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How Right Chord Music created a content destination to capture its virtual festival

The Background

Right Chord Music (RCM) champions incredible unsigned and undiscovered artists, inspiring people to discover new music through their blog, now ranked in the Top 10 independent music blogs and websites in the UK.

RCM was born out of frustration that so many incredible artists were being overlooked by radio, simply because they didn’t have the backing of a major record label.

This passion for putting the spotlight on unsigned artists, at a time where music venues across the country have shut their doors, led to RCM providing them with a (virtual) stage: The Takeover Festival.

The Takeover Festival last month hosted 49 artists and provided independent artists an average audience size of 15,000 people. Views of the festival sets topped 500,000.

The Challenge

RCM knew that plenty of content would be created around The Takeover Festival, with fans, artists and event partners uploading photos, videos and comments and joining in the conversation. The challenge was that all this great content – capturing the story of the Festival and RCM’s sense of community – would disappear into the ether soon after the event was finished.

RCM was looking for a solution that could pull this content together on the The Takeover Festival website. The solution needed to engage fans and deliver value to event partners, while looking professional and fitting with the Festival brand.

The Solution

Amondo provided support for the Takeover Festival, allowing RCM to access all of the best content being created around the festival and display this in a feed (Imprint) on the Festival website. The integration was easy, taking only a matter of seconds:

Our managed curation service allowed RCM to focus on delivering the core event under pressure without stretching their resources further. After briefing our team they could trust that capturing and showcasing the event content would be taken care of.

Pulling together the content added another dimension to the virtual festival and made it feel like a living, breathing thing. The Imprint captured the sense of community, with fans able to see the artists they love showing their support for charity partner Nordoff Robbins.

In addition to social content, the Imprint included clickthrough tiles for driving users to competition entries, merchandise sales and partner promotions, delivering significant value for event partners.

We worked with close attention to detail and brand consistency, matching The Takeover Festival brand typeface and colours.

The Results

Amondo created a new touchpoint that delivered outstanding fan engagement, with Imprint sessions lengths of 1m42s.

This engagement resulted in clickthrough rates over 2%. With visitors able to click through to visit the Nordoff Robbins website from within the Imprint, Amondo contributed to the highest visits in a 3-month period, with 150 new signups to their mailing list.

RCM and event partners Nordfrf Robbins and Bose were delighted with the solution.

Amondo's managed curation service was invaluable and allowed us to focus on delivering the festival. Amondo provided a simple, stylish way to aggregate content from a variety of artist, partner and fan feeds into one engaging destination that looked great across web and mobile. The addition of the clickthrough tiles added value to festival partner Bose and helped support our fundraising efforts for Nordoff Robbins.

Mark Knight - Founder, Right Chord Music

For more information about our project with Right Chord Music, drop us a line at

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