The Road to the Hudson Project
CONTENT ● EVENT MARKETING ● MUSIC FESTIVALSFor the inaugural event in 2014, we worked with MCP Presents in a media partnership to execute a grassroots marketing campaign for the Hudson Project—a music festival in New York's Hudson Valley inspired by Woodstock. The campaign was driven largely by social media and its ultimate goal was to boost ticket sales (accomplished, evident by tickets selling out weeds in advance). My personal objective was to accentuate the unique style of the Northeastern music community in this particular genre. To do this, I led a team of artists, photo/videographers, and promoters in a high-energy 6wk sprint that included a significant amount of content creation and quick-turnaround event planning.
The announcement
For Project Drop, this was the first-of-its-scale collaboration with a festival production team. We created content and experiences that served to promote the festival and it’s artists, as well as our own brand awareness. As we saw it, this was an opportunity for us to emphasize our leading role in the New England electronic music community.
THE PROMO Video #1
I won’t boast about production quality, but the purpose of this video was to capture footage from around New England highlighting the music festival community in all its different forms.
THE PROMO VIDEO #2
In addition to music, The Hudson Project would feature several local artists and vendors. In this second video, we challenged two of them to create something in the spirit of the Hudson Project.
The playlist
At a time (and still, perhaps) Soundcloud was the primary place for sharing and discovering new music—by everyone from your favorite local DJ to the group headlining some of the world’s largest music festivals. In that spirit, we curated a playlist that included some tracks from artists playing the Hudson Project.
THE ARTICLES
It wasn’t long before more people on my promotion team were eager to get even more involved with the project. I presented an opportunity to conduct interviews with artists and then write articles about it, like this one with Infected Mushroom, as well as an article and playlist that highlighted the female artists on the festival lineup.
THE Pre-party
We hosted a sold-out pre-party in Boston featuring local artists and ticket giveaways. The event featured a mix of artists on the festival lineup, as well as several local artists for the opening acts.