Scope
Campaign Strategy | Campaign Concept | Digital Design | Social Media Design
The Auntie Karen Foundation’s annual concert series celebrates artists who have reached at least 20 years in the music industry. For this installment featuring PJ Morton, the challenge was expanding awareness beyond the series’ established audience. As one of the younger artists to be honored by the series, Morton offered an opportunity to connect the concert with a different demographic while introducing him to longtime attendees who may have been less familiar with his work.
In support of the event, I developed the concept and strategy for an artist ambassador initiative centered around established local artists. The strategy honored well-established artists within the community by inviting them to serve as concert ambassadors while also tapping into their individual audiences and networks to extend awareness of the event.
The proposed initiative included complimentary concert tickets and press room access for participating ambassadors in exchange for promotional participation. Each artist would be introduced through dedicated social media graphics and collaborative posts, creating additional opportunities for the concert to reach audiences through trusted voices within the local music community.
