After meeting Rock Legend, Dave Catching, back stage at an Eagles of Death Metal Concert,
an unknown local band, Red Huxley, were invited to record at the epicentre of musical inspiration, Rancho De La Luna.
How does a small and unknown Cape Town band with a marketing budget of R0.00 raise the support
to travel halfway across the world and fulfill their dream of recording at Rancho De La Luna?
We tell South Africa who Red Huxley is, and get them to rally behind the cause. But first, the band needed a platform.
So they decided to put it all on the table and do what no other South African band has done before -
Launch a kickstarter.com campaign.
To raise $25,000, they needed to create hype around their incredible opportunity.
So we decided to release a series of web documentaries.
We launched the #RoadToRancho campaign on Twitter, Facebook & Instagram, seeding it to local blogs starting with
the Bangersandnash.com network. It didn't take long for South Africato catch on, and word started to travel quickly.
Red Huxley's story became the centre of attention in South African music circles. Making headlines
in local newspapers and taking over the front page of the Rolling Stones website, the 3 man band and
their story was on the tip of everybody'stongue, and even better, everyone wanted to know more.
With the help of social media and their quickly growing fan base, Red Huxley did it. And not only did they
manage to raise the cash, they were also the first South African band to do so through Kickstarter.com
The web series gave fans a Gonzo-style, blow-by-blow account of their journey. These episodes
were filmed, edited and released through MK (SA’s largest music portal) and seeded through
a host of local blogs, starting with bangersandnash.com, as the story unfolded.
The series began with episodes building up to the trip, Red Huxley’s trip to the USA, the recording process at
Rancho de la Luna, culminating in the band’s performance at Oppikoppi, fresh from Joshua Tree, California.
Web Series Playlist
With a budget of zero, we offered product placement to Nokia and Jagermeister, as a means to
leverage funds for the trip. This allowed us to send blogger Dan Nash from Bangers and Nash,
and director / DOP / editor Kim Hinrichs with the band to document Red Huxley’s experience.
Full Length Documentary
Scenes from Rancho
Red Huxley touched down in South Africa, after recording a full album, and walked straight
into their dream gig. On the main stage at Oppikoppi, they played to the largest crowed of their lives as
everyone got their first live glimpse of the band everyone had been hearing about.
Red Huxley launched their first Album a few weeks after they arrived back in South Africa.
Simple design for both the CD and the cover were used to resonated the core idea, rock.
They harnessed the traction off of the #RoadToRancho campaign,
and kept up the hype for the launch of the album
The campaign was a huge success. Starting with nothing, the unknown Cape Town Band, Red Huxley, managed
to generate over half a million rand in earned media, release a successful web series, fly to America to record
with one of the world's most famous rock producers, arrive back in SA to a play on the main stage at Oppikoppi,
to the largest crowed of their lives, and finally release a Rock album that, well, rocked.
From local bar gigs to the whole front page of Google search Red Huxley become the
go-to success story of following your dream, seizing opportunity and rocking hard.