Remember that 90’s song ‘Music is the answer’ by Celeda? It’s only after I started working at Music Moves in 2022 that I truly understood the meaning of the title. The healing power of music most probably ís the answer to many of our problems. Especially for people in vulnerable positions. That’s why Music Moves developed a nationwide program that offers hundreds of music lovers the opportunity to develop their talents, contribute to society and meet new people. Eventually they al organise an event for people that you usually don’t see on a dance floor. Powerful stuff!
As head of Marketing and Communications I was responsible for all brand activities in 2022. The main question was: ‘How do we attract adolescents that want to develop their talents and organise an event for others?’ Following a ‘See-Think-Do campaign model’, I helped to build nationwide awareness and activated young music lovers to sign in. The campaign reached 300 adolescents that organized 50 events all across The Netherlands. During the year I also led a team of 2 creatives and oversaw all communication during the program.
Evaluation of last year’s program pointed out that adolescents didn’t completely understand the context of the program during the previous campaign. I used that insight to invite ex- Movers and people from the community to play in this year’s brand film. After all, who can tell the message of Music Moves better than the community itself? The campaign launched in May an consisted a of a brand film, social assets, photography and interviews.
I also developed and hosted a series of Instagram Live talks with ambassadors and people from the community to discuss the impact of music. Socially engaged artists like Pjotr and Vessbroz contributed to the content reach and helped us push sign ins of the program. Due to the ongoing social media strategy the Instagram account of Music Moves grew with 20% procent in 2022.
