CLEVELAND, OH — September 23rd marked the conclusion of the Percussion Marketing Council (PMC) 2018 International Drum Month promotion with the “Roadie for a Day” grand prize winner meeting legendary drummer Rick Allen of Def Leppard at the San Diego, CA concert. Contest winner Bradley Biggs from Anaheim, CA, spent the day at the Petco Stadium, meeting with Allen backstage, and experiencing what it’s like to be a professional touring drummer, including band sound-check and all-access Def Leppard concert.
Biggs was one of more than 1200 entries submitted online through the Percussion Marketing Council’s PlayDrums.com website. The PMC's International Drum Month promotion reaches beyond the music industry through targeted social media marketing to create excitement for drums and drumming, while helping drive new drummer-customers to local music stores or drum shops during the month-long May campaign.
“This year the International Drum Month campaign and ‘Drum Roadie for a Day’ contest received tremendous interest and support from the entire percussion industry,” says PMC Executive Director Karl Dustman. “We had 125 participating retailers use the life-size Rick Allen standup in their stores to attract additional entries for the “Drum Roadie for a Day” contest. This year we more than doubled the number of entries that were received during the 2017 International Drum Month (IDM) campaign. With over 1200 contest entries, this is the largest consumer participation in IDM history.”
The “Roadie for a Day” backstage experience started early in the day with a detailed tour of Allen’s drum kit with Def Leppard drum tech Jeff Diffner. He went in-depth on the inner workings of Allen’s drums as well as the Def Leppard live show. Allen surprised contest winner Biggs by showing up backstage earlier than expected. Biggs was floored when Allen walked up to him and said, “Hi Bradley, I’m Rick and it’s a pleasure to meet you.”
Biggs commented after the concert, “While it’s music that makes a band, it is an enduring spirit of perseverance that makes Def Leppard. Rick Allen particularly embodies this spirit and serves as a fountain of musical and emotional inspiration in my life. While I have previously attended other Def Leppard concerts, but this year on behalf of the Percussion Marketing Council, I got to experience my favorite music in an entirely new way. It was truly an honor of a lifetime to be chosen as the winner of the PMC’s 2018 Roadie for a Day contest.”
Special thanks to Yamaha Corporation Marketing Communications Manager David Jewell and Yamaha Drums Artist Relations Manager Greg Crane for arranging this year’s backstage experience with Rick Allen. Allen is considered one of rock music’s most energetic and talented drummers on an international scale. A 1984 automobile accident severed Allen’s left arm, but he did not let that stop him. With the aid of acoustic-electric hybrid drum kit, Allen uses four electronic pedals for his left foot to play the pieces he used to play with his left arm. Allen plays Yamaha Oak Custom drums with a matching subkick, along with Remo drumheads, and Zildjian cymbals.
Plans are already developing for the May 2019 International Drum Month campaign with the goal of recruiting more retailers and attracting even larger consumer participation.