Pi Studios | Boiler Room | Documentary
The story of how Boiler Room shifted from underground music platform to a purpose driven cultural brand
TASK: Broaden public perception
Create a show that transforms the way audiences perceive the BoilerRoom platform and what it represents.
PROBLEM: Niche positioning
Despite strong top-line growth, perception as a niche music publisher limits long term brand relevance and scalability.
STRATEGY: The diversity of underground music can change the world
Immigration is one of the most talked about societal topics in Europe today, yet traditionally an area Boiler Room would have stayed clear of. However, following the Windrush scandal in the UK, a clear role for Boiler Room to participate in the conversation emerged. So we set out to change the narrative around immigration by celebrating the incredible impact migrants have had on UK music culture.
CREATIVE IDEA: Migrant Sound
A four-part documentary series celebrating migration and its impact on the UK’s music and culture through the four themes of ‘Arrival’, ‘Racism’, ‘Identity’, and ‘Legacy’. Combining broad societal stories with personal family anecdotal histories, the series explores how music helped Windrush immigrants overcome ignorance and shape their identities.
IMPACT: Engaging music fans around Europe
Migrant Sound has generated over 1.7 million views and 4.7 million impressions. The series was also invited to screen at Amsterdam Dance Event, and was highly commended by the 2018 Drum Content Awards.
Ad Age (Editors Pick): This fascinating documentary details the impact of Caribbean immigration on British music culture
Wire Magazine: Four-part documentary series examines migration and its impact on UK music and culture
Little Black Book: New documentary series explores racism, identity and new sounds and is a celebration of immigration through music
It’s Nice That: Boiler Room releases final instalment of the Migrant Sound series, and you can watch it in full now