Who is your client? What are its media goals?
Kelly Urban: Akai Professional is a leading provider of equipment and technology for remixers, producers, and DJs in the hip-hop industry. Its media goal, in this case, was to raise awareness for its brand new MPC5000, which features a synth and beat sampling engine that is the culmination of 20 years of engineering.
What made Remix such a good hit for the company? How did you pitch the reporters and editors there?
Urban: Remix is one of the most important magazines in the hip-hop industry... Remix's readers are the perfect demographic for Akai's products. We already had relationships with the Remix editors, and had previewed the MPC5000 for them at a music industry trade show earlier in the year. We came back to them in April, offering them the exclusive first review of the MPC5000. They quickly agreed and assigned one of their top reviewers, a woman who goes by Stoni.
In addition to providing a sample, what other information did you provide to help clinch this placement?
Urban: This was a straight product review, so we did not have to set up any interviews, but we did provide detailed product specifications and other background information. We also worked with Remix on a photo shoot that featured well-known rapper Busta Rhymes holding the MPC5000.
What was the impact of the hit?
Urban: The picture of Busta Rhymes on the Remix cover under the tagline "institutions of hip hop" [gave] the MPC5000 instant credibility. Akai's sales force has been showcasing the great review when they talk to retailers.
Name: Kelly Urban, VP at Formula Public Relations (New York)
Placement: Remix, August 1
Pitch timeline: Four months