CAMPAIGN Rooster uses ‘guerilla tactics' for latest band

How do you get The Krak on the musical map? Graham Clarke of Rooster Management found out...

The Krak: became the first band ever to play a gig aboard the Orient-Express
The Krak: became the first band ever to play a gig aboard the Orient-Express

Campaign: The Krak
Client: Rooster Management
PR Team: Awsum PR
Timescale: April to June 2007
Budget: Undisclosed

Clarke has been in the music business a long time, and he knows more than most how difficult it can be to get attention for a new band. For his latest signing ‘The Krak’, Clarke decided to try a new approach and appointed Awsum PR to put The Krak on the musical map.

To raise the profile of new band The Krak. To attract the attention of the music industry and get record labels interested in seeing the band play and signing them up.

Strategy and plan
After talking to the band’s manager, Awsum PR decided to try to follow the example set by The Libertines – a band that became known for having a ‘scene’. The idea was to establish a small core following by playing at tiny venues in London. Gigs were advertised via the band’s MySpace page ( and this was designed to generate a ‘buzz’ about the band because the venues would then be crammed to capacity with the band’s fans.

Awsum PR also came up with ‘Krak On’ – a monthly night down at The Krak’s rehearsal rooms (Rooz Studios in Old Street) to showcase new bands.

Now on its fourth night, what started as a ‘half full party of mates and musicians’ has grown into a recognised night, with new bands contacting the band through the MySpace page asking for a slot on the bill.

Awsum PR then organised a series of ‘guerrilla gigs’ in unusual locations that would capture the spirit of the band and gain them maximum exposure in the media.

The campaign was planned in three stages, with each stage designed to be more newsworthy than the last.

First, the band took to the stage in the Rockit clothes shop on Brick Lane. The resulting press coverage of the gig attracted the attention of celebrity party planner Nick Ede, which led to Awsum PR securing the band a performance at Nick’s celebrity-filled rooftop birthday party.

Stage two was the ‘ultimate guerrilla gig’, or in this case the ultimate ‘gorilla gig’, with the band playing to visitors and residents of the gorilla enclosure at London Zoo.

The final stage of the campaign saw The Krak becoming the first band ever to play aboard the Orient-Express.

Despite the drummer being struck down with appendicitis and a replacement having to be drafted in at the last moment, the gig provided an excellent photo opportunity, with the band crammed into one of the train’s opulent art deco carriages.

Measurement and evaluation
The campaign, and particularly the Orient-Express stunt, generated coverage in OK! and The Daily Star. It was also picked up by broadcast journalists, getting two feature news slots on BBC and a piece on ITV News.

The Krak recently signed a publishing deal with Blue Karoo Publishing, headed up by former MCPS-PRS Music Alliance director Sharon Dean, and earlier in the month the band were approached by Not On Your Radio Records.

The label’s head of A&R Dave Robinson said: ‘I noticed them in the press so I checked out their MySpace page. I really liked their songs – that led me to a gig and after that I was sold.’

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