Microphone Check Live Event

NPR MUSIC MICROPHONE CHECK TOUR
Hip-Hop’s Greatest Stories,
Told by the People Who Lived Them
2
“NPR has slowly but surely become a go-to destination for some
of the dopest hip-hop around.” – Hot New Hip Hop
Washington Post
“NPR Music is aggressively expanding
its coverage into hip-hop and R&B. And
it’s working. Just one week after TPain’s Tiny Desk visit, the performance
had been viewed on YouTube more than
5 million times… … [Frannie Kelley’s]
knowledge is encyclopedic and her
quiet enthusiasm is undeniable. Sit her
next to a member of one of the most
important rap groups of all time and
watch the rapper in the interview chair
spill his guts”
The Urban Daily
Creative Loafing Atlanta
14 Twitter Accounts Every Hip-Hop Head
Should Follow
“[Microphone Check] has developed a rep for
attracting hip-hop's best and brightest — from
rarely heard icons such as Nas, Andre 3000,
and Hank Shocklee to rising enigmas including
Earl Sweatshirt, Freddie Gibbs, and Terrace
Martin. The show’s hook is an extended
interview format as intimate and thoughtful as
the measured tones in which its co-hosts tend to
speak. With the intelligence that listeners of NPR
have come to expect, [hosts] Frannie Kelley and
Ali Shaheed Muhammad are covering ground
totally unexpected at public radio.”
“Don’t sleep on NPR! ‘Microphone
Check’ is your stop for EVERYTHING hiphop. With weekly chats and contests for
access [to] shows, they engage with their
followers endlessly. Plus, their exclusive
interviews are worth checking out.”
Sources: 1. The Washington Post (November 2015) 2. The Urban Daily (August 2015)
3. Creative Loafing Atlanta (May 2015)
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NPR MUSIC MICROPHONE CHECK TOUR
With Ali Shaheed Muhammad of A Tribe Called Quest and music journalist Frannie Kelley at the helm, NPR Music’s
Microphone Check program has become an essential part of the Hip-hop community, turning out an anthology of in-depth
interviews with the driving forces of the genre. It’s live events have sent ripples through the industry too. As OkayPlayer put it
following a panel in New York:
“From the accounts of industry insiders to the questions from journalists and lifelong fans it became abundantly clear as the
conversation wrapped that none of the people in the room were ready for it to end.”
Now, with the attention of fans, artists, industry leaders and critics, Microphone Check is paying visit to some of the most
storied, influential cities this music has ever know: Los Angeles, Oakland, Miami, Houston, Detroit, Philadelphia, New Orleans
and Atlanta. The events will feature nationally-recognized artists and talented voices coming up in each market for a
singular night of Hip-hop storytelling and performance.
Attracting an audience of Hip-hop enthusiasts, tastemakers and professionals, this tour connects supporting brands with a
devoted, young audience, amplified through partnerships with local NPR stations and their engaged communities.
Microphone Check co-hosts Frannie Kelley (l) and Ali Shaheed Muhammad (r)
with Atlanta hip-hop producers Ray Murray, Rico Wade and Sleepy Brown – known together as Organized Noize
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MICROPHONE CHECK
Hip-hop Leaders. NPR Storytelling.
 Experience the storied Hip-hop genre with renowned DJ and producer
Ali Shaheed Muhammad of A Tribe Called Quest and NPR Music
journalist Frannie Kelley
 Microphone Check brings the full breadth of Hip-hop music - old school
classics to current favorites and artists on the rise
 The podcast features interviews with established and emerging artists,
producers, and kingpins in the Hip-hop industry
 Past Microphone Check live events have included:
–
–
–
–
Live discussion with Atlanta production trio Organized Noize and
their partners, including Big Boi (Outkast)
On-stage interview and DJ set with Mannie Fresh
Meetup for Kendrick Lamar’s latest album release,
To Pimp A Butterfly
“The Stories of Notorious B.I.G”: Storytelling and discussion with
Biggie’s childhood partners and mentors; Hubert Sam, Matty C,
and Donald Harrison, Jr.
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MICROPHONE CHECK TOUR
Events Activation Engaging Hip-hop Fans & Leaders
New opportunity to align with the first-ever Microphone Check city tour, presenting up-close
conversations with leaders in the Hip-hop industry.
Potential markets and artists for the eight-city Microphone Check tour include:
 LOS ANGELES – Kendrick Lamar + Kurupt
 PHILLY – Kool G Rap + Meek Mill
 OAKLAND – Too Short + Lil B
 NEW ORLEANS – Mystikal + Weebie
 MIAMI – Uncle Luke + Betty Wright
 ATLANTA – Ludacris + Da Brat
 DETROIT – Royce Da 5’9 + DJ Premier
 HOUSTON – Slim Thug + The Outfit, TX
“Hip-hop is the most listened to genre in the world, according to Spotify analysis
of 20 billion tracks.” – The Independent
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MICROPHONE CHECK TOUR
Cross-Platform Media Activation
NPR Music’s Microphone Check events offer freewheeling, live discussions
in a smart educated context for diverse Hip-hop audiences
Microphone Check Tour Video Series
 One (1) video per interview (approximately 10 for the series) that will be
featured and distributed via NPRMusic.org, Microphone Check social
and NPR Presents hub
Podcast
 Each event will be taped and distributed as an episode of the
Microphone Check podcast. Sponsor will be recognized through pre-roll
Radio
 Ticket giveaways and promotion on partner radio stations in market
 4-6 adjacencies around Microphone Check or NPR Music stories on NPR
Newsmagazines, including All Things Considered or Morning Edition
Social Media
 Social engagement via NPR Music, NPR Hip-hop and NPR Extra
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DYNAMIC SOCIAL ENGAGEMENT
@JColeNC Just thought I’d let you know that I think your most
recent interview with @NPRHipHop changed my life
Thank you @nprhiphop for the conversation with @organizednoize
@terminalwest ! #ATLMusic #Legends #Outkast
Next Monday @nprhiphop comes to #ATL for a ridiculously cool
event with Organized Noize (@therealONP).
