What We're Doing Differently: Combining The PITW Tour With The Kid Lightning Tour We are looking forward to combining the Piano In The Wild Tour with the tour of WM's forthcoming debut record 'Kid Lightning.' We will continue to bring our grand piano into National Parks to perform improvised endurance concerts, and will be adding additional 'Kid Lightning' tour dates at venues and festivals along the way, creating a cross-promotional campaign that adds cultural value to conservation, green technology, and environmentalism in America and abroad. This unique combination of fine art, earth art, and songwriting allows us to tap into multiple markets and audiences.
Partnerships: Brands, Individuals, Speaking Engagements We are pursuing ethical partnerships with brands that stand for the values of our project. This ongoing outreach and fundraising will be led by a small management team, focusing on exchanges, appearances, music licensing, and product sponsorship. We have successfully forged partnerships with Sierra Club, The National Park Service, Patagonia, and secured a financial sponsorship from the 501c(3) Artbridge Association. The ultimate goal is to create a 'Stewardship Alliance' that will include individuals and brands receptive to supporting artwork and music that advocates for conservation and stewardship.
WM has also been asked to speak at several climate change and environmental conferences. We look forward to continuing and finessing his speaking engagements. These presentations will provide another window into the relationship between art + the environment, as well as introduce WM and his work to new, like-minded audiences.
Content: Documentary, Music Videos, Digital Marketing We are generating content that can be broken up and mobilized in a multitude of dynamic ways, allowing us to easily market to audiences within key demographics and beyond through minimal pre & post production. Our content-creation strategy is: work with a documentary crew film video and stills, while a social media manager promotes progress and partnerships daily in the form of video and stills. Have WM conduct radio and print interviews to cross promote both sides of the effort (KL Tour + PITW), and deliver 6 full length music videos, a documentary, and 12 30-60sec videos for digital marketing to our partners. Perform several KL showdates leading up to the PITW performance date.
We have already completed our first installment of the documentary, working with Cundina Collective's intrepid production and filming crew at our first overnight performance at Joshua Tree National Park, and are excited for a continued collaboration.
The narrative: better the world through creative partnerships and art.
Audience Engagement Using generational marketing, we can find an avenue for each expression of Will Munroe as an artist. The diagram above offers points of focus, sale categories, and guides for narrative development for marketers and PR teams when presented with WM’s work.
The Kid Lightning Tour + Piano In The Wild presents an environmentally conscious artist, who uses his art to bring cultural value to conservation, stewardship, and the inspirational power of nature. For this combined tour (KL+PITW) we will utilize a primarily mobile-driven campaign, using Instagram most frequently to connect to audience.
On The Road This project is a creative survey of America and her wilderness, of the small towns, and of the people that seek out the patchwork places of natural beauty across the country. We'll be working with radio stations to discuss conservation through art, specifics about the PITW project, and to play songs off the album 'Kid Lightning.' We'll paint a picture through sound about what Will Munroe stands for, and the opportunity for American Artists to advocate for the a-political global causes of stewardship and conservation through self-expression and the sharing of their gifts. Artists create cultural value, we are building a platform that adds cultural value to public and protected lands, green technology, and a greater synergy between entertainment/art/environmentalism.
We'll also be making daily posts on social media platforms, utilizing IG TV and stories to give behind-the-scenes and other exclusive content to audiences beyond the immediate scope of the performances, and to let people know where the next performance/stop on the tour will be. We'll feature the people we meet in these daily posts, and the nature we experience, showing an America to people who might not otherwise have the opportunity to see what amazing country lay outside their city's limits.
Monthly Marketing We'll offer monthly, limited edition merchandise options (like t-shirts, hats, exclusive recordings, chapbooks, etc.) to Instagram followers. This merchandise will be opportunities to collaborate with artists and brands who want to contribute to the National Parks, continuing PITW, and the stewardship of public lands. The values shown in the overlap of the ven diagram above will help to guide our partnerships with outside sponsors (companies, organizations, artists). A monthly newsletter will also be emailed to the contact list that's grown through the combined tour. The newsletter will include exclusive photos from performances and BTS material, along with exclusive merchandise options, you can think of it as an 'analog version' of our Instagram marketing, but with less content.
FAQ What are you selling? A performance series with a grand piano in the wilderness, an album, a songwriter, and an ethical lifestyle campaign.
How are you selling it? By offering performance experiences in venues, at festivals, and in the wilderness.
How do you make money? Through private donations, partnerships with non-profits, partnerships with brands, ticket sales and advances, merchandise sales at live shows and through digital platforms, and promotional modeling.
What is the cause you're fighting for? An advancement in green technology, the preservation of natural spaces, a greater American presence in global conservation efforts.
How does Piano In The Wild help with those causes? It advocates for stewardship and conservation by adding cultural value to protected natural spaces. It shows that music and art can transcend the ego and be synergistic to a cause.
How does Kid Lightning help with those causes? The music is a call to action, and WM is the commercial face/human element, and the PR machine for the art.
Who would you want to tour with? Brandi Carlile, Kurt Vile, Andrew Bird, Gary Clark Jr., Jose Gonzales, Becca Mancari, Shakey Graves, Jason Isbell, Willie Nelson
Which festivals would you want to play? Outsideslands, Coachella, FYF, Stagecoach, Lollapalooza, Bonnaroo, Glastonbury, Boston Calling, Pitchfork, Rolling Loud, Smokin Grooves Fest, High Sierra Music Festival, Planet Bluegrass, Shakey Knees, Governors Ball, Roots Festival
Which venues would you want to play (LA)? Bootleg, Pappy and Harriets, Hi-Hat, Highland Park Bowl, The Mint, Troubadour, Its A School Night, The Rooftop At The Ace, Bardot, La Poubelle
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