Sounds From The Other City



pieces of coverage




Salford’s homegrown festival Sounds From The Other City, which takes place on the Sunday of the early May bank-holiday, has been a firm underground favourite since 2005; delivering a unique annual event that celebrates the off-kilter beauty of Salford, the oft-overlooked ‘other city’ to Manchester.

Sundae were delighted to be appointed by SFTOC to deliver the official comms campaign as this year’s event returned with a bang to the pubs, churches and community corners of Salford, following a two-year forced hiatus.

At Sundae we focused on generating national and regional awareness and interest for the festival, its line-up, and other entertainment on offer. We worked to present and encapsulate the true energy of the festival across all media pitches in order to capture the real community-feel of the event and hands-on DIY SFTOC spirit.

Championing new music & local producers, SFTOC has housed early-day performances from artists as diverse as Alt-J, Slowthai, Marina, and Sampha. This year’s festival hosted an electrifying bill of artists, such as GNOD, Holy Other, Pim Blom, Lovescene and Grove.

Sounds From The Other City 2022 4

The Campaign

Building on existing festival awareness and coverage, developing a bespoke campaign that establishes the festival within the national, regional and specialist music media, Sundae delivered a hugely successful media relations campaign both in the run-up to, and post, festival.

We worked really closely with the brilliant SFTOC team to announce the first wave of acts and full line-up confirmed to perform at the festival to press and media, achieving news stories, announcement features, and listings.

We also worked closely with the festival’s talented organisers, creative director Rivca Burns and festival manager Sian Roberts, as we developed profiling strategies and pitched for high quality interview opportunities, in order to raise the profile of the full SFTOC team and to ensure the work of each member of the team is recognised.

We commissioned and curated high-class video content, created by and released via regional publication The Manc as an exclusive preview of the festival, shared across The Manc’s hugely popular social channels. Working closely with The Manc, we arranged for the publication to receive an exclusive tour of the venues prior to the event for the purpose of the footage, and we liaised with the festival’s top performing artists such as GNOD, Contours, Lovescene, and Grove in order for said artists to feature within the exclusive content.

In addition, we also leveraged bands performing at the festival for print and broadcast interview opportunities, including Katy J Pearson, OneDa, Gracie T and Victoria Jane.

We were honoured to invite journalists and reviewers to attend this unique event. Delivering a bespoke list of key press and media contacts, we liaised with all invitees in order to issue press passes and provide key information regarding the event, and we delivered on-site media liaison to event reviews on on-site content.

Across the campaign, we achieved 43 pieces of coverage across a range of key national, regional, and specialist music outlets such as BBC Radio 6 Music, BBC Introducing, ITV News, Manchester’s Finest, New! Magazine, and Manchester Evening News.

We also delivered a national listings campaign with highlights in DIY mag, Resident Advisor, Skiddle and Creative Tourist.

Photos by Breige Cobane


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