Dancefloor.fm
Dancefloor.fm
Services Provided
- Media Announcements
- Founder Profile Building
- Product Positioning
- Media Outreach
- Placements
01.
The Brief
Dancefloor is a discovery platform for dance music lovers, DJs, promoters and club-venues. The PR campaign was launched to introduce the app across iOS and Android, showcase its role in helping fans find club nights, favourite DJs and venues in their city, while also offering tools for promoters to grow their audience and sell tickets. A strong narrative was built around Ben King’s dual identity as a software engineer and an amateur DJ, someone who experienced firsthand the friction of having to switch between multiple apps just to find out where DJs were playing locally. The launch aim: generate awareness among fans, DJs and promoters; position Dancefloor as more than just a listings app, but as a community-driven platform; and secure credibility by being featured in leading dance- and startup-oriented media outlets. Following that, the rollout of ‘Dancefloor Pro’ was used as a second wave to deepen profile among promoters/venues, emphasising tools that address pain points around ticketing, marketing, discovery, and community engagement.
02.
The Solution
The PR strategy delivered a layered approach: first by generating broad, fan-facing awareness via media features that emphasised what everyday users (club-goers) want: discovering events, following artists, notifications, rich event/venue detail, and then by introducing the B2B side (promoters, venues) through ‘Pro’-level stories emphasising better tools, lower fees, marketing features, analytics etc. Coverage was secured in outlets that matter to both sides: niche dance music press (EDM.com, DJ Mag), industry-startup press (Startup Magazine, Music Ally), and promoter/venue focused platforms. Founder quotes were used to humanise the story: King’s background, mission (to ‘get people dancing’ to reduce FOMO by giving early notice, etc.). The messaging was consistent: fill the gap in discovery, build community, solve pain points for both fans and promoters. The staging of the announcement (app launch, Pro launch) maintained momentum. Visuals and feature call-outs (artist profiles, video and audio content, ticketing, loyalty tools etc.) gave substance to the promises. Overall, PR delivered profile growth for founder, Ben King, enhanced credibility for Dancefloor, audience engagement (fans, artists, promoters), and positioned the product strongly in a competitive marketplace.
03.
Results:
