The Tribes agency has launched to connect music influencers with brands and events.
The company is a collaboration between Jukebox PR’s CEO Alex Jukes and Grahame Farmer, owner of dance music platform Data Transmission. Both have more than 10 years’ experience in the fields of PR, social media and online publishing.
The new lifestyle and music network aims to link up brands with youth culture and relevant music markets.
The Tribes' partners have worked with music and lifestyle brands around the world. The company will complement the work of Jukebox Group, comprising Jukebox Management and Jukebox PR. It follows Jukebox Management’s expansion into Asia and the USA, where it has extended its connections with brands, festivals and promoters.
The Tribes has appointed Matthew Dicks as head of business development. A former advertising manager for DJ Magazine, he also worked on digital concepts as commercial director at Ministry of Sound and headed up marketing activity at Telefonica. Dicks was recently commercial director for AEI Group, where he was responsible for the brand’s partnerships for their YouTube network (including UKF, Drum&BassArena and NCS), record label and growing festival and live events sponsorships.
Specialising in UK and EU markets, The Tribes will focus on brand activations, partnerships with festivals and large-scale events, content creation, influencer engagement and amplifying messages across their social networks.
We have an amazing team of writers who produce world class content for the very best music sites in electronic music
Alex Jukes
The Tribes manages dozens of social pages in electronic music, including Techno Germany, Tech It Deep and Techno Bible, with a combined reach of 12 million followers. The company can drive ticket sales with video content targeted at users.
“I think this is the natural extension to what we do at Data Transmission,” said Farmer. “Being able to combine with other websites/blogs and influencers to offer a wider reach to a piece of content is essential. Doing that with The Tribes, we can also unlock potential new clients for the both of us. It's about working with a brand to get them exposure through our websites, or our combined contact base, to offer a real return on investment.”
Jukes added: “Nowadays, in the digital world, content is king. That’s why we decided to bring this all together under one roof. We have an amazing team of writers who produce world class content for the very best music sites in electronic music, and so make perfect partners for lifestyle brands who want to spread their message further."
The Tribes is behind a network of digital communities and online magazines and influencers; it claims a combined reach of more than 40 million people across the music and lifestyle sectors. It has worked with festival clients including Awakenings, Movement, Printworks, Epizode Festival, The BPM Festival, Resistance, Camp Festival, Cocoon in the Park and The Ark Cruise.
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