- Project Overview
Dates of Campaign Jan 15 – April 15, 2007
The Future Of Music Coalition has created a campaign to promote the
concept of Network Neutrality to the independent music communities.
The campaign and corresponding website is called "Rock The Net." The
website allows independent music artists, labels and organizations
to sign up in support of this cause.
NPI participated in discussions concerning the look, feel, and functionality
of the website and campaign. NPI made efforts to promote the net neutrality
site "Rock The Net" to artists and music fans with the development
of online marketing tools such as banners, graphics and widgets. NPI conducted
general research, developed written materials and consulted with the
key Future Of Music staff on a continual basis.
- Challenges
NPI's role with the “Rock The Net” campaign included:
- Helping develop priority and long-term goals for Future Of Music’s
Rock The Net campaign.
- Strategizing with FOM on band outreach, messaging and creating
materials; helping build a group of high level founding artists including
Death Cab For Cutie, The Postal Service, Les Claypool, Calexico,
Jill Sobule, Boots Riley from The Coup, The Donnas and others. Contacting
artists, labels, promoters and organizations directly.
- Providing ongoing strategy suggestions.
- Signing up a minimum of 100 bands during the three month term.
- Inputting artist sign-up data into website as needed.
- Tactics
- NPI key staff participated in conference call meetings to discuss
strategies and provided constructive feedback on the Rock The Net
site.
- NPI designed the logo featured on Rock The Net site and accompanying
web banners.
- NPI reached out to artists with direct emails, individual letters,
phone calls, and online community messaging.
- NPI created a database of artists that had been contacted including
information to be inputted into Rock The Net website for artists
who agreed to lend their support.
- NPI researched network neutrality video content on YouTube, creating
and maintaining a database of video pieces.
- NPI provided a letter about net neutrality and Rock The Net to
all Noise Pop Festival 2007 performing artists.
- NPI included Rock The Net / net neutrality messages in numerous
Noise Pop email newsletters and on the Noise Pop website as well
as displaying a web banner on the site.
- NPI reached out to artists and labels via Myspace bulletins and
messaging.
- Results
As of April 25, 2007 over 376 bands, 115 independent record labels
and 777 people have pledged their support of net neutrality on the
Rock The Net site.
- Quotes and Links