Native Instruments


Leading music tech brand Native Instruments gave us the brief of taking their new multi-channel audio format for DJs, STEMS, and making it a cultural story for music fans around the world.


Leveraging artist and label partnerships, we focused on the technological innovation, packaging a story for media that took the brand out of its user heartland and into the realm of the consumer.


Over a six-month period, we worked with Native Instruments’ European Marketing team to:

  • Identify key artists and labels as ambassadors to support campaign
  • Propose and leverage exclusive releases to complement media outreach
  • Manage amplification and outreach to media around panel discussion at Sonar (Barcelona) featuring Carl Craig, Kerri Chandler and Luciano
  • Provide press office support for London edition of global event series Native Sessions
  • Set up journalist product trials
  • Maximise PR around exclusive release by New Order
  • Support Boiler Room partnership including “Credit To The Edit” event at the ICA


  • TV coverage on BBC “Click” technology programme
  • Quarter page print feature in Metro
  • Further coverage in 40+ publications including The Sun, Stuff, Crack, Mixmag, XLR8R and Resident Advisor