Music BC Case Study | Nonprofit Marketing | The Social Circle

Music BC

March 2019 - Present

Since 2019 we have been working with Music BC to elevate their communications online to members – handling all digital marketing: social media, email marketing, website updates, graphic design & digital advertising.


Social Media, Email Marketing, Branding, Web Design, Graphic Design

A celebration of BC’s talent & creativity

Music BC Industry Association is a not-for-profit association serving the for-profit and non-profit music industry, including artists from all genres, industry professionals, service providers, studios, promoters, venues, festivals, producers, agents, managers, and educational institutions.

The organization is the voice of the BC Music industry locally, domestically, and internationally through active advocacy for funding, policy, red tape reduction, tax credits, and creator’s rights. They also advocate for international trade missions to promote business and creative opportunities.

Working off their existing branding, we updated their social look and feel by implementing a new social design system that included new typography, deconstructing their logo as a consistent, but subtly branded motif, and refining their colour palette to feel fresh and current among their social competitors.

Because Music BC represents all of the incredibly diverse musicians across all of BC, we needed to ensure that were accurately represented. We sourced visual artists appropriate to race, sexuality, socio-economic status, and gender to create promotional materials that were authentic and a genuine celebration of the featured creators.

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Since we began working together in 2019 we've seen:

25% +25% increase on organic social following
170% +170% increase in website visitors
50% +50% increase in newsletter subscribers

Our organization’s needs for communications, marketing, and alike are complex, constantly evolving and require quick decision-making and detailed planning. The Social Circle meets and exceeds all of these expectations, and has been instrumental in growing our social platforms, our mailing list, and the overall brand footprint around BC and beyond.

Lindsay MacPherson
Music BC
Executive Director

We look forward to learning more about your project!