Drummer to Drummer Partnerships

Instagram

+179%

followers since January, now 2,064

Views

699K

across platforms, Dec–Aug

Record month

91.7K

Instagram views, August 2026

Season 5

episodes in Kitchener, Nov 28

Who is watching

The audience is the pitch.

Most music programming reaches a general audience and hopes drummers are in it. This one starts there.

82%MenAgainst a 46% Canadian Meta baseline — an over-index of 36 points.

85%Aged 25–54The gear-buying window, peaking in the 35–44 bracket.

65%CanadianWith a further 23% in the United States, and Toronto the single largest city.

97.6%Positive sentimentMeasured across YouTube comments. An audience that argues about ghost notes, not about anything a brand would need to distance itself from.

MenWomen

Instagram followers by age and gender, September 2026. Men aged 35–44 alone are a third of the entire audience.

This is not a general music audience. It is drummers, in the years they spend money on drums.

The trajectory

The audience has nearly tripled this year.

Nine months of biweekly releases, 13 episodes, and two step-changes in growth — both of them strategy rather than luck. March, when the show went to several reels per episode. August, when stronger guest cycles and release-night boosts produced the biggest month in its history.

+179%Instagram followers since JanuaryFrom roughly 740 to 2,064, with the strongest single week of the year (+206) landing at the end of August.

3xMarch over FebruaryGoing from one supporting reel per episode to two to four tripled monthly views inside a month.

91,736Instagram views in AugustThe biggest month on record, on roughly half the spring posting cadence.

$0.61To earn a followerAgainst a $0.50–$2.00 industry range, and the efficiency held while the audience tripled.

Instagram views by month

Instagram views by month, December 2025 to August 2026. The July dip is a three-week production gap, not an audience decline; August came straight back to a record.

Both jumps came from a change in how the show is made and promoted, so Season 5 starts from the top of the curve, not the bottom.

Partners

Who is already in.

Every item below is a deal that exists — not a projection of what a partner might expect.

Presenting sponsor · Season 5

Rupert Street Recording presents the Waterloo season.

The Kitchener studio hosts Season 5 on November 28 with a cash sponsorship plus studio time, audio crew and gear, agreed in October 2026. The presenting slot is taken; season-partner and local-partner slots sit alongside it.

Content collaborator

SABIAN became a content collaborator.

From a first pitch in June to a negotiated collaboration in August. The Wine Lips episode went out as a joint post on SABIAN’s Instagram channel, pushing the show to hundreds of thousands of drummers through one of the biggest brands in the space.

Official partner

Sennheiser became a partner.

Sennheiser came on as an official partner of the show, with their microphones on the Season 4 sessions. One of the most recognized names in audio chose to be associated with Drummer to Drummer by name.

Sponsor

DC Music became a sponsor.

Toronto’s preeminent rehearsal studio and sound stage sponsored the show by covering our location fees. A partner putting real cost behind the production, not just a logo on it.

Season 5 · Waterloo Region

A Toronto show brings its first season to Kitchener.

Drummer to Drummer has filmed in Toronto and Nova Scotia. On November 28th it shoots ten episodes at Rupert Street Recording, with drummers from July Talk, Billy Talent, Thunder Queens and more. Every piece of gear in the room is on camera, from every angle.

Season partner

Your name alongside Rupert Street’s on every episode of the season: a six-second sponsor spot at the top of each one, a voiced mention, your logo on the release reels, a tag on every post in the cycle, and the option to carry the credit on the episodes already in post, so the partnership is visible before the season airs.

Gear partner

Kits, cymbals, heads, sticks or mics for the shoot, played by the guests and on camera in 360°, credited on the episodes and the reels, with behind-the-scenes content from the studio for your own channels.

Who we are looking for

Drum, cymbal, stick, head and audio brands that want to be in front of working drummers, in a format where the gear is the point. If a drummer would notice your gear in the room, you are who we mean.

