RED BULL MUSIC FESTIVAL 2019
SKILLS
PR strategy, editorial and content creation, opinion leader partnerships, photo project concepts, on site event photography coordination, and management of photo assets to content pool.
SUMMARY
In January 2019, I joined Red Bull Music as a communications coordinator. I was part of a team that oversaw the public relations strategy and execution around the Red Bull Music Festival in Los Angeles. With eight marquee events and a film festival (over 14 screenings), it was an exciting opportunity to create social media and editorial concepts that engaged the different audiences of each unique lineup.
In total, our efforts generated over 77 million media impressions, 2 million social engagements, 187 articles from publications and 46 opinion leader collaborations (13m impressions). During each concert and screening, I was the on-site point of contact and photo assistant that coordinated event photographers and artist teams to ensure portrait and event photography was executed and delivered.
Below are the highlights of editorial coverage and social activations.
the FULL lineup
Five distinct audiences: Latinx LGTBQ (San Cha), Hip-hop (Heartbeats + Gunner Stahl), Skateboarding (Illegal Civilization), Video Games (Red Dead Redemption) and Film (Center Channel).
Note: Heartbeats changed from Rae Sremmurd to Trina, Cupcakke, and Junglepussy.
PHOTO FEATURE: ALEXIS GROSS AND SHELBY SELLS FOR ILLEGAL CIV AND HEARTBEATS
We tapped film photographer Alexis Gross to shoot the more vibrant and energetic concerts on the festival lineup. Her gritty and candid style proved to be a great compliment for the shows that promised many surprise guests and outrageous moments. In addition, Alexis possesses strong connections to magazines that currently serve as the cultural epicenters of contemporary hip-hop and skateboarding.
BRANDED Content: HANGING OUT WITH MIKEY ALFRED FOR ILLEGAL CIVILIZATION
Illegal Civilization is a skateboarding collective headed by film maker Mikey Alfred, who is known for his work with Jonah Hill’s Mid Nineties and rapper Tyler, the Creator. We entered a partnership agreement with a core skate publication Jenkem by suggesting a storyline that explored an important aspect of skate videos and highlighted the milestone of a new school collective through this feature.
INFLUENCER: PRODUCERGRIND AND CURTIS KING FOR PRODUCER’S ROUNDTABLE
Our biggest discussion panel of the festival showcased Top Dawg Entertainment Producers (Kendrick Lamar, SZA) speaking on their craft and the making of groundbreaking hip-hop records. Thus to create buzz around the roundtable discussion, we reached out to Curtiss King and Producergrind create content with us. The content was hosted on Producer Roundtable’s Youtube, with supporting flanker content posted across their Twitter and Instagram grid + story, with additional support from Beat Making Vids’ Twitter.
Above are some other press highlights overviewing the festival.
For a complete break down of my team’s work for Red Bull Music Festival, please contact me to send you the recap deck.