Virtuoso

FutureDJs is an education initiative teaching DJing, MCing and Music Production lessons in schools around the UK.  Our brief was to devise and deliver a launch plan for their new virtual classroom, Virtuoso, in the midst of Covid-19

We created a free-lessons-for-all launch campaign enlisting the help of high profile DJ, MC and producer ambassadors to take part as guest tutors.  

We devised a programme of free weekly lessons, to help drive awareness of and engagement with the platform. 

The programme was launched in September to best align with the news agenda as kids headed back to school after an extended Summer break. With the temporary closure of schools earlier in the year meaning creative subjects, including music, were at risk of being culled, the announcement was timed to connect with news editors at national and culture media and position the platform as a possible solution to the future of music education in a post-Covid landscape.  

To help with reach, and get kids excited, we appointed influential & newsworthy talent to act as ambassadors for the project, including Drum & Bass legend Goldie MBE, double Ivor Novello nominee Ghetts and BBC Radio 1 DJ Tiffany Calver. 

National coverage on Sky News, BBC Radio 1, Guardian, Telegraph + More 

Print features in i-News, Daily Star, Waitrose Weekend + more 

On-air drivetime interview with Nick Grimshaw & Annie Mac (BBC Radio 1) for Future DJs co-founder Austen Smart, plus interviews with BBC Radio London, Press Association and more 

Social support from all artist ambassadors with a combined reach of 576k 

252 Pieces of Coverage 

368M OTS 

14.2 Social reach