Heartbreak Show
Mission
Developed positioning strategy for a live music event targeting college nightlife audiences, aligning messaging and promotion with audience behavior and preferences. Show date: February 28th, 2025
Strategy
- Positioned the event as a safe, accessible nightlife experience for college students, emphasizing community and local music culture
- Recruited local and recognizable bands onto ticket such as Nuisance
- On campus promotion with on-the-street style interviews
- Poster distribution across campus to increase visibility
- Coordination with artists and label members leading up to the event
My Role
- Participated in meetings to develop the event concept, promotional approach, and featured bands
- Contributed to discussions around how the event would be positioned and promoted to a college audience
- Recruited one of the performing artists (Nuisance) to Thunderegg Records, contributing to the show’s lineup
- Consulted with Nuisance band about maximizing presence at show and using it for momentum of upcoming EP release
- Built relations with venue host of "The White House"
- Assisted with ticket sales at the door
- Supported on-the-ground promotion by distributing posters
Why?
While traditional college party life was already active, we identified an opportunity to position the event as a safer, more approachable alternative within that environment. This meant prioritizing in-person promotion—through posters and on-campus interviews—over relying heavily on social media, allowing us to meet people where they already were and reduce friction around attending. We also used those in-person interactions to capture short-form content, turning real student perspectives into promotional material that felt more authentic and relatable.
Execution
Show Posters
Designed by Tarini Ramasamy. Distributed around the campus of UO by Thunderegg Records.
In-Person Promotion & Short-Form Content
Kelly Kraft on-the-street interviews with students
Band Promotion Posters
Design by Peter Repins. Used to announce which bands would be in the lineup.