In 2014 NPR Music launched the Tiny Desk Contest with the goal of discovering under-the-radar musical talent from artists across the U.S. The result: more than 6,000 entries each year, national press recognition and a nationwide 10-city live events tour – all part of an integrated partnership with Lagunitas Brewing Company.  And, the Contest’s first-ever winner Fantastic Negrito won his first Grammy Award in 2017. 

In its second year as the exclusive sponsor of the Tiny Desk Contest, Lagunitas’ music-meets-craft beer ethos was prominently showcased on air, online and through engaging live events to reach local music communities and grow the Tiny Desk Contest brand.

Previewed below, we composed a series of completely custom sponsorship products to weave Lagunitas’ message through the Contest experience. 


Tiny Desk Contest Entry Site

A full takeover of the Tiny Desk Contest Entry site, including prime logo placement and Main Stage banner. 


Tiny Desk Contest Entry Viewer

A sticky banner image that persisted while scrolling through and viewing contest entries.


Tiny Desk Contest Emails

Promotional banner featured in all Tiny Desk Contest e-mails. 


Lagunitas Brewing Company Mainstage

A Main Stage roadblock banner – responsive and interactive.


NPR Music / Lagunitas Halo Mainstage

A Halo/Main Stage custom hybrid banner to include the Lagunitas Brewing Company banner strip with the Tiny Desk Contest promotional messages.


Lagunitas Brewing Company Banners

300 x 600 and 300 x 250 banners presented not only on NPR Music, but NPR.org as well. 


Tiny Desk Contest Halo Banners

300 x 600 and 300 x 250 Halo Unit banners focused on contest links and featuring the Lagunitas Brewing Company’s logo. 


Tiny Desk Contest Tumblr

Sticky logo placement linking to the Lagunitas Brewing Company homepage on the Tumblr page for the Tiny Desk Contest.


Tiny Desk Performace at NPR HQ

NPR Music welcomes Gaelynn Lea to perform as the winner of the 2016 Tiny Desk Contest.

Tiny Desk Contest Happy Hour 1

Photos by Colin Marshall for NPR

Tiny Desk Contest: On the Road

10-City Live Events Tour

In 2016, NPR Music and Lagunitas went on the road in the first-ever Tiny Desk Contest tour. The 10-city events series featured performances by local musicians from the Contest, along with panel discussions led by All Songs Considered host Bob Boilen and 2016 Contest winner Gaelynn Lea. 

NPR Music and Lagunitas traveled across the U.S. to major music markets including New York, LA, Nashville and Austin, with stops at Lagunitas’ breweries in Chicago and Petaluma, CA. More than 2,300 fans came out to the live events, with 310,000 tuning into the concerts online via Facebook Live. On Twitter, the Contest reached 28.5 million users*. 

Download Tiny Desk Contest Sponsorship PDF


Tiny Desk Contest On the Road

Photo credits (top row, l-r): Kyle Dean Reinford, Rebecca Aranda, Alyssa Schukar, (bottom row, l-r) Niki Walker, Joe del Tufo, Quincy Ledbetter


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.

The tour gave local musicians a unique platform to showcase their craft and highlighted the strong partnership between NPR Music and Lagunitas who – above all – share a love for great music.

*Source: Twitter, the number of unique users who receive Tiny Desk Contest posts in their timeline.

NPR's Tiny Desk Contest has become something of a grail for rising independent artists. The rules are simple, and it's about as open and democratic as a battle of the bands can get.

Mic, March 2016

Gaelynn Lea's Tiny Desk Concert for NPR floored me. Knocked me down. I've watched it probably 10 times in the last few days.

USA Today, March 2016

NPR's Tiny Desk Contest winner is a classically trained fiddler from Minnesota. And her music is simply stunning.

Mashable, March 2016