Poppin LA Concert
My capstone project for my music promotion class at USC was producing an end-to-end hyperpop show in Los Angeles called Poppin' LA. With a team of five, we handled every aspect - from securing a venue and booking artists to partnering with local LGBTQ+ arts charity REACH LA and getting sponsorship from Paramore's Hayley Williams hair dye brand, Good Dye Young.
Booking the artists was a process of trial and error, but we ended up with fantastic local acts from USC and beyond. Our headliner Zuhloh was a hit, with high quality audio accompanied by fun visuals that made for an immersive musical experience.
The show was four months in the making. We booked the Darkroom, a venue in downtown LA, and saw over 100 attendees. I led branding and strategic social media campaigns, including giveaways, a custom playlist, and interactive polls.
From the experience we designed, concertgoers were welcomed by neon lights and our security/welcoming committee. Lit exits and safety announcements ensured comfort and accessibility. The open floor plan enabled community bonding through dance and movement. Interactive photo opportunities and standing room only catered to the crowd energy.
Overall, Poppin' LA combined music industry skills with social impact and community building. The monthslong preparation led to an unforgettable night lifting up marginalized voices in the LA arts scene.
Branding + Marketing
I spearheaded the branding and marketing efforts for a Poppin’ LA, beginning with an intensive brainstorming session to develop themes, names, and vibes. Our goal was to create an event that felt like guests were immersed in a spacewave-like world featuring futuristic neon, laser lights, and glowing assets that aligned with the hyperpop genre. To maintain consistency, I crafted a comprehensive brand guide and pitch deck, which we used to approach potential artists and stay on theme throughout the planning process.
For promotion, I created a suite of marketing materials using my graphic design skills and established dedicated Instagram and TikTok accounts. I designed both digital and physical posters featuring the date, venue, and teasers for the lineup. Throughout the lead-up to the show, I implemented engaging social media tactics to reveal each act, building anticipation among our target audience.
To create a buzz in the local scene, my team and I wheatpasted general posters around campus and the downtown LA area. Adding an element of intrigue, we strategically placed conspicuous QR codes with the message "scan for a good time," evoking the underground party atmosphere reminiscent of Boiler Room events.
To drive ticket sales, we partnered with relevant brands like Good Dye Young for social media giveaways. Our ticketing strategy employed a tier system, with prices increasing as the event date approached, encouraging early purchases.
My coworkers contributed by distributing posters at local campus functions that shared a similar vibe to our event. This grassroots approach complemented our digital marketing efforts, ensuring we reached our target demographic through multiple channels.
Through this comprehensive marketing strategy, we successfully generated excitement and drew attendees to our unique, immersive EDM experience, creating a memorable event that aligned perfectly with our initial vision.
Venue Scouting + Booking
Our team successfully secured The Darkroom in DTLA for our EDM show, Poppin LA, through a meticulous venue selection process. We began by outlining our target ticket sales, guest capacity, and budget constraints. The Darkroom's atmosphere perfectly aligned with our show's vibe, featuring neon signs, LED-lit floors, accessible restrooms, and screens for visuals, reminiscent of a boiler room setup.
We contacted various local venues well in advance, placing a hold on The Darkroom while finalizing booking details. Despite being at the upper end of our budget, it met our specific requirements, including the need for our own backline and equipment.
Prior to the event, we conducted a thorough venue inspection, creating a comprehensive safety plan that identified fire extinguisher locations and exit routes. We also verified all necessary permits with the local fire marshal to ensure full compliance and attendee safety.
The event was a resounding success, selling over 100 tickets and utilizing the venue's booth to sell promotional products and water, with all proceeds donated to a local charity.
This experience showcased our team's ability to effectively scout, secure, and manage a venue while prioritizing both the event's atmosphere and attendee safety.
Artist Booking
For Poppin LA, an EDM/pop music show, I spearheaded talent acquisition, reaching out to numerous artists from Chappell Roan to Slayyyter. Despite logistical challenges and budget constraints, I maintained professional relationships with all artist teams for future opportunities. Focusing on local and student talent, I successfully booked three acts within a month that perfectly fit our niche: up-and-coming DJ Zuhloh, EDM artist Clover, and DJ K, with the latter two even collaborating on a duet.
The booking process involved creating detailed contracts, managing deposits and payments, and maintaining constant communication with artists and their representatives. This ensured clear expectations, smooth negotiations, and a solid foundation for the event.
My role as talent booker demonstrated my ability to navigate the complexities of artist management, contract negotiation, and event curation, ultimately delivering a cohesive lineup that aligned with Poppin LA's vision.
Fundraising + Partnerships
To fund our concert, pay the venue, artists, and donate to charity, we launched a multi-faceted fundraising campaign. We began by spreading the word on our personal Facebook pages, garnering donations from our networks. A campus bake sale and farmer's market booth selling various products proved successful, with all proceeds directly supporting the show.
After careful consideration, we chose to support REACH, a local LGBTQ+ center that aligns perfectly with our show's ethos of inclusivity and authenticity. REACH engages, empowers, and celebrates LGBTQIA+ people of color through social enterprise, creative arts, personal development, and health and wellness initiatives, while providing artistic and musical leadership opportunities to the community.
In a significant coup, I reached out to Good Dye Young, the nonprofit hair dye brand owned by Paramore's Hayley Williams. The company enthusiastically supported our endeavor by providing free hair products to be sold at the event, with proceeds going to charity. Good Dye Young's commitment to fostering "a safe and inclusive community that values vibrant self-expression and creativity" resonated strongly with our show's vision.
Through these diverse fundraising efforts, we successfully secured enough funds to cover all event costs and donate an additional $1,000 to REACH, furthering our commitment to community support and artistic expression.