DIFFERENTIATING IN THE MIDST OF A STREAMING “ARMS RACE”
The streaming music industry has been called an “arms race” by many analysts because of the number of well-known brands that have entered the arena. Recent data indicates that thirty million people pay for streaming services–and hundreds of millions more listen for free. Everyone seems to be clamoring for a piece of the action.
Already one of the largest media and entertainment companies in the U.S., iHeartMedia (formerly known as Clear Channel) needed a strategic, unconventional PR partner for the very specific needs of their iHeartRadio digital brand. iHeartRadio was already a massively popular consumer brand with millions of registered users and hundreds of radio stations providing marketing support, but in 2013, LaunchSquad began working with them to grow exposure and ensure they were part of the conversation amongst tech influencers. Our work centered around identifying and spreading the narratives that would catch fire in this competitive market.
INDUSTRY LEADERSHIP & PARTNERSHIPS THAT COUNT
A key part of the program for iHeartRadio was identifying which device integrations, data stories and partnerships would be of interest to the public, then positioning iHeartMedia’s digital lead, Brian Lakamp, as a thought leader who could deliver both the hard news and the bigger vision of how iHeartRadio fit into the streaming industry.
BEEFING UP STREET CRED WITH TECH PRESS
We worked to build iHeartRadio’s profile in the tech community by offering reporters exclusives and news under embargo, in addition to offering introductory meetings and spreading the word about iHeartRadio’s position as a big and differentiated competitor in the streaming music space. It paid off. Leveraging exclusives and introductory meetings helped establish a foundation, so it was easier to pitch to our “go-tos” and garner coverage when we had more substantial news. We also coordinated the first ever iHeartRadio APPy Hour for tech media, where hundreds of reporters showed up to interact with the app across multiple devices.