Say Hello To Call & Response, Australia's Newest Hip Hop Marketing Powerhouse

The Australian world of hip hop is in the midst of an industry shake-up with the arrival of Call & Response, a new music marketing venture between stalwart industry organisation SGC Media and Josh Taylor-Anderson of Cassette Entertainment.

Coming together with the distinct aim to heighten the focus on a thriving, diverse scene that all too often goes under-represented, Call & Response has gotten things started on the right foot, securing several standout performers to join its foundation roster including the likes of Seth Sentry, Sarah Connor, Nico Ghost, Lyall Moloney and more.

"For a long time I have been a champion of hip hop in Australia and all too often it can be under-represented," Taylor-Anderson said in a statement. "I saw the opportunity to support the culture by way of PR and marketing from a grassroots perspective whilst still holding key relationships with major media both here and abroad. Partnering with SGC afforded us and our clients the mainstream platform from which to work off which has become our major point of difference in the past few months."

Echoed Stephen Green of SGC Media, "We have had incredible growth in the last twelve months with our Collision Course metal marketing company and we've learned that it's because it knows its market and fans intimately and lives and breathes the niche.

"When Josh came to me with the idea of creating a marketing home for hip hop, I jumped at the chance to be involved with creating something where hip hop and urban culture is in its DNA, not just another PR company with a database." 

It's little surprise that the company should have been able to seal deals with artists of that ilk, given Taylor Anderson's own impressive history, which includes handling artist management and touring as well as curating festivals such as Sprung and Big Pineapple. He'll use his wealth of knowledge and experience to help Call & Response extend itself into the realms of PR, radio and digital marketing as well as employing innovative concepts and techniques.

Additionally, the company has already started making its presence known with special events such as a recent charity screening of A Tribe Called Quest documentary Beats, Rhymes & Life at Brisbane's New Farm Cinemas, in honour of late band member Phife Dawg and in support of Diabetes Queensland.

"The time of taking a track in to radio and pitching at a newspaper and thinking the marketing is done are gone. There’s a not a huge choice of real ‘hip hop people’ who understand marketing as well as the culture and the scene in this country," Taylor-Anderson said in a statement.

"We want to create a business that lives and breathes the culture and uses ideas and creative marketing concepts as the driver then layers the PR to create exciting campaigns that people want to engage with from your local blogs up to major publications."

For more information about Call & Response, their clients and what they do, see the business' website.