Primordial Radio

Idea

Introduction

In corporate spiel, Primordial Radio is a member-led live and interactive digital service providing content to the UK rock and metal community with live 24/7 radio programming, podcasts, video, and events.

In reality, we are a living, vibrant community of human beings that share a passion and value the intimacy of personal interaction over that of any intuitive algorithm. We are owned by the community we serve and fiercely independent.

We are commercial free and solely devoted to protecting, promoting, and improving the wants and needs of the individuals within the UK rock and metal community with our aim to bring people up, not keep them down.

The management team abide by three simple rules:
1) Don't be a dick
2) Do the right thing
3) When in doubt see Rule #1

Everything we do pertains to one, some, or all of our six pillars:
1) Community
2) Music
3) Innovation
4) Mental Health
5) Environment
6) Fun

We are real, honest and flawed.

We are Primordial.

Intended impact

Commercial radio cannot sustain niche formats so we felt the needs of the UK rock and metal community were going unmet. Digital streaming gives access to millions of songs but is devoid of radio's unique personality. Primordial's model combines the intimacy of radio with the freedom of digital streaming.

8.3 million UK people subscribe to digital streaming. Spotify's research shows the metal audience as most loyal and its subscribers still listen to the radio 2 hours a day for deeper engagement. QT 1 2019 RAJAR shows 10.2% of radio listeners cite rock as their preferred genre. Primordial is aimed at the UK adults who stream and love rock and metal radio.

The issues of coverage and data costs are falling away and forgotten with the imminent rollout of 5G technology.

Ditching advertisers, transmitters, and regulators gave creation to a commercial-free service with expansive playlists and content truly reflective of rock and metal which goes beyond a soulless digital connection.

Substantial accomplishments to date

Created a community of over 1700 actively engaged people across the UK. #PRFam.

1150 paying members

91% revenue growth YoY
105% listening growth (April 2018 - March 2019)

Launched Primordial Radio - 24/7 live digital stream broadcasting from anywhere with internet access.

Built Android and iOS live player apps offering downloadable content.

Launched membership programme across primordialradio.com.

Developed a successful line of merchandise including the Pride of Primordial tartan.

Four annual events established: Annual General Mayhem (AGM), Big Bang, Burns Supper and Long Road To Brewin'.

2019 AGM attracted over 900 ticket holders.

Event revenue up 664% YoY.

Launched 'Everybody Gets One' (EG1) - Primordial's member reward/referral programme.

Created a suite of 6 podcasts with 175,000 + downloads.

Introduced the Primordial Retail Affiliate programme.

Appointed Environmental Consultant and launched environmental strategy committed to renewable energy including plans for solar powered studios.

First and only UK radio station included in Vodafone Music Pass.

Launched Primordial Presents - Free member gigs supporting new music.

Created The Primordial Inkquizition the world's first live online pub quiz.

Social media reach 11,000+ (FB, IG, YT, Twitter).

Forged partnerships with festivals (Amplified, Roadrage) and labels (Mascot).

Offered charity support to Mind and The Sophie Lancaster Foundation.

Launched Primordial Sup Beer.

Monetisation strategy

Primordial is a cash business generating revenue from four main sources:

• Membership.
• Events.
• Merchandise.
• Partnerships/Promotions.

Membership:
Members are our most important asset. Everything we do is connected to members and their satisfaction is the lifeblood of the business. Two options: Annual one-off £60 or monthly £5.99. No contract. Members get access to the full audio stream including On Demand and podcast content, tickets to free member gigs, and discounted merchandise.

Events:
At present we have four established annual events with more being introduced. Revenue is generated from ticket, bar, concessions and merchandise sales.

Merchandise:
The merchandise store stocks a range of branded items and premium Pride of Primordial Tartan products and features regular pre-orders and sales across the year. We plan for a drop-ship option which will soon be integrated offering customisation.

Partnership/Promotions:
We are now seeking suitable event sponsorship partners.

Use of proceeds

The raised proceeds will be split:

70% Marketing.
20% Technology Development.
10% Running Costs.

Marketing:
To date, membership growth tends to be fuelled by social media/free trial, and member EG1 referral.

Those conversion rates tell us we have got the product right. Our aim is to get more people to sample the product.

We plan to use funds to augment existing activity with event led marketing to accelerate growth from the existing 3.4% to 4.5% a month.
Funds will also be allocated to marketing automation software to ensure when we do get people's attention we interact in a consistent and timely manner.

Technology Development:
Funds will be used to develop and deliver our app on:

Smart Speakers – Alexa, Google, Sonos.
In Car Systems - Apple CarPlay and Android Auto.
Smart TVs – Samsung, Android, Apple, Fire TV.
Games Consoles – Xbox, Playstation.

Running Costs:
Funds will allow working room in the event of short term cash requirements prior to annual renewals.