Underground music is defined as musical genres beyond mainstream culture. Filter is a fictional brand that helps music lovers find underground artists from all around the world. They release a quarterly publication that interviews 3-4 artists about their journey. Following each publication, they go on a small tour where the featured artists play at bars and other intimate venues. Filter explores non-traditional ways of promoting these gigs, such as postcards distributed throughout the tour locations and guerrilla advertisements in the form of mixed CDs.
Beyond their publication, Filter offers subscription services via their website. Users get paired with a music expert who crafts custom mixed CDs based on the users likes and dislikes. Overall, their goal is to make underground talent more accessible for people to discover. Filter finds value in giving the music industry a new perspective and supporting a narrative that was created from nothing but the love of music.
Feb. 2020 | West Michigan American Advertising Award, Best of Show
June 2020 | National American Advertising Award, Gold