Sponsor brief · Season 4 · May 2026
D2D / Sponsor brief
02 · The show
Each episode features an unscripted interview followed by a double-jam session with the most under appreciated (and often most interesting) member of the band.
Filmed across Toronto, Hamilton, and Halifax (so far), episodes run on a biweekly release schedule centring on the main episode, a 360° interactive video of the jam session, a contest/giveaway, and supplementary social reels redirecting to the main episode.
03 · Heard on the show
Broken Social Scene
Season 4
Our Lady Peace
Season 4
Tegan and Sara
Past seasons
The Arkells
Season 4
Sam Roberts Band
Season 4
American Football
Past seasons
July Talk
Past seasons
The Trews
Season 4
Wintersleep
Past seasons
Barenaked Ladies
Next
04 · The audience
The headline is the over-index: D2D's audience is exactly the demographic that many drum and cymbal brands spend their marketing dollars trying to reach.
Men
80%
Of Instagram followers. Facebook skews further at 89.4%.
Age 25–54
86%
The gear-buying window. Peaked in the 35–44 bracket.
Canadian
72%
Plus 14.6% in the US. Top city Toronto at 10.7%.
Over baseline
+34pts
Above the Canadian Meta gender baseline of 46% men.
80% men, 86% in the gear-buying age window, primarily Canadian.
05 · The trajectory
+100%
Instagram followers since Drummer to Drummer returned from hiatus in January 2026.
740 → 1,481 · Jan to May
March was the turning point
2.8× Instagram views month-over-month. YouTube engaged views moved 5× in the same window.
06 · The conversion
Eight contest reels boosted on Instagram, $30 each. The math is the proof: a niche audience converts at the low end of industry benchmarks.
$0.64
Average cost per follow across all eight boosted contest reels — 374 follows on $240 of total spend.
Industry benchmark
$0.50–$2.00
Niche Instagram follower acquisition typically costs $0.50 to $2.00 per follow. D2D sits at the low end of the range, with a single-post best of $0.29 on The Trews contest reel.
374
Paid follows
~10×
Contest vs organic
07 · Proven brand integration
5,037
Organic views · single post
An experimental gear post for local sponsor YC Drum Company pulled over 5,000 organic views on Instagram — a sponsor placement performing like an editorial feature.
Sponsored content ideas
01
Gear specs, technique breakdowns, and production stories.
02
Host-worn apparel, branded sticks in the contest prize pack, and other placements that fit within the show.
03
The contest mechanic already drives the show's best follow conversion. A sponsor-prize variant compounds reach with brand association.
08 · Why this audience
Dec 2025 — Apr 2026 · May projected
IG followers climbed from 740 to 1,400 between January and April (1,481 already by mid-May). IG monthly views moved 2.8× in March as the multi-reel strategy went live, sustaining through April. Dashed segments project each metric through May based on its Dec–Apr trajectory.
01
80% men, 86% age 25–54. The demographic many drum and cymbal brands spend marketing dollars trying to reach.
02
+100% Instagram followers since January. March drove 2.8× the IG views of February and 5× the YouTube engaged views.
03
38,694 views on the Arkells trailer. Band collabs multiply reach profoundly across a season.
04
97.58% positive sentiment on YouTube. Tactical drum content drives saves. Sponsor integrations fit naturally here.
09 · Let's talk
Sponsorship is open for Season 4. Broken Social Scene is projected to be our largest release of the year.
Season 5 production is underway, featuring drummers from Barenaked Ladies, Silverstein, The Constantines and more.
Adam Nimmo
Host · Drummer to Drummer