DTLR RADIO The DTLR Radio Network informs customers, educates employees, and boosts sales using a blend of targeted in-store messages accompanied by the right music produced to create the perfect in-store experience for DTLR. By airing in all of our stores, which welcomes nearly 30 million customers annually, and an active BDS reporter, DTLR Radio has a reach equivalent to a nationally syndicated program. DTLR Radio Studio locations are official stops for major label recording artists and celebrities on their promotional tours throughout the Baltimore/Washington, DC Region, Chicago, Illinois and Philadelphia, PA.
OVER 88,000 Unique listeners per day
58%
MALE
(Ages 17-35)
42%
FEMALE (Ages 16-29)
Alabama
2
Minnesota
6
Connecticut 5
Missouri 14
Delaware
6
New Jersey
4
District Of Columbia
3
New York
11
Florida
20
North Carolina
13
Georgia 15
Ohio 16
Illinois 35
Pennsylvania
33
Indiana 1
South Carolina
5
Massachusetts 2
Texas 18
Maryland 30
Virginia 16
Michigan 14
Wisconsin 2
New Locations Coming Summer 2022
Key I-95 Player
4+
4+ Million Units of Apparel & Accessories & Pairs of Shoes
Influential Cities Atlanta, Baltimore, Charlotte, Chicago, Cleveland, Dallas, D.C., Detroit, Miami, Philadelphia, Raleigh Durham
6
11
MN
2
5
NY
WI
14
CT
4
MI
35 IL
1
2 MA
33 30 PA
16
MD
OH
IN
NJ
3 DC
6 DE
16
1
VA
MO
13 NC
5 2 18
AL
15
SC
GA
22
TX
20
STATES
FL
271
LOCATIONS
DTLR Mixers DTLR Radio is home to some of the top hip-hop and R&B DJs across the nation. From the likes of DJ Quicksilva, to Ferrari Simmons, DJ Wallah, DJ Commando, DJ Pharris and so many more, we’re constantly providing listeners with brand new hits, exclusive interviews, and so much more. Check out our Mix Show roster and our latest charts and playlists here: https://dtlrradio.com/mix-shows-charts/
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OUR AUDIENCE Social engagement is the key to leveraging DTLR’s core demographics. We know our customers live and breathe by their mobile devices. Social media refers to the means of interactions among people in which they create, share and exchange information and ideas in virtual communities and networks.
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Rookie (13 -18 )
All-Star (18 - 25 )
• Influenced by music related Artists
• Influenced by media and music related Artists
• iGeneration (very technology driven) & immersed in social media
• Self-aware/Open-minded
• Strives to express individuality through fashion
• Learning to budget and spend their money • Social Media savvy
• Coordination of colors and brand names are not necessary
• Shops organically and purchases relatable items
• Gravitates to more extreme looks
• Diverse culture
• Prefers slimmer fitting clothes • Dresses from the bottom up (footwear first)
Social engagement is the key to leveraging DTLR’s
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core demographics.
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Hall of Fame (26 & U p)
The Real MVP
Street Chic (15-2 5)
• Self-confident/Self-aware
• Mom
• Fashion forward
• Financially established
• Initial influencer of fashion choices within the household
• Primarily a minority
• Less flexible/steadfast brand loyalty • “Back to the Basics” generation/ wears timeless footwear/apparel • Grew up with traditional “HipHop” music influence
• Provides financial support for or contributes to children’s spending habits • Identity builder
• Lives in an urban area • Spends on key fashion items • Spends on beauty • Has an edge • Wants to look good even when she dresses casually
AIRSTREAM
DTLR RADIO MOBILE Studio
DTLR Radio is coming to a city near you in our Airstream mobile studio. This customized, fully-equipped, mobile radio station has a wet bar, a lounge with tufted seating, and video game consoles. And of course, it also has a state-of-the-art broadcast studio to take our consumers to new places and introduce them to new artists. We broadcast DTLR Radio and host artist visits inside of the mobile studio using audio and video technology. This allows us to stream via our DTLR Radio app. With this mobile station, we have a presence at some of the biggest urban lifestyle events including CIAA, HBCU Homecoming(s) and Memorial Day Weekend in Miami, etc.
BRAND MARKETING OPPORTUNITIES Experiential Marketing Our Experiential Marketing opportunities puts your brand face-to-face with our consumers and positions your brand at the center of their conversations. Through authentic lifestyle activations, our consumers will surely remember your brand, share the moment on social or text a friend about it. During a DTLR experience we create, capture and share brand moments that become valuable content for your marketing efforts. DTLR, Inc. can offer an exciting opportunity that will align with any Go-To-Market plan. In partnership with DTLR, our vendors have a unique opportunity to advertise product at a large scale during our annual or customize lifestyle experiences such as: DTLR HBCU Tour, CIAA Fan Fest, Hot 107.9 Birthday Bash, Streetz 94.5 Festival, Bud Billiken Parade, CIAA, and Wild Splash—just to name a few.
