AEPO-ARTIS represents 36 European performers’ collective management organisations from 26 different countries.

challenges

Performers bring life and soul to artistic works. Without them, Europe would not enjoy the vibrant cultural scene it does today. The creative content sector also makes a vital contribution to Europe’s economy. However, performers are still not adequately rewarded when digital media broadcast their performances.

AEPO-ARTIS thus approached logos to design and coordinate its “Fair Internet for Performers” campaign aiming at changing the provisions of the EU copyright directive for over 500,000 artists. The aim was to convince European policymakers to secure the unwaivable right of performers to remuneration from on-demand online streaming services.

solutions

logos designed and ran a digital engagement strategy for 18 months. The campaign hinged around:

• Engaging the general public on social media (Twitter) by leveraging regional ambassadors (local artists) and influencers, such as international household names such as Nick Mason (Pink Floyd), Javier Bardem or Fran Healy (Travis).
• Mobilising multipliers such as national media to boost awareness of the issue. logos secured international coverage by organising a concert with Murray Head in Brussels in November 2017. It also held five media roundtables in member states to reach out to national EU correspondents.
• Handing in a petition signed by more than 35,000 artists to German MEP Axel Voss, the rapporteur on EU copyright directive. logos drafted the petition and promoted it online to gather the signatures on a dedicated website.

results

On social media, logos reached thousands of performers and citizens across the European Union through hundreds of followers. The engagement rate was high: out of 600 tweets, 70% were shared, and 60% liked. – which makes for a high engagement rate.

Among the decision-makers and influencers who engaged with our campaign were (at the time) Commission Vice-President Viviane Reding, EU Commissioner for Education and Culture Tibor Navracsics, EU Digital Single Commissioner Market Günther H. Oettinger and Andrus Ansip. In the European Parliament, MEPs Axel Voss, Mary Honeyball and Therese Comodini Cachia shared our content.

In traditional media, logos secured reached subscribers and readers in 8 Member States. In 2016-17, the campaign was mentioned in dozens of articles in pan-European (e.g. Politico, Euractiv, EU observer) and national media outlets (e.g. La Razón in Spain).

At the end of the campaign, the Legal Affairs Committee of the European Parliament formally endorsed the fair remuneration of performers by digital platforms.

see more here.

services

social media campaign, media engagement strategy, stakeholder management, public advocacy