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Joe Taylor

Joe Taylor

Canadian native artist Joe Taylor has earned his way in music on the New York club scene with consistent performance dates in the Northeast as well as cross-country dates including opening slots with Rick Springfield and showcases at the Los Angeles House of Blues. His rise to fame included a New York Times viral production titled "Subway Idol" that followed Taylor on the quest to earn a coveted permit to perform in the New York subway system.

The Need

Since Taylor's viral discovery in the New York Times, he had built a reputation for delivering great songs and recorded a CD of original music with Grammy Winning Engineer Matthew Spindel and Audio Engineer Jeff Gross and even lent his vocals to a Rick Springfield CD. Gaining more traction required building a supporting foundation of new press and getting Joe in front of an audience of industry pros who could hear and learn more about his work.

The Strategy

Over four months, I crafted key biographical content and posted press across the web as reference material for editors and writers to refer to as they learned about Taylor. Ensuring that press was both positive and factual, it would offer more outlets for discovery than just his website and would help influence people's decision about what they saw in him.

As NAMM was on the horizon, I put Taylor on stage during the January event in a coveted time slot and at a prime location; Saturday night on the Hilton main-stage. A 45 minute performance brought Taylor's music to literally thousands of new fans and made him the talk of the event.

The Result

NAMM is the music industry's number one Los Angeles area event and showcasing there is an obvious win! Taylor's career continues to develop and was greatly helped with the press boost and the performance opportunity provided by our friends at NAMM.

Below is the New York Times feature video.