ANNUAL EXPERIENCES
HBCU Homecoming Takeover
CIAA
DTLR took over Morehouse College in a major way with performances by HD4President, Stick, Coco Vango, OMB Peezy, Toosii, Yella Beezy, and Karlae
The 2022 CIAA Fan Fest took place in Baltimore for the very first time ever and it’s safe to say the city prevailed. DTLR was in the building and our presence couldn’t be missed. Recreating an old-school Baltimore experience, we created “The Block” with our partners at Adidas. In our full-fledged build out we had it all: a 360 photo booth, a Spin-wheel giveaway station, our extremely popular Adidas t-shirt customization center, incredible music courtesy of our all-Baltimore DJ lineup, and so much more.
BET Radio Broadcast Center, Sponsored by SPRITE Birthday Bash Atlanta’s Hot 107.9 “Birthday Bash” brought out over 27,000 of Atlanta’s “finest” as they celebrated artists from the past 25 years and those of today. The event featured artists such as The Migos, Lil Baby, Erica Banks and CeeLo. DTLR took over the backstage and the Concourse with dynamic activations.
Inside the broadcast center you will find over 80 national FM hip-hop radio station including DTLR Radio. As, a lifestyle retailer, DTLR Radio is allowed to interview and give away footwear to the artist. See the link below showing you some of the artist we have gifted over the years.
The DTLR Lounge, located in the backstage area, created a zone for artists to relax in while watching the show, playing video games or partaking in the food/beverage bar. The DTLR Airstream acted as a billboard and backdrop for DTLR Radio’s “Fadam Got Da Juice” Artist interviews and seeding (please see Artist seeding and interview list below). Entertainers had to pass by the lounge in order to get to the stage which made DTLR the highlight of the event.
All Star Chicago Recap DTLR took over All Star Weekend with interviews with Moneybagg Yo, 2 Chainz, Shiggy, Toosii, and more at the DTLR Radio Studio at 87th & The Dan Ryan.
DTLR RADIO IMPACT Our IMPACT Marketing opportunities are used as a vehicle to communicate your brand message through our online consumer journeys. We create custom content that genuinely speaks to our customer. We create brand awareness and organic hype for your product GTM plans within our consumer base. Through custom content creation and authentic social media campaigns, our consumers will get excited about the release, deem it hot, and share with a friend.
Digital Touchpoints Include:
We leverage several digital marketing tactics such as social media marketing, email marketing, digital screens with QR code technology, digital billboards, webpage banner advertising, and online network partnerships (i.e Complex, Sneakernews, etc.) that generate measurable results. Impressions, Reach, interactions, and brand sentiment just some of the valuable insights captured and shared with our partners.
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Front Page Banner or Homepage features
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Exclusive Brand Email Marketing
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Social Media Marketing (Organic/Paid)
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Twitch Gaming & Livestream programming
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DTLR App/ DTLR Radio App Promotions & Giveaways
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Digital Gift Card Promotions & Giveaways
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SMS Text Messaging
CUSTOM EXPERIENCES
HerLifestyle DTLR premier fashion and lifestyle retailer, launched a panel-style event series geared towards enlightening, elevating and empowering women in lifestyle and entertainment. The movement sparked a much needed conversation around women working in lifestyle and entertainment business while creating hype around key styles in women’s footwear. The series has toured to Baltimore, Atlanta, Chicago, Miami and more.
HBCU Battlegrounds Gaming Tournament DTLR, Inc. partners with the very first HBCU E-sports league, Cxmmunity and Twitch, to create a virtual HBCU program centered in e-sports and live-streaming. The program was initially created to raise funds for HBCUs critical funding and alumni support due to COVID-19 Pandemic as a result of cancellations and campus closures.
Jordan Cool Grey Pop-Up Event DTLR and Jordan – in partnership with Arena Social Arts Club and Hue 2 Gallery – worked to share a unique connection to D.C. through the lens of her. The brands brought the popular Air Jordan 11 “Cool Grey” sneaker back to the chocolate city via a pop-up art exhibit highlighting four women from the DMV, whose art was curated to tell the “Cool Grey” origin story in a figurative, artistic format.
DTLR Radio Virtual Record Pool / Live Q&A DTLR invites national DJs, trendsetters and tastemakers to exclusive live Q&A sessions w/ popular artists and celebrities.
