PROJECT
Jägermeister DJ Akademie
THE BRIEF
To create a social initiative for Jägermeister that supports students in relation to the nightlife industry.
OUR RESPONSE
Since 2019, the music industry has suffered an unprecedented decline. For aspiring students looking towards entering the industry, coupled with issues of representation and the impact of cost of living crisis in the UK - the outlook is bleak. The Best Nights DJ Akademie opened to students across the UK with the opportunity to take their first step into the world of music through a DJing masterclass taking place across three days in the country’s capital. Each student received £2000 worth of kit from Pioneer DJ alongside being given two opportunities to perform to live audiences on the final day of workshops.
RESULTS
Through tapping into a niche subculture of student talent, we were able to directly impact the lives of 10 aspiring student DJs whilst generating content that educated many more. Faye, a student participant in the programme, noted “The experience was such a privilege to be a part of. Honestly one of the best schemes I’ve ever seen, I can’t believe I got so lucky from the people, the equipment, the teaching and finally the performance opportunities. It’s something I will never forget for the rest of my life."
2.5m
views across social assets
15k
engagements
1.2k
event attendees
BETHANY EASTERMAN, JUNIOR BRAND MANAGER AT JÄGERMEISTER
“The DJ Akademie was not only one of our best performing campaigns to date with best in class ad results across all platforms, but it was also one of the most impactful in supporting the next generation of students looking to start their careers in music - we’re extremely proud to have been a part of their journey.”