Client: C3 Presents · Role: Director of Media & Content Strategy, Pop Base
Credits: Producer, Interview, Edit, On-Site Capture, Content Rollout Plan
Festival Strategy
Lollapalooza marked Pop Base's first large-scale festival coverage, requiring a content strategy that balanced artist interviews, fan participation, and live performance coverage across four days. Rather than simply documenting the festival, the goal was to create content that fueled conversation before, during, and after each performance.
Artist Content
Challenge
Introduce artist interviews across Pop Base for the first time, creating conversations that encouraged artist discovery while helping both emerging and established acts connect with Pop Base's highly engaged fan community.
Approach
Rather than relying on promotional talking points, I developed interview concepts around audience overlap and cultural conversation—using familiar artists, genres, and references to make interviews feel immediately relevant to music fans.
Examples
- Asked artists questions designed to help them connect with the broader Pop Base audience, creating conversations that felt native to music fandom rather than traditional press.
- Built a discovery question around KATSEYE that sparked discussion across FLO, The Pussycat Dolls, and LE SSERAFIM fan communities as the group expanded into Western markets.
- Asked Rebecca Black to define the essence of pop music, reframing her for an audience that largely knew her through her early viral success and introducing viewers to her artistic evolution.
Result
Established artist interviews as a new pillar of Pop Base's festival coverage, creating conversations centered on artist discovery and fan participation rather than traditional promotion.
Fan Content
Challenge
Create fan-first content that reflected the excitement of attending Lollapalooza while encouraging participation from audiences following the festival online.
Approach
- Developed interview concepts around fan predictions, artist rankings, and festival culture instead of generic event reactions.
- Prioritized artists with highly engaged online fanbases, ensuring conversations extended beyond attendees to the broader Pop Base audience.
- Timed fan content around key performances and viral moments throughout the weekend.
Examples
- Captured fan predictions ahead of major performances, encouraging audiences to compare expectations with what ultimately happened onstage.
- Built conversations around artists already dominating online discussion, helping videos continue circulating throughout the weekend.
Live Performance Coverage
Challenge
Capture the defining moments of Lollapalooza through performances fans would immediately recognize, revisit, and share online.
Approach
- Researched anticipated set moments, surprise guests, and fan-favorite songs before each performance.
- Prioritized culturally significant moments over comprehensive coverage, ensuring every clip reflected what fans were already talking about in real time.
- Balanced speed with quality, publishing clips while conversation was still unfolding across social platforms.
Examples
- Prioritized Sabrina Carpenter's performance as one of the weekend's central content pillars based on audience demand and anticipated engagement.
- Captured key moments across headline performances that continued driving conversation well beyond the festival weekend.
Result
20.6M
views across Pop Base's Lollapalooza coverage
Results
Expanded Pop Base's editorial coverage beyond real-time reporting by introducing artist interviews and original festival formats that became repeatable content pillars.