The Unexpected Creativity Art Exhibition opened on Dec. 7, leading up to a Friends & Family reception on Dec. 10 hosted by DTLR and Jordan Brand. With the help from the Arena Social Arts Club, attendees were in for a visual treat by four local visionaries, who created the unexpected works of art. Artists Lex Marie, Dyymond WhipperYoung, Keiona Clark, and Anisha Murdock were hand-selected to present original pieces inspired by the chilling design and living legacy of the iconic sneaker.
Photoshoot Fresh DTLR’s marketing initiatives continue to highlight Adidas footwear and apparel styles with co-op-supported programs. Our strategic approach is designed to promote sell-through of key styles, including the Forum, Super Star, and Tiro as they hit stores. We kicked off 2022 with several notable brand moments, including an interactive activation at the 2022 CIAA Fan Fest, an influencer asset bank, and a multi-city digital billboard display campaign.
IN-STORE EXPERIENCE & EVENTS
(Elevated production costs covered by partner)
DTLR has over 240+ locations in 19 states and ample opportunity to touch customers all over the U.S. When customers walk into one of our store locations, they walk into a lifestyle experience with their favorite trends in streetwear fashion, music and local charm provided by our staff. Advertising opportunities in-stores include: •
Digital 8ft. Jumbotrons behind the cash wrap
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250+ Digital screens across all regions
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Custom Window Campaigns (where applicable)
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Employee sales contests
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Employee brand release days
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In-store Meet & Greets w/ elevated fan experience
ELEVATED MEET & GREET Our in-store events are a staple within the DTLR community. Our customers have exclusive access to their favorite celebrities including upcoming and in-demand artists, professional athletes, comedians and adored influencers.
STREET WEEK TAKE OVER Artist get to take over DTLR Radio assets (radio airplay, commercials on-air & store screens, radio drops and interview, social media campaign, email blast, etc.) leading up to release. The artist new music is placed into heavy rotation. This also drives brand awareness and increases sales. The campaign runs for 5 days.
GET AMPD (ARTISTS. MANIFESTING. POWERFUL. DREAMS) Performances, Concerts, Interviews, News from the DMV to the World Artist will be featured on @ampdofficial Instagram page and it includes interview and freestyle.
Dare To Live Right
Our mission is to create an environment of inclusion while making a difference in the communities we serve. DTLR works collectively to engage and create programs to uplift and revitalize around community, voting, education, health, and activism within and for our underserved communities.
Dare To Live Right is the outreach branch of DTLR that galvanizes our communities around the following:
VOTING
Educating our communities about voting rights, obligations and protocols.
COMMUNITY
HEALTH
Increasing communication, education and awareness throughout our communities.
Building and strengthening relationships amongst those we serve.
ACTIVISM
EDUCATION
Focusing on the education and success of future generations.
Developing future community leaders by providing a foundation of leadership.
How do we serve? • Dare To Vote – We are committed to empowering and educating our people about the changes they can make near their homes. • Dare to Thrive – Within our pillar of Health, we want our people to truly THRIVE. To Thrive is to grow and develop vigorously so that one can truly prosper and flourish. Under that premise we Dare our Community to Thrive in all aspects of physical and mental health. • Dare to Educate – Within the pillar of Education we continue to incentivize achievements in traditional education, while also encouraging youth to follow their passions from an entrepreneur perspective in the fashion, art and trade industries. We Dare to Educate our community about their endless potential by connecting them with people, places and experiences that may have seemed unreachable. • Dare to Serve – Our Dare To Live Right mission, nor any Mission can be even achieved without Unity! Community outreach initiatives and opportunities for community members that serve others. With each pillar and our continued service efforts within communities, we know that we are truly Better Together! • Dare to Demand Change - Within the pillar of Activism we have bridged the gap between youth and the issues that matter to them. Our goal is to start the conversation and create change. Our younger generation does not think they are being heard and we hear them!
SPECIAL SERVICES POWERED BY UNRULY RECORDS SWE - STREET WEEK EXCLUSIVE
Unruly has created a system that allows us to create glass master CD replications, professional shrink-wrapping, preparation for sale, and more importantly shipment in time for street week promotions.
VENUE SALES In this increasingly difficult space to navigate what you can & can’t do when it comes to sales, we have crafted another unique opportunity to engage with customers while maintaining a sales presence. We are AtVenu & Soundscan partners and can bring “qualified sales” to your release concert or tour stops. This physical product is very coveted to core fans and up to now, there hasn’t been a way to take advantage of these events especially since the pandemic. By combining the SWE program with venue sales, we could see even more consumer engagement and sales growth.
AUTOGRAPH CD SALES Purchase autograph CD from your favorite artist https://dtlrradio.ecwid.com/
DIONNE BURKETT Director of Music & Entertainment 410-487-8764 // dburkett@dtlr.com