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MEDIA KIT <strong>2013</strong><br />
“ -<br />
THE FUTURE OF BROADCASTING<br />
Giles Peterson ”
BOILER ROOM IS THE<br />
BIGGEST UNDERGROUND<br />
MUSIC SHOW ON THE PLANET<br />
Evolving from the UK's rich<br />
pirate radio heritage, <strong>Boiler</strong><br />
<strong>Room</strong> has grown from a<br />
webcam taped on warehouse<br />
wall to become the definitive<br />
showcase of new music<br />
globally.<br />
<strong>Boiler</strong> <strong>Room</strong> is changing the<br />
online music landscape - it's<br />
defining music television for<br />
the digital age.<br />
BOILER ROOM, A SITE THAT TAKES DJS FROM<br />
THE BLEEDING EDGE OF THE UK UNDERGROUND<br />
AND PUTS THEM ON AT AN INVITE ONLY SECRET<br />
LOCATION, BROADCAST TO THOUSANDS<br />
WATCHING AT HOME ONLINE
BOILER ROOM IS RUN BY<br />
THE PEOPLE WHO SHAPE<br />
THE CONTEMPORARY<br />
MUSIC LANDSCAPE<br />
The Team:<br />
Blaise Bellville<br />
Thristian Richards<br />
Caius Pawson<br />
Sofie Fatouretchi<br />
Michail Stangl<br />
Gosia Herman<br />
Charles Drakeford<br />
Bradley Zero Phillip<br />
Nic Tasker<br />
Charles Damga<br />
Steven Appleyard
BOILER ROOM IS THE FASTEST<br />
GROWING NEW MUSIC PLATFORM<br />
OF A GENERATION<br />
<strong>Boiler</strong> <strong>Room</strong> hosts 30+ broadcast sessions per month across the world - feeding a huge<br />
global appetite for exclusive, authentic music experiences.<br />
The unique DIY, live video format enables <strong>Boiler</strong> <strong>Room</strong> to expose emerging music before<br />
anyone else and showcase it in the most genuine, intimate environment possible.<br />
Snapshot to date<br />
BOILER ROOM EVENTS<br />
750+ <strong>Boiler</strong> <strong>Room</strong> events<br />
2,225+ exclusive performances<br />
3,000+ hrs of premium content<br />
BOILERROOM.TV vital statistics:<br />
2.5<br />
Million<br />
MONTHLY<br />
UNIQUES<br />
5<br />
Million<br />
MONTHY AUDIO<br />
& VIDEO PLAYS<br />
35<br />
Minutes<br />
AVG TIME<br />
ON SITE<br />
350<br />
Thousand<br />
PLAYS ON<br />
TOP SHOWS<br />
1.1<br />
Million<br />
ACTIVE REGISTERED<br />
USERS<br />
LIVE BROADCAST<br />
Unique live views - 1.5 million<br />
Avg live views - 140,000<br />
Twitter & FB shares - 450,000<br />
Chat messages - average 85,000<br />
OFF SITE<br />
Facebook Fans - 312,000<br />
Twitter Followers - 106,000<br />
YouTube - 215,000<br />
SoundCloud - 194,000<br />
OFFICES WORLD WIDE: London / New York / Los Angeles / Berlin / Coming Soon: Tokyo<br />
SPECIAL EVENTS: DEMF / SXSW / ART BASEL / CMJ / WMC / IMS / ADE / SONAR / NAMM<br />
CURRENTLY REACHING<br />
5 MILLION UNDERGROUND<br />
MUSIC FANS GLOBALLY.
