Ground Up Sounds LLC

Ryan Thomson & Tim HerrmannConsultants

Ground Up -- Background/Brief Bio

• Philadelphia-based hip-hop group comprised of two MCs, Azar and Malakai, and one producer, Bij Lincs.

• Ground Up has released eight mix-tapes since the group was formed.

• Their most recent and notable mix-tape is called “Up Late”

• “Up Late” already has over 7,000 downloads.

Ground Up -- Background/Brief Bio

• Ground Up has performed at several universities on the East Coast.

• The group has opened for many popular hip-hop acts in the past two years.

• Their latest and most anticipated mix-tape, “Up Late,” has features from Philadelphia hip-hop legends such as Freeway and Peedi Crakk.

Initial Problems -- Looking Forward

• Ground Up has an incessant need for a professional email “pitch.”

• Email “pitches” are typically tangible, accurate representations of an artist or band.

• An email “pitch” is an essential, modern tool necessary to successfully become a popular, nationwide hip-hop act.

Initial Problems -- Looking Forward

• Additionally, Ground Up is lacking the exposure that they desire.

• They are seeking more concert bookings at Penn State University and in the local State College area.

• They are seeking individuals who can facilitate real contractual agreements with downtown bars/clubs and fraternities for confirmed shows.

Plan of Action• We will create an email “pitch” for Ground Up to

be sent to a list of over 200 hip-hop blogs.

• An email “pitch” typically includes:– 1) A brief updated artist bio– 2) An abbreviated press release for their latest

project (Ground Up's "Up Late") -- this press release also typically includes upcoming confirmed tour dates

– 3) Relevant and recent music videos (via YouTube links)

– 4) High quality photos of the band– 5) A download link for their most recent mix-tape

effort (“Up Late”) 

Plan of Action

• The email “pitch” will be sent to over 200 hip-hop blogs.

• This pitch will be sent out in hopes of garnering extensive exposure and publicity for the group.

• This email “pitch” will be disseminated upon the release of their newest music video for “Up Late” scheduled to hit the internet in the next week.

Plan of Action

• Also, we will be attempting to book several shows for Ground Up as that seems to be their main priority at the moment.

• We will potentially book shows at downtown bars, fraternities, and on-campus venues.

• We have been in contact with a multitude of Penn State fraternities and downtown bars throughout the past few weeks.

Challenges Faced

• Temple University’s “Spring Fling” was cancelled due to weather conditions and then rescheduled to a date that conflicted with a Ground Up tour date.

• The Mezzanine in State College has shown minimal to zero interest in booking Ground Up for Saturday, April 23rd. All booking efforts have been futile thus far.

Challenges Faced

• A variable challenge that will undoubtedly be faced when we begin sending out the email “pitch” to individual blogs will be receiving positive reception from these blogs.

• We cannot promise Ground Up that these blogs will post Ground Up’s music on their websites.

Delivered Deliverables

• By creating a stellar email “pitch” and distributing it to major hip-hop/music blogs and outlets, we are hoping to expand Ground Up’s national reach.

• On a local level, we were able to book a show for Ground Up at the the Penn State Fraternity, Sigma Alpha Mu, for its biggest event of the year, Samstock. Ground Up’s Samstock performance will be on Friday,

April 22.

• These services will be beneficial and crucial to the future success of Ground Up.

THANK YOU