PARTNERSHIP PITCH May, 2012 - Boiler Room

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PARTNERSHIP PITCH
May, 2012

FROM A WAREHOUSE BOILER
ROOM WITH A WEBCAM

TO THE WORLD’S LEADING
UNDERGROUND MUSIC SHOW
DJs and bands are live broadcast from secret locations
worldwide. Evolving from the UK's rich pirate radio heritage,
we provide the definitive showcase of new music globally.

AN INSTANT MUSIC
DISCOVERY PLATFORM
Our footloose and live video format allows us to
expose emerging music before anyone else.
A format that gives us instant authentic access.
A format that audiences and artists truly engage with.

MASS
ONLINE
EVENTS
NICHE
OFFLINE
PARTIES
NICHE
OFFLINE
PARTIES
Low budget streaming services allow us to transform
niche offline gatherings into global online events.

SAME FORMAT, HUGE GROWTH

LEADING THE PACK
_ 1.6m+ monthly audience
_ 200+ live events
_ 400+ hrs of archive footage (all exclusive content)
_ 500+ featured artists

UNRIVALLED SUPPORT FROM
THE MUSIC PRESS & ARTISTS
I-D MAGAZINE
‘Boiler Room has become the
focus of music bloggers as
well as broadcast DJs and
performers’
RESIDENT ADVISOR
‘Since its inception in March
2010, Boiler Room has had a
list of guests that reads like a
who’s who of dance music.’
DUMMY MAGAZINE
‘Music Businesses Of The
Year, one of the most
important broadcasters in
underground music.’
TIMEOUT
‘The biggest nightlife success
of the past year, Boiler
Room blurs the line between
an online club and a radio
show.’

Live shows attract:
WE’VE BUILT A LOYAL
_ 100k+ chat messages
ONLINE FOLLOWING
_ 45k+ Facebook/Twitter shares
_ 120k+ live views
_ 4.5m+ video views

A GLOBAL AUDIENCE OF
YOUNG MUSIC LOVERS

A VIBRANT STREAM
OF DAILY CONTENT

AS WE EXPAND AROUND THE
WORLD SO DOES OUR AUDIENCE
Last year we built everything around one weekly show
in London. Our audience increased 2-3x with the
launch of each regular international show since then.
After launching a monthly show in Berlin 6 months
ago, our audience quadrupled.
Over the next 6 weeks we launch a fortnightly show in
LA and NYC, giving us a weekly US Boiler Room...

WE’RE NOW SETUP TO DO MORE
In March 2012 we set up a permanent production studio, giving
us complete quality control and flexibility with scheduling.
Regular new global shows will increase content, and audiences.
Our activity and audience is currently 4x what it was over 2011,
and is projected to be 10x that by 2013.
We are the go-to platform for credible festivals, private events,
and record labels.

BOILER ROOM REEL

THE BOILER ROOM PLATFORM

BOILER ROOM DRIVES
UNDERGROUND MUSIC
Boiler Room plays a vital role & fuels the zeitgeist for
underground music.
We add value to existing music scenes, and amplify
them around the world.
And we make premium video content about all of this.

NOBODY OWNS UNDERGROUND
OR LIVE MUSIC ONLINE
With a globally connected audience online,
underground music has mass appeal.
YouTube has a large fragmented and un-catered for
underground music audience that end up with audio
rips and poorly-shot footage...
YouTube should nurture this community, add value to
it and support it.

THE BOILER ROOM YOUTUBE
CHANNEL CAN OWN UNDERGROUND
AND LIVE MUSIC ONLINE
Together we can create the most popular and powerful
new music discovery platform in the world.
Let’s change underground music culture forever.

CHANNEL OVERVIEW

OVERVIEW:
Boiler Room on YouTube is to be the first truly
comprehensive new music platform in the world.
Our format is proven, now we’re going to run with it.
OUR IDEALS:
Boiler Room is built on those special moments
captured through live / one-take recordings, behind the
scenes access. It’s about the talent, the setting, the
location, and on community with a shared sensibility.

SAMPLE PROGRAMMING:

1. SOUND TRAVELS
Boiler Room has succeeded overseas because the
fundamentals of it's concept are applicable to music
scenes around the globe.

This global music exploration series aims to dig
further into music scenes we all know little about,
guided by musical heroes, and applying our concept to
whatever we find there.
This could mean taking Carl Craig to South Africa to
jam with local musicians and capturing their musical
directions overlapping.
The adventure would be punctuated throughout with
live on location broadcasts and followed up with
recorded footage, completing the story.

2. ONETAKE
This show reveals you the life of a home producer,
capturing that individuality with a one-take video.

It's about seeing people's synth collections, their
selection of studio snacks and maybe catching a jam
from them in the process with a live, 1 take only
video.
These DIY studios made out of whatever equipment
artists can afford, with the added tribulations of driving
their neighbours completely insane because they just
can't seem to get that snare right - makes these places
as individual as an artist's sound itself.
Watch this.

3. RIPS
This is a fast moving series which captures all the
exclusives played at our shows, but officially.

Artists see Boiler Room as a testing ground for new
tracks, and in many cases will produce music
specifically to play on the show.
People rip the audio, upload to youtube and within a
day it's got 50,000+ views. "Out to the YouTube
rippers" is the stock phrase of radio MCs, it's a
phenomena that's entering the vocabulary of dance
music.
Boiler Room ‘RIPS’ will revolutionise the troll nature
of this phenomena, by releasing the segment officially,
before anyone else, and alongside the original video
from our stream.

