BMI X LOLLAPALOOZA
Each year, Broadcast Music, Inc. (BMI) ventures to Chicago for the Lollapalooza music festival. For the 2016 festival, I led the development and execution of all web-and-social communications.
1. DESIGN A DESTINATION
There were 4 days of the festival, 24 acts in total, and countless details to share. To better market our stage, I designed a special landing page which brought a modern look to the site which improved the page readability and overall UX. Then, I worked with an in-house web developer who brough my concept to life.
I wrote all editorial copy which included original bios for each artist. “Flashback: Breakout Moments on the BMI Stage” served as fun content with smart SEO elements woven in. It highlighted BMI’s history of supporting juggernaut talent like Lady Gaga, Chance the Rapper, and Halsey.
2. SOCIALIZE THE STAGE
Our Owned Efforts
With robust social media content calendars, I built-and-sustained awareness of the BMI stage. This included static posts, a Spotify playlist, and content that drove traffic back to our landing page for more information.
Dealing directly with the artist’s team, I secured exclusive takeovers with stage acts including PVRIS, SoMo, ARKELLS, and DROWNERS. Each was given a designated timeframe and supplied videos-and-photos to better familiarize themselves with the BMI audience. Support on their individual accounts drove additional impressions.
Keep It Official
Working closely with C3 Presents, the event production company for the festival, I was able to share the opportunity to take over the official Lollapalooza Snapchat account for a day to a batch of artists. Not only was it great awareness for them and their time slot, it further drove home the fact that BMI had a must-see stage.
3. BE ON THE GROUND
Staying close to the action once the festival began would be important. Using a combination of an iPhone and a Canon G7X, I captured, edited, and posted content in real time. From finding a spot on stage to slipping into position in the photo pit, event photography never loses its thrill.
MAJOR INSTAGRAM TAKEOVERS
ORGANIC INSTAGRAM ENGAGEMENTS
ORGANIC TWITTER IMPRESSIONS