Dr. Martens celebrates the end of #STANDFORSOMETHING European tour with mini-documentary featuring headliners Pulled Apart By Horses
Footwear brand Dr. Martens has marked the end of its #STANDFORSOMETHING European music tour with a mini-documentary featuring Pulled Apart By Horses who headlined the five country tour.
The film, which features on the Dr. Martens YouTube site, features interviews with band members and footage of the tour which built the brand’s association with music through the #STANDFORSOMETHING platform.
Throughout September the tour visited Paris, Hamburg, Copenhagen, Stockholm and Amsterdam with Pulled Apart By Horses launching their new album to coincide with the tour.
Simon Jobson, international marketing director of Dr. Martens, said the six-minute long film “captures everything we look for in our music strategy – authentic venues and bands, energetic performances, product and real atmosphere”.
He added that the tour also showed the brand’s commitment to “helping the music industry” and “opening up opportunities to artists who can benefit from our support to accelerate their careers.”
Phil Canning, from Pulled Apart By Horses’ management team Brontone, deemed the tour “perfect for the band in every way” as with the launch of their third album, Blood, “the timing could not have been better”.
Canning commented: “As ever when breaking through into new markets budgets rarely stretch far, so the tour support, booking, logistics, catering, PR and marketing provided by Sonic and Dr. Martens let the band focus on their performance and new material. An ideal partnership in every way from our industry perspective. The commitment, care and attention to detail was really appreciated by the band as was the rolled up sleeves approach taken by everyone involved.”
Founder and CEO of Sonic, who managed and produced the tour, Rupert Vereker remarked: “Working with media titles and PRs across five countries simultaneously, with a reach of over 30m, we delivered a campaign that exceed all our objectives and is captured in every way in this new documentary style film. I defy you not to be moved by it.”
Sonic is now producing a UK #STANDFORSOMETHING tour that will visit Edinburgh, Cardiff, Liverpool, Birmingham, Newcastle and London with bands including Funeral for a Friend, Eagulls, We are the Ocean and Tonight Alive to play venues during October, November and December.