4. SOUNDCHECK
This show sets out to cultivate that conversation...

Whether it's artists drooling over a vintage Roland-808
or being offended by the new midi capabilities of the
latest MPC.
Music equipment is a personal thing, and people can
discuss headphones into the ground. This is something
we see a lot in the room and online during shows when
people are checking what equipment is being used and
they begin to either champion it, or rubbish it.
This show sets out to cultivate that conversation

5. CHAT CHARTING
A total geek out between music heads and the internet.

Our chat room has been a place for exchanging
musical knowledge since day dot. Well, it's used for a
lot of other things too - but when it's at it's best, people
will use it to identify tracks for one another.
This live DJ chart show aims to allow some of the
finest music heads we know compile a chart of their
favourite stuff, new and old, themed or just whatever
they are feeling - and then challenge the chat room to
either identify it amongst one another, or even help
inform the record owner in question.

6. BACK ROOM TWEAKING
Those amazing music moments and meetings that
happen backstage at events around the world.

That moment an act meets one of their musical heroes,
or those last minute tweaks to an midi-controller pre-
performance, a lot of amazing stuff happens backstage.
Capturing behind-closed-door moments is our thing.
Whether it’s before and after performing, an adrenalin
fuelled interview, rehearsing last minute, whatever,
we’ll be there.

WE WILL LEVERAGE OUR PLATFORM
INTO NEW TERRITORIES & CONCEPTS
We will leverage our partnership with YouTube to
bring in new concepts, large-scale opportunities and
special projects.
These events will show huge innovation in the
broadcasting realm, create major traffic spikes, and
bring a wider audience into our community.

TWO OPPORTUNITIES:

1. WAREHOUSE PROJECT
Boiler Room has a dedicated broadcast studio within
the renown 2012 Warehouse Project in Manchester
which see’s over 120,000 in attendance and some of
the worlds best artists performing.

2. BOILER ROOM FESTIVAL
Boiler Room & YouTube host the worlds first ever
online festival. 50 artists and their friends takeover a
private location and broadcast non-stop to the world
for 48 hours. A global event with huge scope.

MOVING TO YOUTUBE:

YOUTUBE SUPPORTS BROADCASTING,
RECORDED VIDEO & USER INTERACTION.
We will leverage this to grow,
develop and retain our audience.

_Fundamentally our traffic will be driven by our live
shows and constant daily recorded content.
_Utilise our existing community and media
partnerships to continually drive return and new traffic.
_We constantly increase our audience due to our high
footfall of artists (1400 over this year), and their
respective networks.
_Special projects & events bring in punctuated traffic
spikes throughout the year. These are always high
profile in terms of talent and press coverage.

_Working closely with the record labels, sharing
content, leveraging their networks and respective
YouTube channels.
_With Boiler Room there will always be synergy
between our shows, we won’t struggle to drive people
around our content.
_Collaborations with relevant YouTube channels, from
Nardwar to Black Cab Sessions to Dommune to Vice.
_Friends & Family link exchanges, basic, but Boiler
Room is built off these relationships.

_Building our subscriber base on YouTube is as
important to us as it has always been: Annotations and
incentivised calls to action are of course key.
_Encouraging discussion below all videos won’t be a
problem, challenging and letting our audience talk has
always been key to building our community.
_Boiler Room has been a fluid project since day one,
listening to our audience, taking those chat messages
onboard, and being able to react to them is absolutely
key to us, and will be more effective than ever on
YouTube.

BOILER ROOM HAS UNRIVALLED
ACCESS TO CREDIBLE TALENT
PREVIOUS / UPCOMING ACTS:
Radiohead, Fourtet, The xx, Caribou, Carl Craig, DJ Shadow,
James Blake, Jack White, James Murphy (LCD sound system), Diplo, Boys
Noize, Erikah Badu, Hot Chip, MIA, Hudson Mohawke, Orbital,
Skream, DOOM, Neon Indian, ASAP Rocky, Flying Lotus, Odd
Future, Richie Hawtin, Portishead, Damon Albarn, Adele, Jai Paul,
Dizzee Rascal, Riccardo Villalobos, New Order, Aaarab Muzik.

WE HAVE THE BACKING OF
ALL MAJOR MUSIC PRESS
We have forged strong ties with every key voice in music.
Supported across the board with press coverage and official
media partnerships.

WE HAVE A GREAT TEAM
FIRMLY ROOTED IN MUSIC
LONDON
Thristian - Brownswood
Caius - XL / The xx
Charles - NTS / Inverted
Bradley - Phonica Records
Nic - Young Turks / NTS
Gosia - Global Roots
BERLIN
Michail - Berghain / Leisure
Alexander - Greco Roman
LOS ANGELES
Sofie - Stones Throw
Henoch - Egon
NEW YORK
Dean - Matador / Beggars
Charles - Warp USA

TOGETHER WITH YOUTUBE WE CAN
CREATE THE MOST POWERFUL NEW
MUSIC PLATFORM IN THE WORLD.

12 MONTH CONTENT FORECAST
250 live broadcasts
640 hrs archived broadcasts
20 hrs edited live footage
20 hrs editorial show content
1100+ total video segments
Avg 3 new videos everyday
6 ‘Sound Travels’ segments
150 ‘RIPs’ segments
12 ‘OneTake’ segments
24 ‘SoundCheck’ segments
12 ‘ChatChart’ segments
12 ‘Backroom’ segments