T L W.

Through research of the market, I came across only one other event that provides both online streaming viewing and real-life audience attendance. Our event unlike Boiler Room is based in Birmingham and is for Birmingham. Primarily the creative women of Birmingham. Our goal with this event is to draw attention to the lack of female presence within the music industry. By creating a female only online event, we are beginning to break the stigma ­surrounding women in music and using social media as a platform to reach not just Birmingham but the rest of the world.

The concept of the Male Gaze is still very much in play when it comes to women in the male dominated music industry. We are still being viewed as objects of desire, to be seen and not heard all the while being sexualized in music videos and lyrics, but recently women all over the world of all ages are beginning to collaborate on girl only events, forming safe spaces for girls a-like to come and express their creativity without fear of being seen as minorities and just as equals.

We need to join the fight for inequality, although we are the second city we are seriously lacking all female events and creative spaces for musicians and artists. Through this we aim to up the awareness of these issues in the city by 40-60% relying on feedback from attendees and viewers pot event. In the follow up of the event we hope begin to create more opportunities for these creatives through live events and shows.

From research taken the target audience for our event is primarily aimed towards young girls/women aged from 18-25, located in and around the city centre and urban areas (eg, Digbeth and Selly oak). From interviews and surveys taken, their interests lie in the arts and music. They consider themselves to be ‘edgy’ and up to date on current trends and events going on in the city and also have a keen interest in the role of feminism in our current culture. This person’s role in the success of the event is crucial as they keep their social media up to date daily/weekly and enjoys posting about where they are and what’s new, giving us the word of mouth publicity we desire. They also enjoy reading style and lifestyle magazines to keep them up to date with the trends that are going on around the world, magazines such as: Vice, Dazed, i-D, Oh Comley, Creative Review and Tank.

The 8th March stands as international women’s day, giving us the advantage of being an event that could gain a lot of publicity due to the unique choosing of the day and to be on a list of events that could possibly be going on in and around Birmingham. After the event, all social medias will be tracked to see if any hast tags were created/used in relation to the event or client. Trending keywords will also be checked.

Another way we will check the effectiveness of the event is the percentage or views and hits to the site that have been recorded since the launch. On Facebook and Instagram, we would like to see a rise in the number of followers and likes on the posts. To gain at least 1,000 likes and 100 views, as listed in the objectives. For marketing the event, 5-4 weeks prior to the event marketing packages will be given out to retail outlets and some venues around Digbeth. Packages will also be handed out to various university campuses primarily Margaret street art campus and the conservatoire in Birmingham.