@NPRHipHop I’m listening to this @vincestaples interview and
damn you all did a GREAT job on this.
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MICROPHONE CHECK TOUR SPONSORSHIP SUMMARY
Sponsorship Activation
Activation Details
NPR Music’s “Microphone
Check” Tour
 Eight (8) live NPR Music / Microphone Check events held in Los Angeles, Oakland, Miami, Houston,
Detroit, Atlanta, Philadelphia, and New Orleans. The events will feature Microphone Check hosts
Frannie Kelley and Ali Shaheed Muhammad (A Tribe Called Quest) along with well known Hip-hop
artists and local rising stars from each market.
Event Content
 Video content produced by NPR for distribution on NPR Music.org and NPR Presents hub and available
for embedding, via NPR’s player, on sponsor’s digital platforms. Any event content created would
include logo recognition for sponsor or video pre-roll (maximum of 10 videos).
Onsite Brand Alignment
 Recognition of sponsor in event collateral, signage and co-branded event giveaway. Sponsor may also
deliver a welcome message before the event.
Social Media Activation
 Event promotion and sponsorship recognition in NPR Music, NPR Hip-hop and NPR Extra social media
channels, including Instagram, Twitter and Facebook
Ticket Packages
 Set # of tickets made available to sponsor for VIP entertaining or distribution to sponsor’s networks via
their website or social media channels
NPR Presents Online Hub
 Recognition on NPR Presents digital hub, including digital banners and clickable logo
On Air Adjacencies
 Four (4) to six (6) on air adjacencies around NPR Music / Microphone Check content on NPR’s
newsmagazines, such as Morning Edition and All Things Considered
Microphone Check
Digital Media
 Sponsor recognition in Microphone Check content on NPRMusic.org and podcast. Opportunity to scale
this media package to include broader presence on NPR Digital, NPR Podcasts or on air.
Total Package Price: $150,000
NPR MUSIC: A MEGAPHONE FOR MUSIC DISCOVERY
Aligning a Sponsor with its Target Audience
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“A serious contender for the ears and eyeballs of music lovers
on the Web.” –Wall Street Journal
3.1M
unique monthly visitors
37.9M
monthly pageviews
26%
YOY growth in users
Photo credit: Adam Kissick for NPR. Source: Google Analytics, 3-month average, March – May 2016.. YOY growth: Jan – Dec 2013 vs Jan – Dec 2014.
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A POWERFUL PARTNER ACROSS PLATFORMS
Sponsorship announcements
in NPR Music podcasts,
including Emmy-nominated
and Webby Award-winning
program All Songs
Considered and hip-hip
program Microphone Check
All NPR Music blog and story
pages provide an optimized
experience on desktop, tablet
and mobile platforms and
support IAB Rising Star units
NPR Music produces highquality live events offering
brands dynamic sponsorship
opportunities to reach
engaged audiences
New NPR Streaming Audio Player
features a custom, responsive
display companion that animates
in sync with audio creative
300x250 or 300x600
creative, or Main Stage
roadblock, with only one
sponsor per page, and
pre-roll for video and audio
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CORE NPR MUSIC FANS
Attracting a Younger Audience Online
Age
 The median age of
the core NPR Music
site visitor is 31
 91% of core NPR
Music site visitors are
21 or older
 50% of All Songs
Considered podcast
listeners are under
age 35*
25-34
41%
21-24
12%
35-44
18%
45-54
12%
Under 21
9%
55+
9%
Base: 339 Core NPR Music Fans on NPR.org/Music. “Core fans” are NPR Music fans/users who selected “indie” as one of their favorite types of music.
*Source: NPR Podcast User Survey, September 2015
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REACHING ACTIVE MUSIC FANS
43% of core NPR Music Fans see live music at least once a month
Frequency of Live Music Attendance
Never
2%
Less than every three
months
23%
6+ times/
month
8%
3-5 times/month
14%
At least once every 3
months
33%
1-2 times/month
21%
Base: 574 NPR Music Fans surveyed via NPR Music’s Facebook page, Twitter, and Tumblr who selected “indie” as one of their favorite types of music.
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A DESIRABLE AUDIENCE
NPR.org users are:
132
NPR.org users
AFFLUENT
Household income $100,000+
Total online audience
119
TALENTED
Play in a band or musical group
113
CREATIVE
Purchased music CDs or
vinyl/records in last 6 months
0
20
40
60
80
100
120
140
Source: comScore Plan Metrix, 3-month average , April-June 2016, Composition Index, U.S.
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A THRIVING AUDIENCE ON NPR.ORG
Engaging Young Audiences Around Music
NPR.org users:
25.5
NPR.org users
Total online audience
 30% are 18-34
average age of attendees
at the First Listen Live
with Miguel
 23% visit social media sites daily (index 346)
 48% share personal experiences on social media (index 112)
 41% own at least one digital music player
 Listen to 21-30 audio streams in an average week (index 155)
30
Microphone Check website
users median age*
 19% frequently advise others on music
43%
of core NPR Music fans
see live music
at least once a month
Sources: comScore Plan Metrix, 3-month average, April-June 2016, Composition Index, U.S.; *Google Analytics, 3-month average, May-July 2015
CONTACT:
NPR Sponsorship
sponsorship@npr.org
202.513.2093