BOILER ROOM GETS ARTISTS THAT<br />
MONEY CAN’T BUY BECAUSE<br />
ARTISTS WANT TO PLAY<br />
<strong>Boiler</strong> <strong>Room</strong> is a chance for artists to hang out and perform in a intimate and<br />
informal environment, away from the traditional club/festival/radio circuit.<br />
It is unlike anything else out there.<br />
These artists collaborations are genuine musical “moments” that can’t be<br />
found or recreated anywhere else.<br />
@disclosure Says:<br />
“<br />
THAT MAY HAVE BEEN THE<br />
MOST FUN WE’VE EVER HAD!<br />
125,368 Followers<br />
”<br />
Upcoming Acts:<br />
JACK WHITE / ODD FUTURE /<br />
FRANK OCEAN / A$AP ROCKY /<br />
PORTISHEAD / LIL B / RIFF RAFF<br />
NEW ORDER / DAMON ALBARN /<br />
JAI PAUL / DIZZEE RASCAL /<br />
MIA / RICARDO VILLALOBOS /<br />
BENGA / CARL COX / ACTION<br />
BRONSON / PEACHES /<br />
DJ HARVEY / KENDRICK /<br />
LAMAR / AZELIA BANKS<br />
Previous Acts:<br />
“<br />
@i_skream Says:<br />
YOU HAVE NO IDEA HOW RARE IT<br />
IS FOR ME AND DISCLOSURE TO<br />
PLAY BACK TO BACK FOR PEOPLE!<br />
125,519 Followers<br />
”<br />
RADIOHEAD / FOURTET /<br />
THE XX / CARL CRAIG /<br />
DJ SHADOW / JAMES BLAKE /<br />
GHOSTFACE / JAMES MURPHY /<br />
DIPLO / BOYS NOIZE / ERYKAH<br />
BADU / FLYING LOTUS / HUDSON<br />
MOHAWKE / LUNICE / ORBITAL /<br />
SKREAM / MF DOOM / SVEN<br />
VATH / RICHIE HAWTIN / ARAAB<br />
MUZIK / NICOLAS JAAR / DEATH<br />
GRIPS / SOLANGE
BOILER ROOM DELIVERS THE<br />
MOST INFLUENTIAL, HARD<br />
TO REACH AUDIENCE<br />
<strong>2013</strong> Audience Survery Snapshot<br />
SERIOUS<br />
ABOUT<br />
MUSIC:<br />
72%<br />
OWN PRO/STUDIO LEVEL<br />
HEADPHONES / HOME AUDIO.<br />
69%<br />
PAY FOR PREMIUM MUSIC<br />
STREAM SUBSCRIPTIONS.<br />
90%<br />
REGULARLY CONSUME<br />
TECH & MUSIC MEDIA<br />
Speaking to a global<br />
audience of 18–34 year old<br />
digital savvy music lovers,<br />
<strong>Boiler</strong> <strong>Room</strong> has become<br />
THE seminal music platform<br />
for hard-to-engage Gen Y.<br />
SERIOUS<br />
ABOUT<br />
DIGITAL:<br />
96%<br />
OWN A SMART PHONE /<br />
PORTABLE MUSIC DEVICE.<br />
63%<br />
SPEND 3.5 HOURS<br />
ONLINE EVERYDAY.<br />
80%<br />
SHOP ONLINE<br />
EVERY MONTH.<br />
USA<br />
20%<br />
15%<br />
ROW<br />
WORLDWIDE<br />
TRAFFIC SPLIT<br />
EU 40%<br />
SERIOUSLY<br />
SOCIAL:<br />
77%<br />
65%<br />
92%<br />
UK<br />
25%<br />
STREAM BOILER ROOM WITH<br />
THEIR FRIENDS.<br />
HAVE 500+ FACEBOOK<br />
FRIENDS.<br />
<strong>2013</strong> BOILERROOM.TV Audience Survey (Sample: 750 EMEA / 250 USA)<br />
GO TO A BAR OR CLUB AT<br />
LEAST ONCE A WEEK.<br />
GENDER<br />
SPLIT<br />
66% MALE<br />
44% FEMALE
BOILER ROOM HAS THE SUPPORT<br />
OF PRESS WORLDWIDE<br />
The world’s biggest media<br />
brands feature <strong>Boiler</strong> <strong>Room</strong><br />
content to complement their<br />
own cultural editorial.<br />
MEDIA PARTNERS IN MUSIC:<br />
OUT OF CATEGORY PARTNERS:<br />
Naturally <strong>Boiler</strong> <strong>Room</strong> content<br />
is picked up primarily by music<br />
media, but it also travels far<br />
beyond the category to tech,<br />
fashion and lifestyle outlets.<br />
<strong>Boiler</strong> <strong>Room</strong> activation teams<br />
support this organic pick-up by<br />
placing content with relevant<br />
preferred partners, third party<br />
sites and PR.<br />
1,283<br />
Sites<br />
Featured <strong>Boiler</strong> <strong>Room</strong> content<br />
organically (without partnership) in 2012<br />
25<br />
Million<br />
Impressions generated through<br />
exclusive artist access and editorial<br />
content on 3rd party sites in 2012<br />
45<br />
Million<br />
Impressions generated through<br />
exclusive performance placements on<br />
3rd party sites in 2012
BOILER ROOM IS SET UP TO<br />
MAXIMISE EARNED EXPOSURE<br />
<strong>Boiler</strong> <strong>Room</strong>’s authentic relationship<br />
with underground music maximises<br />
earned exposure - delivering unrivaled<br />
value and ROI for brand partners.<br />
THIRD-PARTY PROMOTION<br />
Artists, labels and media / PR partners<br />
all put their weight behind promoting<br />
<strong>Boiler</strong> <strong>Room</strong> events. Mobilising multiple<br />
audiences through genuine, noncommercial<br />
support maximises<br />
authentic engagement.<br />
ORGANIC SOCIAL MEDIA BUZZ<br />
In order to receive tickets, the<br />
community tweets and re-tweets -<br />
spreading the <strong>Boiler</strong> <strong>Room</strong> message<br />
across the web. Plus on the night of the<br />
show, social interaction leads to <strong>Boiler</strong><br />
<strong>Room</strong> regularly being the leading<br />
trending topic on the web.
