Guitar Player, one of the most important rock magazines in the world, knows that the future of rock music depends on devoted guitar players who spend hours practicing. But how could we find the most dedicated guitar players in the city? We used a complaint database from the Condominiums Association of São Paulo (AABIC) to find the players with the highest number of complaints from neighbors. And once we found these guitar players, we carried out a promotional action with them.

The more dedicated the guitar player, the more they piss off their neighbors. With that in mind, we went to the Condominiums Association of São Paulo (AABIC), which supervises over 8 million tenants and receives thousands of complaints every day, guitar players being the subject of many of them.

Using the AABIC complaint database, we tracked down the names and addresses of the guitar players with the highest number of complaints. But instead of fining them or preventing them from playing, we encouraged them to keep on rocking by soundproofing their rooms, giving them a better guitar and providing them with the Guitar Player method.

The Rock Star Next Door documentary was a hit. It generated content for the Guitar Player magazine itself and for the world of rock. The two young guitar players with the highest number of complaints, Vitor and Aline, were invited to give an interview at one of Brazil’s most popular rock radio stations: Kiss FM. The number of young subscribers increased by 10% and Guitar Player mentions on social networks jumped 18%.

And most importantly, we ensured that the young guitar players will continue playing, without being bothered by their neighbors.