PMT are the UK’s largest musical instrument retailer, with 15+ stores dotted all over the UK.

Artifact Media and PMT work together regularly to create high-quality, effective video content – most significantly for the brand’s YouTube channel which currently stands at 217,000+ subscribers and an accumulative 125million+ views.

We’ve come a long way since 2015.

Just two weeks after their Newcastle store opened back in May 2015, they were kind enough to offer me the position of Hi Tech Expert.

Alex Wardle – Newcastle’s Hi-Tech Expert way back in 2016, before the days of Artifact Media!

Armed with a degree in Music Technology and Production, I helped customers understand products like mixing desks, keyboards, software packages and PA systems. One day, I decided to bring in my recently-purchased video camera “for the crack”, and asked Guitar Expert Dagan if he’d like to shoot a daft little video.
The rest, as they say, is history…

Filming in the PMT Newcastle store in 2018


My days of selling guitars, synthesisers and production software are over… but in a way, they’re not. I’m pleased to have remained very much involved with PMT and for our relationship to have evolved over the years.

We now regularly film engaging content such as product reviews and buying guides in PMT Newcastle’s dedicated video studio. These reviews stand out from competitors’ offerings by combining a “personality first” approach (more on that below) plus beautiful visuals that aim to showcase the products in question as best as possible.

We want the viewer to not only learn from the video and be entertained by it, but react emotively to the highly-desirable musical instruments that are being showcased.

Since those early days, Artifact Media has produced hundreds of videos for PMT’s YouTube channel, all of which have helped to solidify their standing in a competitive marketplace. Alongside our regular content filmed in Newcastle, we frequently travel across the country to visit different PMT stores, capturing video content such as product reviews, buying guides and special features such as interviews with some of the most interesting and exciting personalities in the biz.

Interviewing Peter Hook – bassist of Joy Divison and New Order – at PMT Manchester in November 2020
Interviewing America’s Got Talent semi-finalists ‘We Three’ at PMT London in February 2020
Interviewing ‘False Advertising’ at PMT Manchester in February 2020

PMT are famous for their ever-expanding bricks-and-mortar stores, so whenever a new one opens, we’re there with the cameras – most notably for the new flagship Birmingham store in 2019.

Playing on the fun nature of the brand, we use occasions like Christmas to produce seasonal content, such as our 2018 Christmas Ad which took a fair amount of inspiration from a certain ’90s movie starring a boy called Kevin…


As you might expect, the majority of this content is considered long-form, with typical durations between 10 and 20 minutes (ideal for YouTube). This content perfectly supplements the core retail activities of the company, and helps to establish an authoritative company presence both online and offline. The values of the brand include high quality and impeccable standards of service across the board, which is precisely what their video content aims to communicate with their audience.

Dagan Wilkin and the channel’s other video presenters each have their own distinct personalities and styles, which they shamelessly put at the forefront. This is authentic video content; each presenter simply shows up on camera with their genuine inherent passion for music. Their enthusiasm results in videos that are are always engaging and have entertainment value front-and-centre.

Video Presenter Dagan Wilkinthe literal face of PMT!
Dagan and Heath reviewing the 2019 Ibanez bass guitar range at Headstock Distribution in Birmingham

Also key to the continued success of PMT’s content is that it is viewer-centric. Each and every video puts the needs, wants and potential problems of the brand’s audience first, with the ultimate aim of helping those audience members with useful, informative and entertaining content.

Paramount to PMT’s success in the world of digital content is the fact that there’s such a strong team behind the whole operation. Artifact Media is very much just one piece of the puzzle – behind the scenes is the in-house marketing team who plan and schedule the content, organise the logistics of having the right music gear (and indeed the right people) in the right store for the right shoot, and analyse the metrics from platforms like YouTube and Facebook to see how the videos are being received, so that we continually improve.

Artifact filmmaker Alex Wardle and Hi-Tech Expert Gareth McWilliam in 2018

The results

Total video views> 100K
Channel subscribers> 150K
Highest video view count1.6M
Total video uploads2.7K

It always has been, and continues to be, a pleasure to work with PMT. Combining literally my two biggest passions – music and filmmaking – is something of a dream come true. To look back on those first few videos we made just for fun, just to see what happened, just to see if anyone was remotely interested, and compare to where our hard work has led us today… not gonna lie, it’s a good feeling.

The best part is we have so much more in the pipeline, loads of bigger and better ideas and projects in the works that I’m sure will continue to be lapped up by musicians not just in the UK, but all over the world.

Congrats to the whole PMT House of Rock crew – from the guys and girls on the shop floors, to the trick marketing team and of course Dagan and all the other presenters – and here’s to another successful, LOUD year!

Want to grow your YouTube channel?

Get in touch and let’s produce “PMT-quality” videos.

Or, check out our detailed PDF Guide for more insights into Artifact Media video productions, including more case studies and pricing.

Alex Wardle
March 2021