BOILER ROOM HAS REBUILT THE ENTIRE<br />
MODEL FOR EVENT AMPLIFICATION<br />
Old Model:<br />
Traditional events have very little<br />
to offer before the actual event:<br />
Commercial events are exploited<br />
by artists and fans alike:<br />
Coverage ‘after’ the event is<br />
limited, with little-to-no shelf-life:<br />
ESTIMATED REACH<br />
5-10<br />
Thousand<br />
• High cost for average talent<br />
• Limited access to artists and no<br />
real audience engagement<br />
• Limited press coverage<br />
• 200 cynical guests trying to rinse<br />
free shows and drinks<br />
• No online interaction unless<br />
incentivised<br />
• No real interest in sponsor<br />
• Isolated commercial events<br />
with no real value for artists or<br />
audience<br />
• Collateral content limited to<br />
party photos, reviews,<br />
wrap up reel<br />
• Zero follow up or reconnection<br />
with audience<br />
Before<br />
During<br />
After<br />
BR Model:<br />
ESTIMATED REACH<br />
Existing community (fans, press,<br />
labels and artists) already waiting<br />
for the next <strong>Boiler</strong> <strong>Room</strong> story:<br />
Digital broadcast drives scale<br />
and reach way beyond traditional<br />
event reach:<br />
<strong>Boiler</strong> <strong>Room</strong> shows live on -<br />
content is amplified across the<br />
web and drives anticipation of<br />
upcoming events:<br />
1-2<br />
Million<br />
• ‘Money can’t buy’ talent and<br />
experiences drive excitement<br />
• Huge PR coverage even prior<br />
to the event.<br />
• Data capture and online buzz<br />
through ticket give aways and<br />
exclusive teaser content<br />
• 200 exclusive VIP guests<br />
• 500,000+ online viewers<br />
• Partner brands are perceived<br />
as part of <strong>Boiler</strong> <strong>Room</strong>, not<br />
just badging sponsors.<br />
• Show content placed with top<br />
tier media partners<br />
• Content Seeding (YouTube,<br />
Soundcloud)<br />
• Digital archive of shows<br />
leverages long tail value
BOILER ROOM IS PRIMED FOR<br />
MASSIVE GROWTH IN <strong>2013</strong><br />
1,750<br />
Performances<br />
MORE CITIES, MORE SHOWS, MORE CONTENT<br />
To serve the growing demand for <strong>Boiler</strong> <strong>Room</strong> shows<br />
and content, <strong>Boiler</strong> <strong>Room</strong> is opening new production<br />
facilities in Berlin, L.A, Tokyo and New York.<br />
MORE GENRES, MORE TALENT, MORE FUN<br />
<strong>Boiler</strong> <strong>Room</strong> is exploring new genres and content<br />
formats: dance music from Richie Hawtin to Riccardo<br />
Villalobos, Hip Hop acts such as Odd Future and<br />
Kendrick Lamar, and live band performances from<br />
Radiohead to Animal Collective.<br />
MORE PARTNERS, MORE VIEWS, MORE FANS<br />
With the <strong>Boiler</strong> <strong>Room</strong> fanbase skyrocketing, the content<br />
production growing, and new partnerships set to be<br />
announced, <strong>Boiler</strong> <strong>Room</strong> is on track to hit the magic 100<br />
million mark for total views in <strong>2013</strong>!<br />
75+ MONTHLY DJ’S,<br />
PRODUCERS,<br />
RAPPERS & BANDS<br />
500<strong>Boiler</strong><br />
<strong>Room</strong> Sessions<br />
35+ MONTHLY INVITE ONLY<br />
BOILER ROOM EVENTS,<br />
FESTIVALS AND<br />
COLLABORATIONS<br />
200+<br />
Million Reach<br />
200 MILLION VIDEO PLAYS<br />
15 MILLION UNIQUE VISITORS<br />
5 MILLION ACTIVE SUBSCRIBERS
BOILER ROOM<br />
& YOUTUBE: THE BIRTH<br />
OF A NEW ERA IN<br />
DIGITAL MUSIC<br />
BROADCASTING<br />
31<br />
Million<br />
Plays<br />
194<br />
Thousand<br />
Subscribers<br />
ALL WITHIN 9 MONTHS AND ALL PRE-LAUNCH<br />
In Q2 <strong>2013</strong>, <strong>Boiler</strong> <strong>Room</strong> launches an<br />
exclusive partnership with YouTube as an<br />
original content provider for YouTube’s<br />
premium channel offering.<br />
With YouTube as a partner, <strong>Boiler</strong> <strong>Room</strong><br />
has the biggest online audience at its<br />
fingertips - putting the platform and its<br />
brand partners at the tipping point of<br />
becoming a global mass phenomenon.<br />
Together with YouTube, <strong>Boiler</strong> <strong>Room</strong> will<br />
create the most powerful new music<br />
platform in the world.
