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Venue – Free

£2 donated to charity by ‘Corporation’ for every person that attended.

Equipment – Free

All the equipment apart from personal USB’s was borrowed from the venue.

Artists – Free

3 of the team performed and the artists who were booked were happy to do it for free as they were able to gain exposure to a wider audience.

Marketing - £20

Each member of the team spent £5 on Instagram to promote the event and reach a wider audience. We used demographic specific targeting when using the ads to make our reach more relevant. Some of the demographics we focused on were, people based in South Yorkshire, people aged between 18-32 and people who had interacted with established hip-hop & rap social media pages.

Videographer – Free

We were able to convince a local videographer studying journalism at the Uni of Sheffield to attend and interview the artists and capture footage. Also, each member of the team filmed visuals of the event taking place.

Hospitality – Free

We managed to book the venue for free as we were raising money for charity. The venue sold food and beverages but kept the proceeds.

Ticketing – Free

As we had not spent any of our budget on booking the venue and artists, we decided to keep entry completely free to hopefully attract a broader audience, which is especially important in the underground scene where inclusivity and accessibility matter.

Security – Free

Me and Elena took it in turns to stand on the door and provide security for the event.

Corporation would usually charge £250-£1000 to hire the venue for the evening but as mentioned previously, we were able to hire the venue for free.

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Dear [Venue Manager's Name],

I hope this message finds you well. My name is Joshua Kirby, and I am currently organising a small hip-hop event that celebrates local talent and community as part of part of one my University assignment at Waterbear College, Sheffield.. I’m reaching out to inquire about the availability of [Venue Name] between the dates of 18/10-29/11.

Kind Regards,

Joshua

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chill uk rap playlist mix 2024 by Ellery

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Event Development Log Week 1 (Week Commencing 8/10)

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Event Development Log Week 1 (Week Commencing 8/10)

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Our group began to discuss what type of event we wanted to put on and which venues would be suitable. I came up with the initial idea of an Hip/Hop & Rap night that supported local talent.

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After our group had been finalised, we decided job roles for each member of the team. Me, Leah & Owen discussed running our event as raising money for charity. Leah mentioned that she already worked closely with a charity and would speak to them over the next week to see if we could collaborate with them. I suggested we use the events company 'Boiler Room' as inspiration. Myself (DJ), Leah (Rapper) & Owen (DJ) all explained that we would perform on the night of the event in order to keep costs down.

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After researching who our target market was, it became clear that metroculturals were the group most aligned with our event ethos. Delving into how metroculturals interact with the world showed that they are a "prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas". (MacPherson, 2024)

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Specific - Underground Rap event

Measurable - Sell 50 tickets

Achievable - Similar events sell out locally

Realistic - Gain experience

Timely - Complete event by Dec 2nd

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Event Development Log Week 3 (W/C 22/10)

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Event Development Log Week 3 (W/C 22/10)

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Leah was able to confirm that the charity 'Tracks' was happy to collaborate with us. After speaking to 'Sydney & Matilda', 'Plot 22' and SADACCA' (Venues), we quickly found out we wouldn't be able to book them before for the deadline of our assignment. Luckily Owen knew someone at Corporation and managed to book the for free on the 13th November. We struck a deal with 'Corporation' who said they would donate £2 for every person that attented.

Later in the week I organised a quick visit to 'Corporation' in order to see the layout of the room regarding how we would want it set up for the event and also to observe what was going to be needed for our risk assesment.

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The artist line up was confirmed this week so I focused on the the running order what the set times would be. During this week I spoke with Elena to recruit her to our team as I felt she had some skills, particularly on the admin side to help our current group out and develop our professionalism.

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SADACCA

Sydney & Matilda

Dorothy Pax

Plot 22

Corp

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Metroculturals -

Metro cultural are the group most likely to live in big cities and spend money on experiential events. They are also the group that most closely aligns with the age of our target audience.

Age range - 18-32

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Task: Form group

Duration of task: 1 Week

Task: Establish event concept

Duration of task: 2 Weeks

Task: Book venue

Duration of task: 3 Weeks

Task: Create promotional assets

Duration of task: 2 Weeks

Task: Promote event

Duration of task: 3 Weeks

Task: Complete risk assessment

Duration of task: 1 Week

Task: Create KPI's & SMARTA targets

Duration of task: 2 Weeks

Task: Day of event

Duration of task: 1 Day

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White Yellow and Pink Minimalist Brand Comparison Chart

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This week I completed the risk assessment which is attached below. The artist line up was confirmed this week so I focused on the the running order what the set times would be. I was DJing at the event also so after the artist lineup had been finalised, I started to curate the music I was going to play at different stages of the night based on what type of genres each artist was going to perform. As its part of my expertise, I took it on myself to make sure the music and running order flowed seamlessly throughout the evening and into the night.

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Start

Book venue - 2 weeks

Looked around different venues to see if we could book it for free

Spoke to Sydney & Matilda but the price quoted was out of budget

Spoke to Corporation who told us we could use the venue for free and will donate £2 for every person through the door. They will keep bar revenue.

Book artists - 2 weeks

Leah has booked in the artists

Create Flyer - 1 week

First flyer was created and shared with the group

I gave some constructive crticism with the design (in particular the colour of the font and placement of the main image)

New flyer was created

Promote event - 2 weeks

Ideally we would of liked to have promoted the event for longer but due to only being able to book the venue at a certain date

Create Budget - 1 week

Our event was for charity with the venue allowing free entry and donating £2 for every person who attended.

Conducting Risk Assesment - 1 week

I conducted a risk assessment for our event by visiting the venue prior to the day of the event. I contacted the venue to see if they already had a risk assessment but they didn't get back to me.

