1. XL COLLEGE MARKETING REPORT
FEBRUARY 2016
NAME: Erin Murray
MARKET: Seattle, University of Washington
PROJECTS: Le1f, Jamie XX, Lapsley, Shamir, FKA Twigs, Empress Of, Rostam, Sam Gellaitry
Offline promotion locations: (Pike, Pine, Broadway) Street light posts in Capitol Hill (one of
the most popular areas for shopping, eating and nightlife), Everyday Music record store, UW
Husky Union Building—Arts & Entertainment Department and Rainy Dawg Radio, and at four
A&E hosted events (Broad City, Demetri Martin, Anthony Fantano of The Needle Drop, and
Local Hip Hop Showcase).
Photos —
Table setup at Broad City Event

2. Table setup at Broad City Event

3. Lapsley and Le1f Lapsley and Empress Of
Lapsley and Empress Of Lapsley and Shamir

4. Lapsley, Le1f, Empress Of
Jamie XX and Ratatat

5. Table setup at Demetri Martin Event
Online Promotion: FKA Twigs promo (via A&E Twitter Account), Sam Gellaitry x Lapsley
(Facebook and Soundcloud), Le1f tour promo (via A&E Twitter, personal Twitter and
Instagram), Lapsley- Pillow Talk (Facebook), Jamie XX Stickers (Instagram), Le1f photo
(Facebook), FKA Twigs- Good to Love (Facebook), XL physical promo materials at the Hip Hop
Showcase (shared via A&E Facebook page with 5k followers).
Photos:

11. Project Notes:
1. Summary of promotional efforts made this month:
- Hung/distributed posters in high-traffic areas on UW’s campus and around Seattle
- Gave posters and stickers to on-campus radio station, Rainy Dawg Radio, to distribute XL
promo materials via radio shows and tabling at events.
- Distributed promo materials at three sold-out events and one “free to students” event
hosted by A&E. Broad City (held on 2/22) and Demetri Martin (held on 3/2) each had 1,200
guests in attendance and drew high traffic to the A&E promo table. The Needle Drop event
had 300 music fans in attendance that were excited about the XL recordings swag. Our Local
Hip Hop Showcase had approximately 100 in attendance.
- Online promotion of XL via Twitter (2 accounts), Facebook (2 accounts), and Instagram.
2. How do you think students/individuals reacted to the specific promotional materials to
this month?
February and March were huge programming months for ASUW Arts & Entertainment. We
hosted 2 major and 2 minor events, which allowed for great XL exposure via the promotional
table. I continue to receive several requests for Jamie XX- In Colour stickers from students
who want to put them on their laptops. I receive tons of positive feedback from friends and
followers in regards to my online promotion of XL artists each month.

12. 3. Did you see a difference in effectiveness for online promotions in terms of what time
in the day and on which platform, length of post, content of post, etc?
Similar to my efforts last month: I find the best time to post from each social media platform
varies. I spend the majority of my time reading and interacting via Facebook because it is my
largest network of connections and is where I have the greatest reach. I find the best time to
share an article, video or status is in the afternoon or early evening, Monday through Thursday.
After class is when students typically have the most downtime to take a quick study break or
relax and surf the web. I try to post 1-3 times per week, as opposed to every day, so the
content is well received and not spam-like.
I started using the ASUW A&E twitter account as a tool to promote XL artists and events
because it has a large follower base (1,019 followers) and it has a much greater reach than my
personal account. The XL content I’ve shared meshes well with our entity’s overall music taste
and interest, and has been well received by our followers.
I would like to start using the A&E Facebook page on occasion to promo XL Artists because we
have a much larger reach than any of my other platforms (with 5,000 followers).
4. Did you find anything particularly difficult in your efforts this month?
Nothing was particularly difficult this month. I made conscious effort to promote the Le1f and
Sam Gellaitry shows among my friends and followers, as well as with physical promotional
materials at the events I hosted and in popular areas around Seattle. Lapsley will be playing
here in April, so I added information regarding the show to her posters and hung them around
Capitol Hill. A handful of people stopped to ask me about the artists I was promoting and
most expressed interest in seeing her live. (Only 4 light posts are photographed but I hit 17
along Pike, Pine, and Broadway in Capitol Hill)
5. What are the most interesting things you engaged with this month in regards to
music? (can be non-XL related) Why did you find it so interesting?
My favorite music discoveries from the past month include:
- Yung Lean—Warlord album
- A. Chal
- Stwo- Pillow Talk Remix
- Desiigner
- Vintage Lee
- NJOMZA- Move your beat
- Muhsinah- Careless
- Baauer- Kung Fu (Pusha T and Future)
- Cuff Lynx- Prowl
- A$AP Rocky- LSD
- Years & Years

13. 6. Did you accomplish any specific goals you set out in the previous month?
I was able to distribute the majority of the promotional materials this month, both to students
who were interested in the posters and stickers, as well as around UW’s campus and Seattle. I
had one of the Rainy Dawg DJs give an on-air shout out to Le1f and Sam Gellaitry’s shows
earlier this month.
7. What is a goal that you’d like to make happen in terms of your promotion plan next
month?
- I plan to write up a post promoting XL artists’ new content or an upcoming show in Seattle
and sharing it on the A&E and/or Rainy Dawg websites.
- Give promo material to more popular clothing and music stores in the area
- Have A&E volunteers promote/ share XL material with their friends
- Have more of my close friends push XL artists music and upcoming events on their social
pages to maximize reach
8. Have you come upon any additional opportunities to implement into your promotional
plans moving forward? Accounts, influencers, blogs, outlets, etc?
I do not have any additional opportunities at the moment. I am hoping to develop my
personal webpage and the arts.asuw.org blog in the coming months (likely will happen this
upcoming quarter because I am taking a lighter course load and will be a higher priority).