As the summer draws near, the Cutting Edge Music Festival and Sights and Sounds Productions is gearing up for its biggest and best year yet. With over 20,000 youth and young adults projected to attend the four day three night festival, what better way is there to connect your product or brand with Canadian’s between the ages of 16-29 from across Southern Ontario? In case you haven’t heard what all the noise is about, The Cutting Edge Music Festival (CEMF) is the largest multi-day camping and music festival in Ontario! From July 31st to Aug 2nd 2009, people from all over Ontario gather at the beautiful Barrie location to rock out with their dock out, all while catching their favourite Canadian bands perform live at several locations across the massive festival grounds. I would like to have the opportunity to meet with you in person to discuss the various levels of sponsorship and sampling available. Please review the attached media kit and if you have any further questions, feel free to contact me at anytime. 647-449-0299

2. What is it?
> The Cutting Edge Music Festival (CEMF) is the largest
multi-day camping and music festival in Ontario
> CEMF is entering its fourth year and takes place every
August long weekend
> CEMF2007 drew over 10k patrons*
> CEMF2008 drew over 14k patrons*
> CEMF2009 is expected to draw over 20k patrons*
* Calculated over 3 nights

3. What it Looks Like

4. What it Looks Like

5. What the Industry Says
> “The most professional and eye catching promotion I have seen in my 40 years in the
music industry.”
> Ralph James (President, The Agency Group)
> “The best summer festival we have ever played.”
> Swav Pior (Drummer, ill Scarlett)
> “The Budweiser Big Rig hit over 20 major festivals and events coast to coast in 2008;
CEMF was the most professionally run stop with great support staff and an
enthusiastic audience.”
> Darren Shilton (Road Manager, Budweiser Big Rig )
> “Cutting Edge has raised the bar for summer festivals in Canada”
> Barry Taylor (On-air personality, 102.1 The Edge)

6. What the Festival Goer Says*
> “Best weekend of my life =) definitely coming back next year!”
Carlos Corredor (Conestoga)
> “My life reached it's pinnacle climax at Cutting Edge Fest. . .the
only thing that can make me happy again is another one.”
Steve Shilson (Toronto, ON)
> “Sweeetest weekend ever, by far!!!
beers+bands+beaches+camping..... so sick !!!!!”
Jessica Miller (Toronto, ON)
*Visit the Cutting Edge Facebook fan page for more comments

7. Demographics
> Age
> 80% of attendees are 19-29
> 65% of attendees are 19-24
> 15% of attendees are 13-18
> Sex
> 60% M, 40% F
> Coming From
> 29% London
> 24% GTA
> 94% Southern ON
* All patrons MUST complete insurance waiver
for entry that is verified by Gov’t issued ID
>People born since 1977 makeup the largest generation in
North American History, music is at the center of this
generation’s identity and purchasing influence!

8. > New Rock & Alternative: Alexisonfire, Broken Social
Scene, ill Scarlett, Tokyo Police Club, USS, Poison the
Well, Moneen, Attack in Black, Mobile, Pilate, Protest
The Hero
> Electronica: MSTRKRFT, Paul Oakenfold, MixMaster
Mike (Beastie Boys), Goldie, Hatiras
Previous Headliners
Broken Social Scene
Pilate
Juno winner Hatiras
MoneenMSTRKRFT
ill ScarlettAlexisonfire

9. CEMF 2009
> CEMF is a multi-day lifestyle event
> Attendees are immersed in the festival lifestyle experience
where they consistently interact and live with representative
brands which are integrated through a variety of platforms
> CEMF2009 has limited opportunities for brands to access and
engage the audience.
> This allows for the acceptance, association and awareness of
your brand within music, fashion, technology, youth, young
adult and pop cultures

10. Details
> CEMF has been held in the resort town of Grand Bend, Ontario for
the past 3 years but is moving just North of Toronto for 2009! CEMF
is much more than a concert! Patrons re-define the concert festival
experience without time limits for 4 days and 3 nights:
> July 31- Aug 2, 2009
> 16-29 Target Market
> Camping facilities
> Two live music stages
> Dance tent
> Beer gardens
> Drag racing
> Easy beach access
> Vendor and sponsor experiences*
> Xbox, Rogers, Bud, Red Rain Energy and Underground Operations have all
created brand experiences throughout the festival

11. Marketing Plan
> Radio
> Magazines/Newspapers
> Flyers & Posters
> Online
> PR
> Tickets

12. Marketing - Radio
> 4 week (July), regionally marketed campaign
> Regular rotation of 30 second ads (approx 250k value)
> Ticket giveaways, on air contests, live mentions
> Station website exposure, station email blasts
> Toronto (102.1 The Edge + University stations)
> London (FM96, Fresh FM & University stations)
> Chatham/Windsor (Rock 94.3)
> Wingham (The Bull)
> KW (The Beat)
> Sarnia (K106)
> CEMF2009 MC hosts are Barry Taylor & Josie Dye of 102.1 The Edge

13. Marketing – Magazines/Newspapers
> National
> Exclaim!, Faze, Vice
> Full page, full colour ads, print and online contests
> Ontario
> Alternative weeklies in the Toronto, London, Windsor, KW,
Hamilton and Niagara regions (eg. Eye in Toronto, Scene in
London)
> Combination of full page, 2/5 page, teasers and contests

