The Percussion Marketing Council (PMC) has announced the International Drum Month (IDM) “Drum Roadie for a Day” winner: Eric Austin, 23, of Springfield, Illinois. The 2014 IDM grand prize package included an all-access backstage experience with Yamaha artist/drummer Ben Smith at the Ravinia Park Heart concert in Highland Park, Illinois, August 3.
Following feedback from PMC members and music retailers across the country, the PMC revised the IDM program. The new IDM program reaches beyond the music industry through targeted Internet marketing to create excitement for drums and drumming, while driving new drummer-customers to local music stores or drum shops. The PMC engaged potential drummers on PlayDrums.com to find a participating local music store or drum shop with the 2014 IDM “Hit It Like You Mean It” standup to get a free bag of gear and enter to win the PMC’s grand prize “Drum Roadie for a Day.”
“The International Drum Month campaign and ‘Drum Roadie for a Day’ grand prize received tremendous interest and support from the entire percussion industry,” says PMC executive director Karl Dustman. “More than 750 beginning drummer packs were distributed through participating retailers nationwide. Thousands of grand prize entries were processed and more than 80,000 social media impressions were recorded. This is the most successful International Drum Month campaign of the organization’s 19-year history.”
“Drum Roadie for a Day” Eric Austin has been drumming since he was three and performs with the local cover band Powerhouse. Austin entered the contest through an ad in the Musician’s Friend catalog. He usually shops locally in Springfield, Illinois, at Daddy O's Music Shack, and online.
“Musician’s Friend is very excited to support the PMC, and we believe that International Drum Month is a key opportunity to call attention to the percussion market, and ultimately help to create more drummers,” says Randy Pratt, director of drums and percussion at Musician’s Friend.
“The PMC hoped that the ‘Drum Roadie for a Day’ IDM contest could offer something extraordinary for our retailers and their customers, and we did it,” says Brad Smith, executive board member for the PMC and representative at meeting. “Ben Smith was a fantastic host and totally bought into the idea of inspiring a young drummer. Ben explained how to network with other musicians, take advantage of personal skills that make you unique, and play for the song—all good tips for a successful career. This connection will make Eric want to play more and commit to a lifetime love of drums. I am excited to see where this leads us next year.”
Contest winner Eric Austin drove two hours to the show because he knew this was a chance to a lifetime. “Meeting a bona fide pro drummer is such a unique opportunity for an aspiring drummer. I thank the PMC and Ben for creating this opportunity. I'll never forget standing backstage and watching the seats fill up, waiting for the show. It’s a view I’ve never had before,” says Austin, who added that the coolest part was when Ben gave him his e-mail address and told him to send him his recordings. The networking started that day!
Using banner ads, social media, and Google AdWords, PMC targeted a variety of young, diverse audiences interested in drumming as a creative and healthy alternative lifestyle activity. The new annual IDM campaign will become the starting point, connecting all the programs, instead of just an annual one-month promotion. It now extends through our Vans Warped Tour Lesson Lab program, Percussion in the Schools, and other educational connections.
Photo: PMC Executive Board member Brad Smith (Hal Leonard), Yamaha artist/drummer Ben Smith, and “Drum Roadie for a Day” winner Eric Austin at the Ravinia Park Heart concert in Highland Park, August 3.
