What was the goal?
When the pandemic crippled the events industry, Abracadabra faced a monumental challenge. As an in-person event production company with globally renowned DJs, they needed to swiftly pivot to a digital-first approach to sustain revenue in a world devoid of live events. Recognizing the urgency and unique circumstances, they enlisted our expertise to orchestrate a transformative solution.
Abracadabra needed a full-fledged transformation; Our digital strategy made sure that the results were magical.
Our Solution:
Our strategy focused on crafting a modern approach to concerts, one that would transcend physical limitations while raising funds for eco-friendly non-profits. By leveraging our digital prowess, event management experience, and industry connections, we conceptualized a groundbreaking online music festival that merged entertainment with eco-activism.
- Weekly Streaming Show Creation: To generate consistent revenue for the core artist team, we devised a weekly streaming show hosted on both Twitch and Facebook. This initiative not only ensured a steady income stream but also kept the connection alive between artists and their fans.
- Artist Network Expansion: We strategically forged relationships with other well-known DJs and musicians, drawing them into our streaming shows. This collaborative approach not only diversified the content but also widened the event's reach and enabled for multiple "live" shows per week.
- Community-Centric Partnerships: Recognizing the importance of holistic wellbeing, we established partnerships with health and wellness groups. Sound baths, yoga teachers, and motivational speakers joined hands to create a wellness community that added value to the audience experience, while all being accessible 24/7 via the streams and a private Discord community.
- Eco-Activism Collaboration: Our vision extended beyond entertainment. We formed partnerships with non-profits dedicated to pivotal environmental causes. Collaborating with these organizations, we channeled efforts toward raising funds for programs related to combating climate change, improving ocean water quality, and reducing animal cruelty via unsafe fishing practices and waste mismanagement.
The Results:
- Seamless 96-Hour Live Stream: We managed cross-functional team operations spanning design, marketing, and talent departments, seamlessly orchestrating a 96-hour live stream event. This COVID-era online music festival, paired with an eco-activism fundraiser, unfolded in partnership with Twitch and garnered sponsorship from Red Bull.
- Curating A-List Artist Lineup: Working closely with artist management teams, we successfully onboarded a star-studded lineup including Paris Hilton, Diplo, Snoop Dogg, Kool & The Gang, Tycho, B.O.B, and more. This stellar array of talent drew over 5 million unique viewers, with a peak concurrent viewership of 25,000.
- Engagement and Impression Triumphs: The festival's impact wasn't just measured in views. We secured over 90,000 user engagements and generated an impressive 2.3 million owned social impressions. Additionally, the estimated artist impressions surged to an impressive 8 million.
- Strategic PR Campaigns: Collaborating with external PR firms, we secured placements in prestigious publications like Billboard, The Grammy Awards, LA Weekly, and MixMag. This press coverage amplified the event's reach and showcased its significance.
Summing up
Our multi-faceted approach not only transformed Abracadabra's business model but also fostered an inclusive community focused on music, wellbeing, and meaningful impact.
Think big, win big; If you're in need of creative solutions to the world's challenges, we at MarketHeir are here to help!
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