Role: Marketing Strategy • Tour Marketing • Creative Direction • Content Production • Partnerships

The Challenge Launch and market a multi-city independent tour while maximizing ticket sales, reducing paid media costs, and building long-term audience data.

The Strategy Instead of relying solely on paid advertising, we built a demand-generation system centered around RSVP collection, city-by-city audience segmentation, and content designed to create urgency before tickets officially launched.

The campaign combined fan data, organic content, strategic partnerships, and venue relationships into one coordinated rollout.

Execution

• Directed all tour marketing

• Produced all photo and video content

• Developed the city-by-city rollout strategy

• Built an RSVP demand funnel

• Managed social campaigns across Instagram and YouTube

• Coordinated with venues, DJs, artist teams, and production staff throughout the tour

Results

• $170,000+ gross revenue in approximately 90 days

• Sold out 600–1,000 capacity venues

• Reduced marketing costs through audience targeting

• Increased engagement across social platforms

• Created reusable content assets for future releases and touring

Role Audience Strategy • CRM • Fan Data

The Challenge Independent tours often overspend on advertising because they market after tickets become available.

The Strategy We built an RSVP-first marketing system that measured demand before tickets launched. Fans registered their interest by city, allowing campaigns to focus only on markets with proven demand. This data also strengthened venue negotiations by demonstrating audience interest before contracts were finalized.

Results

• Lower customer acquisition costs

• Higher ticket conversion rates

• More leverage during venue negotiations

• First-party audience data that could be reused for future tours

Role Partnership Development • Campaign Strategy

The Challenge Create a collaboration that expanded tour visibility while aligning with a major label release.

The Strategy Negotiated and activated a co-branded campaign with Atlantic Records featuring Janelle Monáe. The partnership integrated promotional opportunities across digital channels while supporting the rollout surrounding her Grammy-nominated project.

Results

• Successful label partnership activation

• Expanded campaign reach

• Increased brand credibility through strategic collaboration

• Cross-promotional exposure between artist audiences