How Tone Deaf Became Australia’s #1 Music Publisher

How Tone Deaf Became Australia’s #1 Music Publisher

The Brag Media’s music title Tone Deaf is now the number one music publisher in Australia, reaching 5.43 million Australians per week. B&T spoken with The Brag Media CEO Luke Girgis (pictured) to find out more.

Can you tell us a little about some of Tone Deaf ‘s work?

Tone Deaf is a music publisher that is a content marketing lead for brands and the music industry who want to connect with music fans.

Few people know this but a recent Repucom study placed music as the Number 1 leisure interest of the millennials generation.

This is a seismic shift from TV dominated previous generations.

Our work places equal emphasis on engagement and reach [Tone Deaf receives more than 13 million likes, comments, click and shares per week].

We believe it doesn’t matter how many people have seen an ad where display has rendered or pre-roll run if it’s just wallpaper, no possible way to truly engage.

This is why we talk about “engaged reach” with all our work and partners.

How does Tone Deaf differentiate itself from other publishers?

Unlike other publishers, we have a very active role within our industry.

We work daily with record labels, promoters and management.

These relationships aren’t simply transactional, they are symbiotic where value is being shared in both directions.

We don’t just carry news for the music industry, we are a part of it.

Why do you think Tone Deaf’s content has resonated so well with audiences?

Two main reasons:
1. As I said music is the number one interest for millennials, and Tone Deaf is one of the few publishers who are “all in” on this category so naturally Australians are gravitating to us.

2. We publish a combination of editorial, content marketing, memes and original video content. We have the same approach with all things we publish, that is, we ask ourselves, “Will music fans react to this? Will it drive shares, debate or conversation?” If the answer is yes, we publish, and it seems to be working.

What is some of the feedback you have received from artists that you’ve worked with?

Here is a testimonial we had from one band we worked with (Polish Club, who are this week’s Triple J Feature Album).

“It was refreshing to work with a publisher who wanted a partner with us on a content strategy, not just take our money for banner advertising.

“It was a four-month project that resulted in an increase in social numbers, engagement levels and helped drive ticket sales.

“We loved the fact they had a staunch focus on content their audience wanted to read and watch but were still accommodating to the type of content the band wanted to make and how they wanted to be perceived,” Quincy, Artist Manager.




Please login with linkedin to comment

Music publisher Tone Deaf

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]