Jimmy Alter Community

Creating an active community for music minded youngsters, age 15-25, who are hard to reach through traditional media. This community of early adopters spreads the word about upcoming bands and events and actively takes part in campaigns promoting famous bands.

In 2005, Fortress created an online platform entitled Jimmy Alter comprising of a blog, a forum, and internet video and radio, supported by offline activities such as street marketing and TV. The platform produces its own content and has a large team of bloggers, journalists and photographers contributing to it.

Jimmy Alter stands for your alter ego who loves to check out real music that is fresh, original and at times alternative. Jimmy isn't interested in the hypes around "manufactured" bands and pop stars.  By combining  offline / street visibility with a very active online blog, passionate music lovers are reached and activated by the one thing they love most: music.