Cassette Ent & SGC Media launch hip hop marketing company Call & Response

Image: Seth Sentry

PRESS RELEASE:

Australia has a brand new music marketing company dedicated to contemporary hip hop and urban culture.

Launching this month, Call & Response is a joint venture between Josh Taylor-Anderson of Cassette Entertainment and the SGC Media Group, formed with the aim to shine the light on a scene that’s often under-represented.

With a foundation roster including Australian hip hop royalty Seth Sentry, winner of 2015’s Hilltop Hoods Initiative Sarah Connor, emerging electro-hip hop act Nico Ghost, genre bender Lyall Moloney and more, Call and Response is drawing a line in the sand to redefine the marketing of the genre.

Headed by Taylor-Anderson who’s resume includes artist management, touring and having previously curated festivals such as Sprung and Big Pineapple, the company will concentrate on PR, radio plugging, digital marketing and out of the box marketing concepts.

“The time of taking a track in to radio and pitching at a newspaper and thinking the marketing is done are gone. There’s a not a huge choice of real ‘hip hop people’ who understand marketing as well as the culture and the scene in this country,” said Taylor-Anderson. “We want to create a business that lives and breathes the culture and uses ideas and creative marketing concepts as the driver then layers the PR to create exciting campaigns that people want to engage with from your local blogs up to major publications.”

With boundaries as fluid as the genre itself, the business will be defined by culture rather than job descriptions, with projects such as the recent charity screening of A Tribe Called Quest’s documentary in Brisbane in aid of Diabetes Queensland and to be announced tours creating a truly integrated music company.