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Lights On Festival x Beats
Category
Music Marketing, Product Marketing
Services/Role
Creative Consultation, Content Curation, Talent Outreach, Talent Seeding, Brand Partnerships, Brand Management, Custom Product Creation.
Insight:
The Lights On Festival curated by H.E.R., is more than just a music event. It's rooted in a cultural and emotional insight about community, nostalgia, and Black artistry.
There's a gap in festivals that fully celebrate R&B, especially the soulful, story-driven kind that denied the '90s and early 2000s. H.E.R. created Lights On Festival in her hometown to shine a literal and metaphorical spotlight on R&B as a genre that deserves center stage.
The Opportunity:
After successfully partnering with H.E.R. on the Undefeated campaign, we were given the opportunity to continue our partnership with her to promote Beats newest speaker the Pill+, and the newest entry level headphone the Beast EP. This put the brand center stage with the community, the culture, and a handful of R&B's rising stars while strengthening our support for H.E.R..
Idea:
H.E.R was using the slogan R&B is Not Dead for various initiatives, so we decided to use the art to create custom Pill+'s packaged in the same creative design of the festival. Each package was customized personally to each participating artist.
We also worked with the company Mixhalo (a digital audio platform designed to deliver low-latency audio directly from the source to a smartphone and headphones) to give festival-goers who wanted to take a break from the heat to lounge in the shade and watch short films by emerging filmmakers from the Bay Area. The loud noise from the festival wasn't an issue as all viewers used the Beats EP headphone to listen to the films.
