HTC One.
AllSaints Increase Brand Awareness With Music content
What was the Challenge / Background of the Campaign?
The challenge was to create engaging pieces of content with an international band for the launch of AllSaints Films. We had to research the Nashville scene to unravel a narrative of the emergence of the rock and roll scene from a city renowned for its country roots.
What was the Campaign Objective?
The aim of the campaign was to raise awareness of AllSaints endeavour into films, by creating engaging content that was reflective of the brands ethos.
What was the Solution?
Clash was able to align the AllSaints brand with the Nashville music scene, using our connections within the music world to film the Kings of Leon wearing the brand throughout. The advertising is subtle and implicit, maintaining the cool status of AllSaints. The Earlham Road store was transformed into a screening room incorporating Nashville theatre seating, as well as online. Our full campaign approach included: Social Media Management, Artist Liaison, Filming, Concept Creation, Competition Management, Festival Liaison with SXSW and Event Management.
What were the Results?
"It was a pleasure working with the Clash team who pulled together an amazing project with the Kings Of Leon, one of the worlds biggest bands. To launch our AllSaints Films series. To be able to work with a band of such magnitude and have them appear in an AllSaints Film would not have happened without Clash's hard work and contacts." Sophie Hall VIP Relations Manager, AllSaints.
What were the Key Learnings of this Campaign?
We were able to create a beautifully filmed short that introduced new bands whilst promoting the brand. The aesthetic of AllSaints fit perfectly with the image of the musicians which gave the feel of a very organic collaboration. The film has received press globally and across the board from institutions, with a massive global reach of over 300 million impressions.
Global eyewear and uber fashionable brand Cutler & Gross approached Clash Music with the brief to create a pop up experience at their flagship store, they wanted to create a music based intimate party for VIP guests and expressed a desire for Clash to curate the evening, it was important that the brand was seen to be collaborating with the Clash brand so as to engage the appropriate audience of young, affluent fashionistas and authentic music fans.
The artist booking team at Clash set about seeking a relevant artist to headline the event whilst the live and film divisions set about creating an intimate pop-up experience, the commercial teams set about finding brand partners to support the event with drinks and refreshments etc.
In the spirit of the days when Tony Gross would grace the shop floor we created an event at the Cuter & Gross Vintage store which is a source of inspiration for international designers, architects and eyewear enthusiasts that celebrated London Fashion Week and a collaboration with Clash Magazine, we brought along world renowned DJ Kindness and created an exclusive fashion and music event.
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