Helping a massive global music brand hit their rhythm
THE ASK
SABIAN is one of the most recognized names in music, virtually synonymous with cymbals. Despite ranking second in global market share, new challenger brands like Meinl and Paiste were quickly gaining traction, particularly among younger musicians. SABIAN tasked us with a bold objective: to increase school music sales and grow U.S. market share by 5–10%, ultimately aiming for a 30% stake.
We responded by leading a full brand transformation, anchored in integrated marketing campaigns that fused music, entertainment, and cultural relevance.
BRAND STRATEGY
To set the foundation, we immersed ourselves in the world of drummers and educators—conducting extensive audience research, social listening, and in-depth interviews. Our goal: understand the nuanced psychographics of both B2C and B2B stakeholder groups.
From this work emerged a key insight that guided everything that followed.
INSIGHT
Drummers are always chasing the next sound. Not just any sound, but the one that defines their voice, sets them apart, and becomes an extension of who they are as artists.
BRANDING
At the heart of the SABIAN rebrand is a celebration of authentic musicianship. The care and craftsmanship SABIAN brings to each cymbal is reflected in the artistry of the musicians who play them.
We built a bold new brand identity around the idea: “Play Your Way.”
This mantra speaks to the individuality of every drummer and positions SABIAN as a brand that empowers musicians to express their unique sound.
DIGITAL EXPERIENCE
Bringing the full-throttle SABIAN sound over to the website, Sabian.com became just as strong a performer as the brand and players themselves. The site now supports broader business initiatives while delivering a best-in-class brand experience.
Since SABIAN’s website is not an e-commerce platform, we partnered with key retailers to support the shopping experience and fulfillment, ensuring the path from inspiration to purchase was seamless.
SOCIAL & CONTENT STRATEGY
From this insight, we developed a robust communication and channel strategy to fuel both organic and paid content.
A cornerstone of the campaign was a video series featuring intimate artist interviews, highlighting the personal stories and creative journeys behind the music. This brought the brand to life and reinforced SABIAN’s human, artist-first ethos. Previously, SABIAN had virtually no paid media presence. We changed that, building a multi-tiered paid and social media campaign from the ground up. SABIAN’s expansive artist roster was asked to create social media content, and they did, with artists from bands like Guns’N’Roses, Styx and Leprous as well as drummers who play with the Weeknd, Rita Ora, Dua Lipa.
In 2022 alone, SABIAN generated nearly 36 million impressions across all platforms, dramatically increasing brand visibility and reconnecting with the next generation of drummers.
