THE CHALLENGE
With more than 50 international music awards throughout his career, Vince Fontaine’s writing and performing history is highly decorated. His newest project, Indian City, looks at contemporary Canadian issues through the Indigenous lens. His recent album sprung from ongoing conversation surrounding treatment of the environment, support systems for mental health, and the inquiry into Missing and Murdered Indigenous Women and Girls. As his music provides such poignant commentary on social issues, a press campaign was vital to connect his new music to existing conversations in Canadian and international media.
THE SOLUTION
While determining singles to be released on the new album, Here & Now, the conversations happening in the media at large were examined. As Vince has a primary mandate to add his voice to these conversations, the communication was tailored to add commentary to these issues.
THE IMPACT
As a direct result of the two-year campaign, Vince Fontaine received more than 25 media hits including two live national broadcasts and interview opportunities on five American radio stations. With sensitive subject matter, there is always an opportunity for negative spin, but with verifiable facts and an authentic voice presented, Vince Fontaine and his project Indian City were consistently presented in a positive light. Album sales for his projects increased by 15 % as a result of this campaign. The press campaign highlighted Vince’s new project and supported headlining performances at the New Orleans Jazz Festival, 2015 Canada Winter Games and Canada Day on Parliament Hill.