BOILER ROOM IS<br />
LOOKING TO FORGE<br />
DEEP, LONG-TERM<br />
PARTNERSHIPS WITH<br />
BRANDS<br />
<strong>Boiler</strong> <strong>Room</strong> is built on strong, authentic<br />
relationships with talent and audiences.<br />
This foundation makes <strong>Boiler</strong> <strong>Room</strong> the<br />
perfect partner to co-create with forwardthinking<br />
brands - developing bespoke<br />
music experiences that deliver for brands,<br />
artists and fans.<br />
BOILER ROOM PARTNERSHIPS ARE<br />
CENTERED AROUND:<br />
1. Creating bespoke, unique and own-able<br />
projects tied to the <strong>Boiler</strong> <strong>Room</strong> platform.<br />
2. Creating entirely new, standalone multiplatform<br />
projects (e.g. online festival with<br />
broadcast from multiple physical locations)
BOILER ROOM ELEVATES<br />
PARTNERSHIPS<br />
THROUGH AN EXCLUSIVE<br />
SUITE OF PREMIUM<br />
BRANDING OPPORTUNITIES<br />
EXAMPLES:<br />
• Homepage logo placement<br />
• Branded homepage takeover<br />
• Branded room<br />
• Custom pre-rolls<br />
• Brand profile in ‘About’<br />
section of website<br />
• Co-branding in all official<br />
project advertising &<br />
promotional materials<br />
• Named as ‘Platform Partner’<br />
in major PR communications<br />
Home Page Takeover<br />
Branded <strong>Room</strong>
WHO’S TALKING ABOUT BOILER ROOM?<br />
“THE EVOLUTION OF<br />
LONDON’S RICH PIRATE<br />
RADIO CULTURE”<br />
“THE TALENT-PACKED BOILER<br />
ROOM HAS BECOME THE<br />
FOCUS OF MUSIC FANS,<br />
BLOGGERS, MAJOR PRESS, AS<br />
WELL AS BROADCAST DJS<br />
AND PERFORMERS”<br />
“THE METEORIC RISE OF<br />
BOILER ROOM HAS<br />
ESTABLISHED ITS<br />
PLACE IN THE HISTORY<br />
OF GLOBAL MUSIC<br />
BROADCASTING”<br />
“BIGGEST NIGHTLIFE<br />
SUCCESS OF THE PAST<br />
YEAR, BOILER ROOM<br />
BLURS THE LINE BETWEEN<br />
AN ONLINE CLUB AND A<br />
RADIO SHOW”<br />
“FROM A SMALL ROOM IN<br />
DALSTON TO A GLOBE-<br />
SPANNING BRAND, IN JUST<br />
OVER A YEAR BOILER ROOM<br />
HAS EMERGED AS ONE OF<br />
THE MOST IMPORTANT<br />
BROADCASTERS IN<br />
UNDERGROUND MUSIC”<br />
“SINCE ITS INCEPTION IN<br />
MARCH 2010, BOILER<br />
ROOM HAS HAD A LIST OF<br />
GUESTS THAT READS LIKE<br />
A WHO’S WHO OF<br />
DANCE MUSIC”
CONTACT BOILER ROOM<br />
BOILER ROOM<br />
boilerroom.tv<br />
BLAISE BELLVILLE<br />
Founder / CEO<br />
STEVEN APPLEYARD<br />
Business Development<br />
New North Place<br />
London, EC2A 4JA<br />
e: blaise@boilerroom.tv<br />
p: +13104803254<br />
e: steven@boilerroom.tv<br />
p: +447867493545
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