23 June 2017
NME, the brand that champions the very best in new music, is joining forces with Thatchers Haze cider to launch The Emerging Artists Project – a nationwide search for the best undiscovered talent in the UK. The campaign represents the second phase in Thatchers’ ‘What Music’s Supposed To Sound Like’ activity.
The partnership was brokered between Tessa Webb, creative media manager for NME and Bray Leino for Thatchers and is creatively led by Joint.
Giving emerging artists the chance to be heard, get noticed and get paid, the campaign sees NME give the winning artist exposure to a global audience of music fans, with cross-platform support – from press coverage through to an EP release.
Emerging artists submit one original track to NME with the guarantee that they will be listened to and will receive feedback. NME’s new music reporter Tom Smith will pick an artist that brings to the competition the most exciting, unique and fresh sounds of any genre. The winner will receive studio time worth £10k during which a four-track EP will be recorded and produced with mentor Murkage Dave (collaborator of Mike Skinner / Tonga / NEKFEU).
To reach new fans and to give the talent the chance to sell their music, NME will have the EP released on online music stores including Apple Music, Google Play and Spotify, with the artists retaining 100% of the royalties and rights.
Keith Walker, digital director, Music at Time Inc. UK says: “NME has been at the forefront of the music scene for more than six decades, with events, print and digital franchises dedicated to supporting breaking talent. Our global audience of music fans are always on the lookout for the best new talent to put on their headphones and with unsigned artists striving to grow their fan base, this is a great platform for them to get heard by the millions that turn to NME each month.”
The EP launch will be supported by two release parties where the artist will perform tracks from the record, with the gig broadcast live via NME’s Facebook page. Promoting the winner to a global audience, the talent will receive coverage in print, online and across social, with tracks also featuring in NME’s curated Apple Music playlists.
The partnership between Thatchers Haze and NME brings together the brands’ shared passion for music and supports Thatchers’ wider commitment to music by building on the success of the Thatchers Haze Sessions – a live series of music gigs launched in 2016 - which gives emerging artists the chance to get heard.
Martin Thatcher, Thatchers’ managing director, adds: “This is an amazing opportunity to work with NME to promote up-and-coming talent in the music industry, and offer new artists the chance to get their music out to a wider audience.
“Through the Haze Sessions, our own Bristol music showcase, we’ve met some really exciting and talented artists. The Thatchers Haze x NME Emerging Artists Project takes the association between Thatchers Haze and great music to another level.
“We believe there are some things that should always be done properly and we make cider the way we do because there’s a craft to it. We feel the same way about music, and now more than at any other time, musicians need to truly believe in their craft for their sound to stand out.”
The partnership also builds on insight by NME where the music brand spoke with emerging artists on the key issues they face. The findings revealed that getting heard, growing their audience and earning money are the biggest challenges.
The competition is now live on Thatchershaze.nme.com, running until 12th July 2017.
NME is one of the UK’s most famous and influential youth brands, turning young people on to the music and culture that will change their lives since 1952.
Initially a weekly newspaper, NME now reaches 8.5 million people via the website, social and other offsite distribution, video channels, app, live events and the free weekly magazine.
NME is celebrated for talking about music and being experts in the field, but that’s only one part of the story. Whether it’s film, TV, food, politics, career development, social issues or Pokemon, if the NME audience is into it, NME is all over it.
From #lifehacks to Eats & Beats to the world renowned NME Awards, NME has a growing portfolio of channels, events and franchises that help us deliver timely and relevant content to the NME audience and connect commercial partners with this switched on and savvy generation.
About Thatchers Haze
Thatchers Haze is a modern premium crafted cloudy cider, bursting with apple flavour. It’s crafted using eating apples to produce a crisp, refreshing, sweet taste. It is a naturally cloudy cider thanks to the juice of the Jonagold apple.
Fourth generation cidermaker Thatchers Cider has its home at Myrtle Farm, Sandford, Somerset.
Pride in its heritage is at the heart of everything it does, and its knowledge and passion for apples is reflected in its ciders: authentic and full of apple flavour. Its range includes Thatchers Gold, Thatchers Haze, Thatchers Katy and Thatchers Vintage.
For more information, please contact:
Holly McNally, PR manager, Time Inc. UK on 020 3148 5405 or email@example.com