Kirklees Council - Creative Economy Team

The Creative Economy Team is part of Kirklees Council and works to create the conditions for successful, vibrant and culturally active places, where social, economic and well-being flourishes.

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Coverage in target publications

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Key messages included in coverage

The Brief

At the time the spotlight was on Huddersfield on a national and international level, thanks to its football club, Huddersfield Town, entering the Premier League. As a result, the Creative Economy Team within Kirklees Council wanted to lever the opportunity to showcase and celebrate the town’s musical diversity and its world class music on the global stage.

By putting a focus on celebrating community and diversity, we were tasked with unearthing ‘stories’ behind Huddersfield’s music and how it has shaped the lives of people in Huddersfield. The campaign objectives were to generate generating high quality pieces of coverage, to effectively convey the message that the town has a lot to shout about. The project tied in with the Council’s ambitious plans to make Huddersfield a global destination for music by 2023.

Approach

We worked with local organisations and identified stories that encapsulate Huddersfield’s music scene. From interviewing people first hand, we were able to carve out their stories to engage the media across, local, regional and national platforms. Cultures such as sound systems and bhangra, that have a strong heritage in the town, highlighted Huddersfield’s diverse ethnicity.

Emerging performers from the town have been supporting Huddersfield’s campaign to be a platform for launching music careers, having generated some of the world’s leading musical talent, including internationally renowned composers, musicians and singers and creating world class musicians of the future.

We also promoted the message of celebrating new communities being created through the launch of initiatives that support vulnerable groups and minorities, from people seeking respite for mental health issues to women breaking glass ceilings in music technology. Mini campaigns also ran in tandem to highlight how the Huddersfield music community has come together to help the town get the recognition it deserves in the music industry, as well as supporting creative talent.

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Results

Having built up an extensive collection of inspiring and interesting stories, the campaign built huge momentum in the media, generating a number of key pieces of coverage, including, BBC Radio Leeds, ITV Calendar News, Yorkshire Life, On:Yorkshire, Arts Industry, Living North and the Huddersfield Examiner.

Videos were also created to showcase the coming together of the town’s music festivals to form a voluntary group that will put musical experiences on the map for the district. A small video project was also created to showcase Temporary Contemporary, which utilises vacant space within Queensgate Market to provide a platform for students, lecturers, local artists and creative businesses to showcase their creative talents.

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