ACCOUNT LEAD + SENIOR PRODUCER
AGENCY: SOFAR SOUNDS // PARTNERS: FIRESTONE TYRE, WAVE AGENCY
Objective: To support emerging musical talent, create an authentic music experience for artists and fans alike, and introduce Firestone’s music initiatives to the next generation of audiophiles.
Context: Firestone, the iconic tyre brand, has deep roots in live music, using it as a way to bring people together since founder Harvey Firestone launched the first sponsored radio program in 1928: The Voice of Firestone. Similar to Sofar Sounds today, The Voice of Firestone was an innovative music platform for its time, bringing people of all ages together to discover new music and enjoy live performances.
The Sofar by Firestone initiative continues that legacy, bringing it forward into the 21st century. Together, we transformed automotive-inspired spaces into spectacular venues for music-lovers to enjoy three live performances per event in an intimate environment.
Building upon our 2018 program success, Firestone and Sofar expanded the partnership to 12 intimate concerts in 6 countries across Europe: the UK, Germany, France, Italy, Spain and Poland. The branded live events were supported by a robust campaign of digital and social promotion, ticket sweepstakes, and a 40+ video content package. Firestone additionally invested a 20% budget increase from our inaugural run, in recognition of the value and success of our work.
My Role: As Account Lead and Senior Producer, I was responsible for leading both client relations and campaign production. I directed an international production team in all matters of promotional asset development and launch, content strategy, creation and distribution, talent curation and booking, event production, press support, staffing, budgeting, as well as engagement tracking and reporting. As Firestone and Wave Agency’s main point of contact, I led weekly project status updates for all key stakeholders internal and external, as well as deliverables review and approval.
Skills: client relations, project management, content strategy + production, artist relations, creative asset development, engagement tracking and analysis
CAMPAIGN BY THE #’S
CONTENT
24 event social recap videos
28 artist performance videos
photography
370M organic video views
Sofar’s highest performing brand partnership video of 2019 (Pomme at Sofar by Firestone Paris)
EVENTS
12 flagship events across 6 countries
1550+ guests
Tasteful onsite brand integration
36 emerging and established artists such as Amber Run, Gio Sada and Pomme
MEDIA
400+ placements across Sofar and artist digital, social, email channels
1 co-branded campaign mini-site
5.8MM organic impressions (+400% above goal)
ONSITE BRAND INTEGRATIONS
Custom artwork, photo-ready neons, Firestone tires, and tastefully co-branded cushions and rugs gave these events an on-brand, automotive feel.
ARTIST SOCIALS CAMPAIGN
PERFORMANCE VIDEOS
Full song performance videos by campaign artists and hosted on the Sofar Sounds YouTube Channel
SOCIAL SIZZLE VIDEOS
Short event recap videos designed for sharing on Sofar, artist and partner social media channels
