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This Is Soho presents... Independent Label Market

This June, Sister produced and launched a free, multi-venue music and culture festival across Carnaby and Soho, Soho Music Month. Read more here. 
As part of the programming of this month-long campaign, Sister collaborated with Independent Label Market to curate a one-off event to celebrate women in music and the local Soho community. 
Saturday 16 June saw the first ever all-female line-up from Independent Label Market - with vinyl stalls hosted by independent record labels which are founded or run by women.


Sister also partnered with local community radio station, Soho Radio who broadcast live from the market with a program of fierce female DJs. The broadcast included interviews and music from the participating vinyl traders and label founders.
These successful partnerships also saw pre-promotion for the event across their digital platforms and social channels, reaching a wide but relevant targeted audience.


The supporting PR campaign resulted in 56 pieces of coverage with a media reach of over 94 million across print and online media.

Highlights included BBC Radio 6 Music, BBC Radio London, Grazia, ELLE print and online, Time Out London print and online, Stylist, London Evening Standard print and online, GQ online, London In Stereo print and online, Londonist and Music Week. 

The event was supported through media partnerships with Evening Standard, Time Out and @London. A 1-minute event video was produced on @London’s Instagram channel to an audience of 2.1million, resulting in 43,456 views.

We also worked with two targeted, London-centric female-empowering influencers to pre-promote the day to over 30k followers.​​​​​​​

This Is Soho saw increased organic engagement including from participating labels, DJs and influencers such as Seahorse Music, Dig Vinyl, Brownswood, Skinny Pelembe and Independent Label Market.

Whilst the event itself attracted influential attendance including press attendance from Elle, Secret LDN andworld renowned DJ Giles Peterson. Over the entire campaign, we gained an increase of +23% in the @ThisIsSoho social media footprint.


This free community event was brought to Berwick Street Market with the help of Westminster City Council and helped to drive footfall to the street market while celebrating the culture, lifestyle and music in Soho.
The campaign successfully delivered against the objectives of raising awareness, supporting tenants and local community, driving footfall and increasing engagement across social, alongside generating data capture to grow This is Soho digitally.