OBJECTIVE

The Ally Coalition (TAC), launched in 2013 by songwriter/producer Jack Antonoff and fashion designer Rachel Antonoff, is committed to providing critical support for grassroots non-profit homeless LGBTQ organizations across the United States. The organization's annual Talent Show, hosted and curated by Jack and Rachel, is one of their biggest fundraisers of the year. The Syndicate was hired to handle PR for the event for the third year in a row, this time with the addition of Digital Marketing, in the way of paid social and influencer marketing.

EXECUTION

IMPACT

With COVID, this year’s Talent Show was held as a livestream event via Twitch, with everything coming together quickly, and with a short lead time to set up. The Syndicate announced the event on December 15, just 6 days prior to the show, spending the week prior laying down the groundwork, letting past supporters and key media targets know that news was imminent. Response to the announcement was immediate, with news stories in Billboard, Variety, Rolling Stone, Pitchfork, Paste, Consequence of Sound, KEXP, BrooklynVegan, along with DIY Magazine & The Line Of Best Fit in the UK, and Indie 88 in Canada.

Following the announcement, The Syndicate worked to ensure media, music fans, and charitable supporters would attend the livestream event and that media outlets would later report on what is always a very special night.

We teamed up with nano, micro & mid-tier LGBTQIA+ and ally lifestyle influencers across Instagram & TikTok to push the event out to all of their followers the week leading up to and day of the event. Our influencers posted the event flyer across Instagram Feed, Stories, and custom video content on TikTok. Instagram Story posts featured swipe up links directing to twitch.tv/jackantonoff where the livestream was taking place.

Featuring performances from Jack Antonoff, The Chicks, Brittany Howard, Lana Del Rey, Maggie Rogers, Sleater-Kinney, Rufus Wainwright, Hayley Wiliiams, St. Vincent, SPOON, Shamir & more, The Ally Coalition’s 7th annual Talent Show was their most successful to date, achieving the following:

• More than $350,000 raised

• 25k+ viewers logged on to Twitch to watch performances

• 1,002,737 users reached across multiple platforms via media ad buying

• 3,090 new Twitch followers as a direct result of digital marketing campaign

• 30+ LGBTQIA+ and ally influencers secured with 642K+ combined social following reach

• Live press coverage from the night was reported by ABC News Radio, Alternative Press, Billboard, BrooklynVegan, Consequence of Sound, Pitchfork, Rolling Stone, SPIN and Stereogum, with international coverage from the NME, DIY, The Line Of Best Fit, and Entertainment Tonight Canada.