2018 marks five decades since the iconic reggae label Trojan Records changed the British musical and cultural landscape. To mark the occasion, we plotted a year-long celebration of its unparalleled history, taking in a series of live events, catalogue music releases, new music releases, streaming initiatives, a documentary film, a new
brand partnership and a definitive coffee table book about this richest of histories. Throughout this year we’ve maintained multiple touch-points for fans to celebrate and engage with the Trojan label and music they’ve been following for years or are just starting to learn more about.

The “traditional” media coverage, press and promotion has been unprecedented and includes multiple magazine front cover features, TV features and news pieces across BBC, ITV and Channel 4, as well as repeated radio programming across the BBC network, culminating in an August bank holiday takeover of 6 Music.

One of the key aims of the 50th anniversary celebrations was to bring in and increase our younger audience (18-24), we’ve become very adept at knowing our core fanbase (35-54) and serving up product and content they want to see and engage with; but as the core fanbase gets older, we need the younger fans to keep the music alive. We partnered with streetwear brand Carhartt WIP on a very limited run of merchandise items, which launched at Berlin Brand Festival Bread & Butter. We also extended the relationship to include a Carhartt takeover of This Is Trojan Spotify playlist (increase in followers of 7% and Instagram followers by 30%) and Carhartt ran a series of Trojan-themed radio shows/podcasts which broadcast on NTS radio.