Music Tech

Qwant Music


CompANy's goal

Take advantage of their presence as an exhibitor at SXSW 2018 to launch their platform and gain attention from both tech and music journalists; to meet key music industry players

The challenge

Powered by an unbiased search engine, Qwant Music aims to become the IMDb of music, as a platform that gathers all things music related and bridges the gap between music lovers, artists, streaming platforms and music majors. Sitting at the crossroads of technology and music, SXSW provided the ideal opportunity for Qwant Music to launch in the American market. Qwant, and especially Qwant Music, had close to no presence in US press prior to the event.

What we did for them

  • Organized a briefing session to help them transition to US ways of communication
  • Wrote a press release and created a complete press kit to fit US media
  • Scheduled interviews, demos and meetings with journalists attending SXSW
  • Helped with media relationships on-site at SXSW
  • Supported the Qwant Music team on-site with social media recommendations 
  • Coordinated business meetings 
  • Scouted innovative trends within their industry by attending conference sessions at SXSW
  • Logistics (restaurants, transportation)
“I appreciated the dynamism and reactivity with which OXYGEN integrated the issues related to the music environment, and particularly to our product Qwant Music and its goals. During upstream preparation for the event, we were able to see the quality of communications work being done (bilingual nature of the press kit, distribution and follow-up). At SXSW, we appreciated the advice on how to present Qwant Music according to our various interlocutors (journalists, business executives, music pros, etc.)”
— Stéphane Leca, CEO of Qwant MUSIC

The results

  • Placements in Tom’s Guide, Forbes, Musically
  • Coordination of 5 meetings with high-level executives from major music industry players (Spotify, Universal Music, Pandora)
  • Report (60+ slides) on music industry trends

Key takeaways

  • Position Qwant Music as being part and parcel of the music ecosystem bringing another layer of services rather than being “just another startup”
  • Schedule interviews for the first day of the interactive trade show, ahead of the event taking place (when journalists are the most responsive)
  • Use the event to create fun, eye catching on-site material for social media: GIFs of the team, pictures of the product at the event, etc. 

Roadie 2 by Band Industries



To help launch Roadie 2, the automatic guitar tuner, raise brand awareness and gather funds for their Kickstarter campaign.

The challenge

Band Industries needed someone to support their PR campaign on the tech side as they were launching Roadie 2 and Roadie Bass, their second generation automatic smart string tuner, on Kickstarter. Their goal was to raise a minimum of $50,000 in backer funds. Oxygen implemented an exclusively tech focused media push to secure coverage in influential top-tier tech publications, in order to leverage Roadie 2 and Roadie Bass as the front-running tuner for both professional and amaetur musicians.

What we did for them

  • Leverage popular musicians who had already tested out the Roadie 2 to show validity of product
  • Leverage existing articles of the 1st Roadie, and talk about the comparisons between the 1st and 2nd generation and why it was so much better
  • Wrote a press release and created a concise press kit
  • Organized interviews, demos, meetings with journalists
  • Being reactive to all journalists who had questions or needed media assets

The results

  • Their minimum goal was reached within 3 hours of opening to the public
  • Overall raised $502,931 with 4,741 backers on Kickstarter
  • Within the 5 week campaign, 47 articles were written about Roadie 2 including placements in The Verge, Engadget, TechCrunch, Digital Trends and New Atlas
  • TechInsider also posted a video featuring Roadie 2 on their Facebook page which generated 2.9M views, 37k reactions, 8.1k comments and 27k shares
“The prototype unit brought into the Engadget office by Band Industries, the makers of the Roadie, had its work cut out for it. The acoustic guitar I brought from home had tuning pegs that were rusted and difficult to twist. But even though the tuner wasn’t a production model and it struggled to get the key just right, it delivered on the promise of making my out-of-tune acoustic sound good. Well, good-ish. It’s still a crappy guitar.”
— Robert Baldwin of Engadget