back to brooklyn - east coast jam sessions
Dirty Bones, September 2019 - February 2020
Back to Brooklyn, East Coast Jam Sessions monthly live music events at Dirty Bones were conceived in line with brand pillars to drive bookings; guest spend per head and awareness for the original Dirty Bones venue, Kensington. With the longer-term goal of repositioning the venue as an authentic and exciting location to experience impressive musical talent.
I suggested switching the tired weekly programming to monthly events, a full digital marketing and on-site campaign would be rolled out each month to support it and ensure its success. The original weekly budget combined would allow the booking of higher calibre talent and curation of a more impactful and exciting calendar of live music programming.
results
29% increase in total covers on live music Thursdays compared to same window previous year
17% average increase on spend per head at Live Music events
Credible celebration of Dirty Bones brand music pillar and industry positioning
Talkability for Kensington as a ‘destination’ venue
Considered on brand, shareable content including interviews and artist playlists
strategy
Conceptualised new event name and identity to increase talk-ability & guest appeal
Engaged and managed music programming agency to support with talent bookings and music tech
Cross promotion via artists channels and collaboration on pre and post gig content
Secured alcohol brand partner to sponsor the event and leverage talent costs
In venue promotion across all London venues
Digital Marketing campaign
Influencer & media reviews & London event listings