The Dig is a bi-monthly magazine focusing on the indie and alternative music scene in Nottingham with a particular focus on up and coming bands.

It will be the leading source of information for Nottingham’s underground music lovers, providing exclusive stories and interviews, championing amazing new artists, and promoting gigs and events to help develop this close-knit community.

Alongside the print mag, a weekly digital newsletter will keep our audience up to date with music news and feature an Ay Up section focusing on a rising star.

The magazine will bring artists and fans together and spread the love for live music.

Business case

The East Midlands music scene generates £194m a year and £79m is spent directly by music tourists in the region. Nottingham contributes to this with three main alternative venues, Rock City, Rescue Rooms, and Bodega.

One-day festival Beat the Streets made £75,000 while Hockley Hustle made £165,000.

Audience

16-29 – around 30% of the city’s population (100,000 people) are in this bracket, .

Focus on students as research indicates that many choose to study in Nottingham because of the underground music scene. There are 65,000 students at the two universities, Nottingham Trent University and the University of Nottingham.

Distribution

Free. Distributed in bars such as Rough Trade and the Bodega, venues such as Rock City and Rescue Rooms, Nottingham Contemporary and Theatre Royal and stores such as White Rose and Damaged Society.

A £10 monthly subscription (with a 25% student discount) will include benefits such as pre-sales for gig tickets in Nottingham, discounted tickets and pre-sales for club nights, free entry to our events plus vouchers/barcodes for discounts at some bars in the city.

Special editions of the magazine for Freshers’ Fairs and and distributed across university halls of residence in September.

Brand extensions

Open mic nights – a chance for artists to be discovered or discover new music.

Networking events – talks by industry professionals from record labels such as I’m not from London, Earache records and Nusic.

Instrument workshops – learn to play.

Trade show – swap and buy records, gig tickets, memorabilia.

Digital strategy

Instagram, Facebook, Twitter. We’ll use Instagram Stories to promote new artists, Facebook to grow our events and Twitter for band takeovers.

The Dig will by pitched by Nathan Warby and Chloe Weaver to a panel of industry professionals in NTU’s Dragons’ Den competition for MA Magazine journalists on Wednesday March 4