The Understanding of Music Seminars
After years of applying traditional methods for advertising, the Understanding of Music Seminars decided it was time for testing new ways to attract people to its educational offering. Working with Conscious Agency allowed them to apply data-driven techniques and hyper-targeting to reach the right people and, staying within expected cost margins, they increased the attendance levels and got incredibly valuable information for further events.
The Understanding of Music Seminar (UMS) is an educational initiative created by the English recording artist, producer and composer -in addition to a passionate educator- Duncan Lorien. The seminars aim at leading people through the understanding of the music path.
Step by step, they help learn about subjects such as naming notes on the keyboard and the guitar, playing scales and chords without having to use memory, the basics of improvisation, reading and playing music notation, singing and songwriting. In 3-days seminars that are held around the world, they teach how to read, play and write music. UMS has been running events across Australia and New Zealand for the last 20 years.
Over 25,000 graduates on five continents have now experienced the magic and fun contained in these seminars. Music is a language and Duncan Lorien has discovered the way to show anyone how to understand and communicate it.
Publicity has been always done through traditional advertising, newspapers, posters and magazines. However, the APAC promoter started to think about using new methods of advertising. The problem was the old methods had worked for a long time and they couldn’t afford to switch and fail.
In order to test new ways of communications, they were referred to Conscious Agency (CA) by a client who had been working with the growth agency driven by Thomas W. Green for a long time.