20 l June 2014
www.psneurope.com
studioreport BELGIUM DAFT but not stupid
In a move initiated two years ago, Stijn Verdonckt, the owner and studio manager of La Chapelle Studios, has decided to rethink the facility’s communication and operations strategy, says Marc Maes
AS OF May, a new brand- name groups both La Chapelle Studios’ activities and its new marketing and communication division. “We’ve opted for the name DAFT – and that’s basically what it is,” says studio manager Stijn
Verdonckt. “[We’re not doing] traditional campaigns – we have the rock ’n’ roll DNA inside. And the link with music is our forte.”
The new website clearly divides DAFT’s activities into ‘bands’ – with the studio section – ‘brands’, grouping all activities
under one umbrella with a clear and distinct image. With an average of 16 booking days per month, the Waimes-based outfit, part of the Miloco group, is certainly up to standard when it comes to economic viability. In addition to the acclaimed acoustic specifications of the spacious La Chapelle live room, Verdonckt regularly receives requests to use the hall for corporate events, product launches and VIP meetings. The studio, located in the EUREGIO triangle of Germany, Belgium and the
Netherlands, has met with increasing success as meeting place and rapidly gained momentum as a communication and marketing tool for a wide range of companies.
“We now have given structure to this studio spin-off and set up a communication unit,” explains Verdonckt. “The idea is to help companies in their marketing efforts by adding music as extra factor – either by booking artists or, like in the case of the upcoming summer festivals, provide a mobile recording studio where the festivalgoers
Daan ‘DAAN’ Stuyven recording his latest album in La Chapelle’s live room
can record their own seven-inch vinyl single.”
“It’s clearly a win-win
situation”, he continues. “Brands are continuously looking for interesting content to offer to their fans, and music [is] a perfect engagement tool. On the other hand, bands are looking for financing and new ways to get their music heard. Clearly, putting them together makes sense...” Verdonckt points out that the marketing arm is to be seen as strengthening the studio’s position rather than as an alternative for falling recording
revenues. “With both leading Belgian artists such as DAAN and Jef Neve and internationally known bands like Stephen Malkmus and the Jicks returning to the studio, I’m happy to see that, in five years, we have been able to put the studio on the map and made La Chapelle attractive to both artists and producers.” DAFT has also recently launched the Writer’s Lodge, a converted farmhouse in “an inspiring landscape” for musicians who want to work on new material.
www.wearedaft.be
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