Client Background: Underground Music Collective (UMC) is a Nashville-based digital music resource center and multimedia services company founded by Gerard Longo. UMC focuses on empowering independent musicians and creatives through content features, live events, and educational resources. Gerard, a cancer survivor, ex-football player, and music advocate, leads the organization, which has partnered with high-profile brands like Universal Music Group, Red Bull, and the Tennessee Titans. The organization is also deeply committed to charitable causes, including the American Cancer Society and relief for musicians impacted by the pandemic.
Objective: UMC partnered with Brandinc PR to amplify its mission and visibility in the music industry and among potential partners. The goal was to position UMC as a leading voice in independent music advocacy, enhance brand recognition, and secure impactful media placements that would showcase Gerard’s inspiring story and UMC’s initiatives.
Our Strategy:
- Storytelling for Impact
Brandinc PR crafted a compelling narrative around Gerard Longo’s journey and UMC’s commitment to supporting independent musicians. Emphasizing Gerard’s resilience, philanthropic efforts, and vision for empowering creatives, we developed a brand story that resonated with audiences and emphasized UMC’s unique role in the music industry. - Targeted Media Outreach
We identified key media outlets and thought leadership platforms within music, entertainment, and entrepreneurship spaces. Through targeted pitches, we positioned Gerard as an advocate for indie artists and a thought leader on topics like music entrepreneurship, resilience, and community building. - Digital Content & Social Media Strategy
Brandinc PR worked with UMC to enhance its social media presence, focusing on highlighting its partnerships, community events, and educational resources. Our social media strategy prioritized engaging storytelling and multimedia content that showcased the behind-the-scenes work UMC does to support its community. - Collaborative Podcast Appearances
Recognizing the popularity of podcasting in the indie music space, we arranged for Gerard to guest on podcasts that aligned with UMC’s mission. This approach not only allowed Gerard to share insights directly with UMC’s target audience but also strengthened UMC’s position as a key resource in the independent music industry.
Results:
- Enhanced Media Exposure
Through our outreach efforts, Gerard and UMC secured media placements in leading music and business publications. These features helped spotlight UMC’s impact and expanded its reach to a broader audience. - Increased Brand Awareness and Partnerships
Brandinc PR’s efforts led to increased brand visibility, which contributed to new partnerships and collaborations for UMC. The visibility reinforced UMC’s position as a valuable ally to independent musicians, drawing the attention of influential industry stakeholders. - Engagement on Social Media
Our social media campaigns resulted in higher engagement rates on UMC’s platforms, particularly around community events and educational resources. These efforts also drove traffic to UMC’s digital content, enhancing its online presence and reach.
Client Testimonial: “Working with Brandinc PR has been transformative. Their expertise in media strategy and commitment to our mission has opened doors for UMC that we hadn’t anticipated. They understood our vision and were able to convey it powerfully to audiences who care about the future of independent music.” – Gerard Longo, Founder & CEO of Underground Music Collective
Conclusion: This collaboration between Brandinc PR and Underground Music Collective exemplifies the power of a strong media and content strategy in transforming a client’s visibility and impact. By focusing on storytelling, targeted outreach, and consistent engagement, we helped UMC build a stronger brand and elevate its voice in the music industry. We’re proud to support Gerard and the UMC team as they continue empowering independent musicians to thrive in their creative journeys.
