To integrate live music into Dr. Martens new global advertising campaign #STANDFORSOMETHING. Every aspect of the music campaign had to conform to the brand attributes and creative guidelines established by the advertising, yet build a new identifiable communications channel emanating from the live stage.

To establish Dr. Martens as a brand that connects with it's audience through quaility and engaging content. To create exclusive content, working with artists that the audience will identify with, and that in turn identify with and would be ambassadors of the Dr. Martens Brand. To provide local store support and promotional opportunities to drive store traffic. To amplify the content across multiple media to maximise awareness and data capture.

The Dr. Martens #STANDFORSOMETHING Tour in association with DIY. 11 Gigs, 11 Cities, 11 amazing Headliners (33 bands in all). Line up put together by media partner DIY and Tour promoted by Sonic including all artist contracts, venue management, ticketing, video production and advertising. Sonic worked closely with the artists throughout arranging supporting in store activity and involving artists in tour communications with their fan base. Content was amplified across DIY and seeded across a wide spectrum of titles.

At each gig the stores achieved record sales and store traffic. Social media conversations exceeded all expectations and the Tour has its own channel on YouTube. The success of the 2013 programme has now extended into a further programme for 2014.

When working with an artist, it is vital that a Brand has a partner that understands the legal and rights complexity, and how to manage the performance expectations of both Brand and Artist. There is a lot of concern about working with the music industry, but the benefits of harnessing the magic of music and engaging through the trusted relationship an artist has with its fans, are enormous if you get it right. But is has to work for the mutual benefit of Brands, Bands and Fans.