May is Worldwide Bluegrass Music Month

In celebration of May as Worldwide Bluegrass Music Month, IBMA members and industry reps may want to use tools from the new “Discover Bluegrass” marketing campaign to tell the bluegrass story. Discover Bluegrass was created to inform the bluegrass consumer about the music and where to find it, and to help broadcasters and retailers identify those consumers and convey the values of the genre.

The campaign spotlights the characteristics of the music---the roots, soul, joy, realness and artistry. These qualities have propelled bluegrass into the forefront of American roots music over the past few years. The objective of the slogan and themes is to convey a consistent set of values that bluegrass truly possesses which attract audiences, create loyalty and enhance awareness of what makes the music original and unique.

The following resources are available for your use in promoting bluegrass this month, and year-round:

• Discover Bluegrass Logos – Camera ready logos for use in member promotional material, printed pieces and websites. Also available for online usage in hi-res and lo-res jpgs upon request.
• TV PSA’s – Several :30 second video spots on Beta/VHS format or via email in Quicktime
• Discover Bluegrass Press Release – One page description of campaign including purpose, items available and stated objectives.
• Discover Bluegrass Marketing Brochure/Folder – 4 color folder with promotional information for marketing presentations.
• Discover Bluegrass Website – A central source of information promoted in the campaign with links to various bluegrass related websites and businesses. Link to and visit www.discoverbluegrass.com
• Discover Bluegrass Themes – One page listing the values of bluegrass which members are encouraged to reinforce in their own promotions….roots, artistry, soul, joy and what’s real.
• Quote Sheet - One page of media/press quotes on bluegrass music and the industry
• Bluegrass Consumer Information and Market Research -- Detailed worksheet including new 2002 Simmons Market Research data on the bluegrass consumer.

Public service announcements for radio are being developed and should be ready before this summer. For more info about the Discover Bluegrass campaign, contact Marketing/Public Relations Director Shari Lacy at 1-888-GET-IBMA, or shari@ibma.org.

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