We're in the business of different.
Since 2008 Different Drummer has helped nearly 100 entertainment clients transition to a smarter, more nimble, and more effective audience and distribution strategy.
Major motion and indie films to top television shows, best-selling books to chart-topping bands. Content creators call us when they need new thinking and better execution.
Here is the reality: nothing is working like it used to. The marketplace is more cluttered than ever. Content size and style is changing at a head-snapping speed. Audiences have never been more fragmented and sophisticated. Awareness is not enough. Publicity doesn't drive sales. Social media is riddled with smoke-and-mirrors. Traditional delivery systems are breaking down.
The good news is that in no other point in history has success been more possible — but it takes a different approach.
The acquisition, activation, and acceleration of fans and audiences to do one thing at the same time — seeing a movie on opening weekend, attending a concert, buying a book, supporting a cause, watching a show.
The eventizing of content through alternative platforms, including live theatrical events, streaming, and data-and-demand-driven platforms.
The creation and execution of custom entertainment solutions for monetizing content and building brands.
Different Drummer's executive team is located in NYC and Los Angeles with regional support throughout the country, including Atlanta, Nashville and Chicago. Before Different Drummer, our team's experiences include:
♦ VP of Strategic Partnerships and Outreach, Anschutz Film Group/Walden Media
♦ Director of Communications, National Endowment for the Humanities
♦ Director of Marketing, Metanoia Films
♦ Author, Upended
♦ Founder, NY and NC charter schools
♦ Executive, Edison Schools
♦ Board of Regents, University of Pennsyvlania
♦ Executive Vice President Wilberforce University
♦ Associate, National Geographic Society
♦ Production, Alpha USA
♦ Digital Operations, Uproar Records
♦ Operations , The EverMay Society
♦ Staff, NAACP
♦ Chief of Staff, U.S. Congress
♦ Press Secretary, U.S. Congress
♦ Founder, Brewing Culture arts group
♦ Nominated, CNN Soundbite of the Year
♦ Honored, Vital Speeches of the Day
♦ Masters, Social Marketing
♦ All-American athlete
♦ Manager of Communications, National Association of Broadcasters
♦ Marketing and Outreach, The Passion of The Christ, The Chronicles of Narnia, Polar Express, United 93, Rocky Balboa, Expelled
♦ Founder, Brewing Culture
♦ Author, The Revolutionary Communicator
♦ Producer, award-winning short film
♦ Commercial production, Coca-Cola, Turner Classic Movies, TNT, TBS, Arby's, and U.S. Army
♦ Web producer and Ad Sales, Christian music and media companies.
Unconventional, by Different Drummer's definition, means no two projects are every alike. And that's a good thing: cut-and-paste strategies don't work. You don't scale different. It demands you question every assumption, throw out every expectation, rip up the playbook, and find the path that will work best for this content at this moment for this audience.
Rest assured, different doesn't mean risky. Risky is doing the same thing that everyone else is doing but expecting different results. Our proven and talented team of experienced professionals know how to deliver.
♦ A client has a need for a different solution. Things aren't working. Or the project is unique.
♦ We architect and execute a comprehensive, coordinated, and compelling campaign.
♦ We get to work on Day One and don't stop. All-in and all-out.
♦ We work seamlessly with clients and their structures, plans, and teams.
♦ We deliver under-budget and on-time.
♦ We show impact and results — true measurables, real numbers.
♦ We help our clients look good and find success.
♦ And they come back again and again.
♦ Digital and social management
♦ Influencer activation
♦ Word-of-Mouth screenings
♦ Cause Placement ™
♦ Affinity audience online and offline outreach
♦ Marketing partnerships
♦ Creative and art design
♦ Live theatrical event producing
♦ Demand-based distribution platform
From Disney to Pixar, ABC TV to Participant Media, Warner Bros Music to Fox Searchlight, indie artists to indie films, publishers to social causes, for more than five years we've helped clients big and small across multiple genres and categories.
♦ A promotional and cause-related tie-in with a major motion picture that generated significant earned media, placement, audience activation — and the collection of more than 105,000 pairs of socks for the homeless.
♦ A live NYC author event that sold 800 tickets and produced 247,000 unique live stream views of the book launch, propelling the speciality book to the top of the charts and onto the cover of Time.
♦ The largest live theatrical event in history with nearly 110,000 tickets sold, grossing more than $1.23 million in box office from a single showing, and selling a record-number of DVDs.
♦ A proprietary audience call-to-action platform that led to more than 200,000 unique pledges in three weeks.
♦ The distribution of an indie rockumentary film into 25 markets where it outperformed major studio releases at the box office.
♦ An outreach and digital campaign that launched a prominent author to top of the bestsellers list, where it remained for seven straight weeks.
♦ A comprehensive audience mobilization strategy for movies and shows including: The Tree of Life, Life of Pi, Secretariat, Secret Millionaire, Beasts of the Southern Wild, Tangled, The Odd Life of Timothy Green, Extreme Makeover: Home Edition, Brave, Waiting For Superman, Chasing Ice, Mirror Mirror and dozens more.
♦ A publicity and outreach campaign that gave a new network show the best mid-season premiere in three years.