Client: Pop Base · Role: Director of Media & Content Strategy
Credits: Producer, Interview, Edit, On-Site Capture, Content Rollout Plan
Goal 1
Produce content with festival-goers on the ground that pulls stans at home into following along, using top artist catalogs for Pop Base's first-ever content run.
Approach
- Mapped Lollapalooza's four-day run into windows for seven artist interviews, meetings, and content capture, pinpointing the best times to film with music fans.
- Identified highly engaged fans happy to participate, building a concept broad enough for a casual festival-goer but sharp enough to land with the superfan online.
- Used Sabrina Carpenter as a main draw, given how essential she is to the Pop Base audience.
Goal 2
Introduce artist interviews across Pop Base handles for the first time, asking questions built to bolster discovery for key artists.
Approach
- Asked artists questions built to help them relate to the broader Pop Base superfan audience, casting a wide enough net to spark conversation.
- Found fans of FLO, The Pussycat Dolls, and LE SSERAFIM discussing KATSEYE as the group built a bigger Western audience.
- Had Rebecca Black speak to the essence of pop music for a base largely unfamiliar with her work beyond YouTube, and to her major visual shift.
Goal 3
Capture moments in key artist sets across the weekend that superfans will recognize and share.
Approach
- Researched fan moments and song titles from previous artist sets that had driven conversation, identifying rare moments fans would appreciate seeing.
- Outlined previous set lists and stayed alert for any surprise guests.
Result
20.6M
views for Lollapalooza across Pop Base
Fused on-site content capture with original content for a highly engaged music audience.
