Partnerships · Season 4 · May 2026
D2D / Partnerships
02 · The show
Each episode features an unscripted interview followed by a double-jam session with the most under appreciated (and often the most interesting) member of the band.
Filmed across Toronto, Hamilton, and Halifax (so far), episodes run on a biweekly cadence centering around the main episode, a 360° video of the jam session, and a contest giveaway.
02b · The biweekly cycle
10–12 deliverables deployed across Instagram, Facebook, YouTube, TikTok, Threads, Spotify (and Apple Podcasts, Amazon Music, etc.).
01 Episode teaser
Quick BTS clip or photo 1–2 days before launch. The cycle's first touchpoint.
IG · YT · TT
02 Episode trailer
Polished launch-day reel previewing the full episode. The cycle's anchor post.
Anchor · IG · YT · TT
03 Main episode
6–10 minute interview followed by a double drum session with Host Adam and guest.
Flagship · YT · Spotify
04 Reels
15–30 second high-energy clips, 2–4 per cycle. Reused as Shorts and TikToks.
IG · YT · TT
05 360° main video
Interactive 360° video of the full double-jam session. A format that doesn't exist anywhere else.
Unique · YT only
06 360° promo
Short reel previewing the 360° main, pushing viewers to YouTube for the full version.
IG · YT · TT
07 Contest invite
Signed sticks and T-shirt prize. The only paid-boosted post in the cycle.
IG-boosted · IG · YT · TT
08 BTS / thank-you
Instagram post of Adam and guest with a brief thank-you caption.
IG carousel
09 Contest winner
Wheel-spin reveal video announcing this week's signed stick and T-shirt winner. Closes the loop on Contest Reel.
IG · YT · TT
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 Season
04 · The audience
The headline is the over-index: D2D's audience is exactly the demographic that many drum, cymbal, and audio/visual brands are eager to reach.
Men
80%
Of Instagram followers. Facebook skews further at 89.4%.
Age 25–54
86%
The gear-buying window. Peaking around 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.
80% men, 86% in the gear-buying age window, primarily Canadian.
05 · The trajectory
+137%
Instagram followers from December 2025 to mid-May 2026.
625 → 1,481 · Dec 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 reveal a niche audience that converts at the low end of cost 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 — May 2026
Instagram followers climbed from 625 to 1,481 between December and mid-May — +137% in six months, with the steepest acceleration after the multi-reel strategy went live in early March.
Dec 2025 — May 2026
YouTube subscribers grew from 1,761 to 1,918 in the same window — a steady +8.9% climb, with the same March step-change visible on both surfaces. Each chart is scaled to its own data range; absolute values labelled on the y-axis.
01
80% men, 86% age 25–54. The demographic many drum and cymbal brands spend marketing dollars trying to reach.
02
+137% Instagram followers since December. 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