The NPR Music Tiny Desk Goes on Tour with Lagunitas Brewing Company
The first ever NPR Music Tiny Desk Tour came to a close earlier this summer, and the 10-city series was jam-packed with performances by local musicians, panel discussions featuring All Songs Considered host Bob Boilen, and the showcase of Tiny Desk Contest winner Gaelynn Lea. Sponsored by Lagunitas Brewing Company, the tour kicked off in April shortly after Lea’s Tiny Desk performance at NPR’s Washington, DC headquarters. Touching down in cities from New York to Portland, the 10-city tour was a successful showcase of local musicians and the partnership between NPR Music and Lagunitas who – above all – share a love for great music.
…a lively, fascinating exploration of the universal, yet personal nature of music.
–KRCB on the NPR Tiny Desk Tour
Creating a Music Community Around the NPR Music Tiny Desk Tour
It all began with NPR Music’s 2015-16 Tiny Desk Contest. Incentivized by the opportunity to perform at Boilen’s famous desk and tour the country with NPR Music and Lagunitas, over 6,000 musicians submitted original music videos to NPR Music. Though the Contest names only one winner, many entrants are featured on the NPR Music YouTube channel and Tiny Desk Tumblr page.
Eventually the Contest panel chose Lea, who along the Tour had the opportunity to perform in front of crowds of fans and alongside local artists who also entered the Contest. These performers showcased their work for their communities and for an additional 41,000 viewers that were watching the concerts via Facebook Live on the All Songs Considered Facebook page.
It’s funny, as soon as the word NPR comes up, everybody’s like, ‘Oh yeah, I’m down.’ It’s like a secret key.
Jay Meyer of Le Trebuchet, Arizona Daily Sun
The NPR Music Tiny Desk Tour kicked off in Philadelphia with NPR Member station WXPN, moving then to Brooklyn for a special event heard on NPR’s Ask Me Another. The Tour made its way down the West Coast, with stops in Seattle and Portland before entering Petaluma, CA, home of the Lagunitas Brewing Company. Lagunitas’ spacious brewery doubles as a performance venue and hosted a stop along the Tour. NPR Music and Lagunitas rounded out the Tour in three major music cities: Los Angeles, Nashville and Austin.
Crafting a Partnership with Lagunitas Brewing Co.
Lagunitas was prominently recognized as the exclusive sponsor of the NPR Music Tiny Desk Tour. In addition to discovering new, local music, concert goers experienced the Lagunitas brand through a pop-up photobooth with vintage polaroids, sandstone drink coasters and bars stocked with Lagunitas’ signature craft brews.
Each venue was decorated with custom NPR Music and Lagunitas posters, banners and a standout collateral table. Tiny Desk founder Bob Boilen gave Lagunitas a warm, on-stage shoutout, thanking the brand for their support of local music discovery and giving a platform to rising musicians. The Tiny Desk Tour aligned Lagunitas and NPR Music around both brands’ shared values – a love of music, craft and community.
NPR’s breadth of high-quality music programming has positioned it as a leader in the industry and a proprietor of music discovery, consistently delivering fans with the unique, new content they expect from NPR every piece of reporting and programming. This high standard of programming has earned NPR 3.7 million unique monthly visitors on NPR.org and the loyalty of these audiences resonants in all spheres – sponsorship included.
Like Lagunitas, brands can seamlessly align with NPR across platforms – award-winning video, chart-topping programs, diverse music coverage and dynamic live events.
Learn more about creative activation and sponsorship opportunities with NPR Music here.
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