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Elevating Native Instruments from the music tech pages

Praytell launched Native Instruments’ thought leadership program, spotlighting partnerships with emerging and award-winning artists, designers, and creators.

Overview

Native Instruments is well known by their users and music press, but needed a partner that could elevate them within culture and lifestyle media to target the next gen of musicians, while also establishing voices for their executives in business press.

Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
Cultural partnerships such as with Siobhan Bell and AMIRI amplified Native Instruments’ presence in UK lifestyle and culture media.
The Leading Vibes Initiative with Tems showcased Native Instruments’ commitment to empowering women in music.
Cultural partnerships such as with Siobhan Bell and AMIRI amplified Native Instruments’ presence in UK lifestyle and culture media.
Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
The Leading Vibes Initiative with Tems showcased Native Instruments’ commitment to empowering women in music.
Exclusive artist collaborations, such as with Mustard, drove press and cultural relevance for Native Instruments.
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Our Approach

With Native Instruments, we delivered major brand moments: launched the ‘Leading Vibes Initiative’ with Tems to support female creators in Africa; created limited-edition gear for Mustard’s Coachella headline set; hosted a beach bar pop-up with AMIRI; and developed a thought leadership program, plus hosted media at London’s first SXSW.

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Results

In six months, we achieved 30 pieces of targeted coverage – more than one per week – with features in Billboard, DAZED, Forbes, and SheerLuxe. We also hosted 11 media one-to-ones at Native events, reaching over 248 million people, and building lasting relationships with tier-one media.

11 media one-2-one sessions hosted

248 Million reach

169 Million impressions

30 pieces of coverage, including 5 tier 1 pieces

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TL;DR