The lineup

Sit behind the kit with:

Coming up

July Talk

Billy Talent

Barenaked Ladies

The Constantines

USS

Thunder Queens

No Bro

Talk

So far

Broken Social SceneJustin Peroff

PUPZack Mykula

ArkellsTim Oxford

Sam Roberts BandJosh Trager

The TrewsTheo McKibbon

MoneenPeter Krpan

American FootballSteve Lamos

The FlatlinersPaul Ramirez

LimblifterJeremy Taggart

The ReklawsJeremy Kleynhans

Wine LipsAurora Evans

Dwayne GretzkyAdam Hindle

The Meligrove BandDarcy Rego

Crimson ShadowsCory Hofing

And the reach that follows them

Every episode puts our content in front of the guest’s following as well as our own. The Arkells trailer reached 38,694 views across coordinated uploads. Band-official accounts including @arkellsmusic, @thetrews and @meligroveband now republish or co-sign directly. A partner’s credit travels with it: when a band reposts an episode, the partner’s name lands on the band’s own grid, in front of an audience no media buy reaches.

The double-drum session

1 song.2 drummers.360 degrees.

Every episode includes the two drummers playing one of the guest’s songs together, filmed in 360° so the viewer can look anywhere in the room. Drag the video to look around.

The double-drum session · filmed in 360°

The full episode

Full episodes on YouTube, Spotify and Apple Podcasts.

The conversation, then the jam. Long-form video on YouTube and audio wherever people listen to podcasts. A partner credit in the episode goes everywhere the episode goes.

Zack Mykula of PUP · August 2026

Watch on YouTube Listen on Spotify Listen on Apple Podcasts

Micro-content

One episode. Two weeks of content. Every platform.

Each episode is cut into two to four short clips that run on Instagram, TikTok, YouTube Shorts and Facebook. That multi-platform engine is behind the 699K views, and it is why a partner’s name keeps showing up long after release night. The Tim Oxford clip below reached 24.7K views on Instagram alone.

**Jeremy Taggart** Limblifter, ex-Our Lady Peace

The contest

Where the ad spend goes.

Every episode cycle runs a giveaway: signed sticks and setlists from the guest, the winner drawn on camera and announced in the next episode. Three of every four ad dollars we spend sit behind the contest reels, so a partner on the contest shows up in paid and organic reach in the same post. A partner supplying product takes that entire spike.

114New followers from one contest postThe PUP giveaway in August, at $0.52 per follower.

10xFollows per post versus regular postingAbout 47 per boosted contest reel against 4.6 for everything else, December to May.

~50%Of follower growth, December to MayCame from the boosted contest reels alone.

**Arkells giveaway** signed sticks and setlist

Working together

Six ways a brand fits in.

These are formats the show already produces every cycle — a partner steps into them rather than commissioning something untested.

The sponsor spot

A six-second spot between the show open and the episode itself, professionally shot by our crew during the season’s production, the way we made Sennheiser’s. It runs at the top of every episode in the season, everywhere the episode goes.

The double-drum session

Two kits, two drummers, one song, filmed in 360° so the viewer can look anywhere in the room. Nothing else in drum media looks quite like this, and every piece of gear in the room is on camera from every angle.

Spec and setup segments

A walkthrough of what the guest plays and why. The YC Drum Company kit-spec post is the template: it earned 5,037 organic views with no paid support. Gear content does not get skipped here.

Craft and technique reels

The highest-saved format on the channel is a guest breaking down how a part actually works. The same treatment applied to a brand’s own craft — how a head is made, why a cymbal is lathed a certain way — is the most natural place for a partner to start.

Contest prizing

Every cycle runs a giveaway, and it is consistently our strongest follower-conversion mechanic, at up to 114 new followers from a single post. A partner supplying product takes that entire spike, with the partner’s name on the entry.

Release-week amplification

Every episode gets a paid push on release week, already running and already efficient. Partner-integrated episodes inherit that machinery rather than starting from zero.

Let’s talk before
November 28.

Integration works best when it is planned in before the shoot rather than added afterwards. The season-partner conversation is open now, and the Waterloo episodes release January to March, so there is time to do it properly.

Producers

Adam Nimmo · Jon Lucas · Nathan Stretch

hello@drummertodrummer.com

Instagram

@drummertodrummer

YouTube

@drummertodrummer

Drummer to Drummer