14. Marketing – Flyers & Posters
> Brochures/Flyers
> 150k professionally designed and printed folding poster (17” x
22”,Folded, 100 lb glossy coated)
> Distributed hand to hand at every club, concert, festival and
event attended by target market in Ontario and the NE USA
> Secondary distribution through mail-outs to regional promoters
& stores
> Posters
> 10k full size posters distributed across Ontario

15. Marketing - Online
> Official Website
> CEMF.com features exclusive information eg. Artist updates and announcements, shuttle
bus schedules, stage times, promotions, photo gallery etc.
> Facebook
> Viral campaign centered around sponsored stories and social ads targeting 900,000
target market people in Southern Ontario
> Myspace
> Rotating festival ads on the Music page, Specials section and A Place For Canadians page
> Google
> Jesse to insert text
> Mailing List
> Collection of over 30,000 active emails (100% Non-Spam)
> Banner Ads/Event Listings
> Exposure on over 100 music related websites, contests on over 30 of sites ie.
blacktopguerillas.com, torontoindie.com, iloverock.ca

16. Marketing - Tickets
> Ticket Sellers
> 50+ storefronts to sell tickets, display posters & flyers
for two months in GTA/Southern Ontario
> Online Outlets
> Ticketmaster, Clubzone, Ticketbreak, Groovetickets
> Websites features CEMF ads and promotions
> Logo Placement
> Sponsor logo printed on collateral including tickets

17. Public Relations
> Media Relations
> Pre- Event: press release and media advisory sent to outlets across the GTA and
southern Ontario
> During the Event: on going media relation activities with outlets
> Post Event: follow up release and continuous media relations
> TV
> AFN, BPM, MTV Canada, MuchMusic etc
> Radio
> 680 News, 91X, CIUT, Edge102, NewsTalk 1010 etc
> Print
> 24 Hours, Eye, Now, Inside Entertainment, Fab, National Post, London Free Press, Rinse,
Scenester, Intelligencer, Toronto Star, UR etc
> Online
> Chartattack, Dose, ETN, HyperReal, Martiniboys, MSN, Soulshine, Spill, Torontoindie,
UrbNet etc

18. Sponsorship Opportunities
> Title Sponsor – one position
> Presenting Sponsor – two positions
> Stage Sponsor – one position
> Program Guide Sponsor – one position
> Campsite Sponsor – one position
> Performance Branding – various
> Crowd Interaction (Prizing, Autograph Signings, Sampling)
> Transportation Branding (to/from town)
> Video Projection
> Camping Aids – Supplies, Comforts and Surprises
> Vending
> Other

19. Sponsorship Opportunities (cont’d)
Title Sponsor
(Maximum one sponsor)
> (your brand) Cutting Edge Music Festival
> Copy approval on all marketing material
> Logo prominence (preceding CEMF verbiage) on ALL marketing
including radio, print, online, press releases, onsite, ticket etc
> Category exclusivity
> Onsite space for promotional activities
> First option for sponsorship marketicipation
> General admission tickets and VIP passes

20. Sponsorship Opportunities (cont’d)
Presenting Sponsor
(Maximum two sponsors)
> Cutting Edge Music Festival presented by (your brand)
> Logo prominence (secondary to Title Sponsor and CEMF verbiage) on ALL
marketing including radio, print, online, press releases, onsite, ticket etc
> Category exclusivity
> Onsite space for promotional activities
> Second option for sponsorship marketicipation
> General admission tickets and VIP passes

21. Sponsorship Opportunities (cont’d)
Stage Sponsor
(Maximum one sponsor)
> (your brand) Stage
> Logo prominence and name before the listing of the stage on ALL
marketing materials that list the musical stage (print, online, onsite
etc.)
> Repeated stage announcements by MC Josie Dye of 102.1 The Edge
> General admission tickets and VIP passes

22. Sponsorship Opportunities (cont’d)
Program Guide Presenting Sponsor
(Maximum one sponsor)
> Logo prominence (secondary to Title sponsor and “CEMF2008”
verbiage) on Official CEMF Program Guide
> Contains Site Map, Performance Schedule, Event Info and more
> Full colour, glossy, flyer-style format handed out to all attendees
upon arrival at front gate

23. Sponsorship Opportunities (cont’d)
Campgrounds Sponsor
(Maximum one sponsor)
> (your brand) Campgrounds
> Logo prominence and name around campground on ALL marketing
materials that list the campground (print, online, onsite etc.)
> With over 5000 campers, when the concert portion ends the
campground party begins
> Theme opportunities

24. Sponsorship Opportunities (cont’d)
Crowd Interaction
> Customized to best integrate your product/service/brand into the event
> Vendor ally: Tents, booths, consumer interaction etc.
> Talent meet and greets, autograph signing opportunities
> Official product/service status
> Consumer sampling and prizing
> Onsite sales rights
> PA announcements
> Onsite Branding
> Flyer, Poster, Program, Ticket, Online and Onsite logo placement
> Program ads (full colour)
> Website banner ads

25. Contact
Other ideas? Let’s talk about “official status” for what
your brand represents as CEMF continues to re-define the
festival experience!
Sarah Mckay
sarah@sightsandsounds.ca
(T): 416.513.0000 ext. 223
(C): 647-449-0299