This was a short project I delivered in partnership with UK PR agency Franklin Rae. The PR objective was to build credibility for LoveLive’s business model and its potential scalability, to support conversations with prospective investors, through targeted coverage in respected titles.
LoveLive is a digital media company that sits between corporate brands and the music industry to create new music content for the web: primarily live performances.
While LoveLive can offer a fully managed service to the brands, including high production values and digital marketing, it’s their extensive licences that put it comfortably ahead of its competitors. The brands know they are buying access to high quality music content, without the headache of rights clearances. The record labels have a credible partner and access to an additional revenue stream, while LoveLive get global rights to the content that they can exploit and licence globally to other partners and platforms such as YouTube, Vevo & Spotify.
Having grown organically since its formation in 2008, the company secured an interim investment of £1.7m to support the next stage of its growth from a team of private investors. The story was not really about the sum of money: more the ability of the business to attract a strong team of executives, to ready itself for a major institutional funding round.
Despite a small window for pitching ahead of release, limited access to investors, and the moderate sum invested and not having been involved with the company prior to the announcement – the story was compelling and got covered in our primary target publication the Financial Times, influential business tech title Venture Beat and trade publications Music Week, Broadcast & Televisual.