The STORM Report

Influencing Big Brands with Pop Music Trends.

THE RIGHT SONG CHANGEs EVERYTHING.

memBrain is an entertainment marketing and consulting firm in Century City, and their greatest asset is direct access to up-and-coming musical acts who are eager to work with some of the world's biggest brands: Hasbro, Miller-Coors, and Intel, to name a few.

The company demonstrates their thought leadership through a monthly music industry publication called The STORM Report, which applies a brand-focused and business-driven lens to the wealth of music reporting and tracking available on the Internet.

The world of music changes minute to minute, and memBrain wanted The STORM Report to reflect this culture of change with the pages of a new design and content model. How can memBrain guide clients through the music space and attract new business along the way?

RESEARCH

The STORM Report originated as a PowerPoint slideshow and eventually developed into an interactive PDF emailed to an exclusive email list of industry insiders and CMOs. The design team decided to make a significant leap for 2015, from PDF to hard-copy print publication.

We examined STORM's contemporaries, publications like Noisey, Pigeons & Planes, Pitchfork, and The A.V. Club, as well as online tracking services like Shazam, Billboard, and Spotify. We assembled the best elements from each comp to form the first draft of The STORM Report.

STRATEGY

Using content from a previous issue, we presented a new direction for The STORM Report: a magazine with an updated wordmark and type system, new written features and departments, and a revamped artist ranking algorithm that places stronger emphasis on organic discovery of music by a fan, as opposed to buzz generated through digital marketing. The changes were unanimously approved by the memBrain marketing team.

EXECUTION + RESULTS

The first issue of the new STORM Report debuted in January 2015. In addition to the print publication design, we wrote and edited original articles and reports and converted the printed magazine into an interactive PDF with links to custom playlists on Spotify, YouTube, and Apple Music.

The STORM Report received highly positive feedback from memBrain's clients, as well as the team at law firm and parent company Hertz Lichtenstein & Young, LLC. Activity on memBrain's Spotify playlists doubled immediately after the publication relaunch, and the memBrain marketing team used the STORM Reports as an outreach tool to generate new business worldwide at music marketing conferences in Canada, Australia, and the U.S.