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Charity is called based in Sheffield 'Tracks'.

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All four members of the team posted the event flyer on Instagram as well as three of the six other artists performing. The post managed to reach over 2,500 accounts which exceeded our upper estimation of reaching 2000 accounts.

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Challenge & Goals

Target Market

Our target market is 18-32 Year olds, particular males

S.W.A.T/Competitor Analysis

I looked into Boiler Room & Keep Hush events as I knew they had a similar target market to us

Plan Summary

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Event Day 13th November Running Order/Times (Final Draft)

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Event Day 13th November Running Order/Times (Final Draft)

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Doors Open 6pm

6 - 7 - Me DJing

7 - 7:20 - Introduction

7:20 - 7:40 - Lewcid

7:40 - 8:00 - Dno

8:00 - 8:20 - Kid Blu3

8:20 - 8:50 - Me DJing

8:50 - 9:10 - Dfault

9:10 - 9:30 - Mustafa

9:30 - 11 - Owen DJ (Open Mic)

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6 - 6:20 - Introduction

6:20 - 7:20 - Me Djing

7:20 - 7:40 - Lewcid (New wave rap)

7:40 - 8:00 - Dfault (East coast rap)

8:00 - 8:20 - Mustafa

8:20 - 8:50 - Me DJing

8:50 - 9:10 - Dno (Backpack rap)

9:10 - 9:30 - Kid Blu3

9:30 - 11 - Owen DJ (Open Mic/Cypher)

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This week was all about promoting the event. Each member of the team shared the event again on social media at the start of the week to hopefully drive attendance. While the event was happening, all members of the team posted posted live to show future potential customers what they could experience if they attend and create a sense of FOMO (fear of missing out).

Post the event, the group had a debrief and discussed what parts of the event campaign went well and what parts we think we could completed more efficiently.

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I completed the risk assessment by visiting ‘Corporation’ 1 week before the event to see what the venue looked like. In doing this, I was able to liaise with the staff and assess what potential risks to the public could arise and work out how to minimise the danger. My biggest concerns were to make sure that all the electrical equipment was safe to use and PAT tested, all electrical wires would be safely stored away from the public and general crowd management. We mitigated crowd management by learning what the capacity of the venue was and then using a tally counter on the night to make sure we didn’t exceed that. Other usual risks such as fire safety and security were solved by making sure the venue had existing clear and safe fire exits as well as myself and Elena volunteering to take it in turns to stand at the front entrance to make sure nobody was bringing in anything unsafe.

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Bundle experience - Combining a live music event with donating to charity

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Product - Quality, Image, Branding

Price - Positioning, Free or value added elements, Payment method

Place - Segmented channels, Sales support

Promotion - Marketing communications

Marketing Channels

Instagram posts across all members of the team

Asset creation, why you have used certain images/language

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Early communication in the group chat updating members of the team who weren't present when Me & Owen were discussing the early potential concepts for our event.

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Myself sharing a link to the group Padlet I created and helping the team with any issues

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The event was scheduled to start at 6:00pm so we all arrived at the venue for 5-5:30pm to complete a sound check and make sure all of the electrical equipment was working as expected. We opened the doors at 6:00pm with the first people arriving at 6:10pm. For the first hour from 6-7pm I was djing to warm up the crowd and give the audience an insight into what live acts were going to follow. At 7pm Leah and Owen gave a short introduction to the audience about the charity that we were supporting with the event. At 7:15pm I swapped with Elena who had been standing at the entrance counting how many people were entering the event. Since the venue entrance was located on a busy road, I managed to encourage a few passersby to join by highlighting the free entry and the charitable cause behind the event. Me and Elena kept track of how many people attended using a tally counter.

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6pm-11pm

5 artists across 2 hours

2 DJ's across 3 hours

Boiler Room inspired

Genres - Hip-Hop, Grime, Amapiano, Drum & Bass, Garage

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Expenditure

Venue - Free

Equipment - Free

Artists - Recieve exposure

Marketing - £20 (£5 for each team member)

Videographer - Free

Hospitality - Free

Ticketing - Free entry

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Ticket Sales (Pricing Strategy) Free Event to attend but Corporation will donate £2 to charity for every person through the door

Merch

Funding/Grants - Applied to Sheffield arts council for funding but currently still waiting on a decision

Potential sponsorship

Food & Beverage - Venue keeping food and beverage sales.

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Age Distribution for Boiler Room

"Female 47.21%

Male 52.79%

Age Distribution for Boiler Room

18 - 24: 20%

25-34: 33%

35-44: 18%

45-54: 15%

55-64: 8%

65+: 5%"

(Young, 2018)

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Who?

Our Audience

Age: 18 - 32

Gender: More skewed towards males

Race: BAME community

Location: Large urban areas

Audience Spectrum: Metro-Culturals

What?

Live music event (Boiler Room style)

Showcasing underground Hip-Hop/Rap, Drum & Bass, Garage

Promoting local talent

Charity event

Where?

Corporation

Why?

Not many events that specialise in playing Hip-Hop/Rap in Sheffield

Support local charity 'Tracks'

When?

Early to mid November

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Young, T. (2018) Boilerroom.tv competitors - top sites like boilerroom.tv | similarweb. Available at: https://www.similarweb.com/website/boilerroom.tv/competitors/ (Accessed: 18 October 2024).

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KPI’s

Attendance

·      10-15 people to attend – OK

·      15 – 25 – Good

·      25+ Excellent

We ended up getting 33 (raising £66 for our charity ‘Tracks) people through the door which we fairly happy with overall as we only had just over a week to promote the event and also, we had to host it midweek on a Wednesday (due to no other slots being available) which obviously isn’t the most productive day to hold an event in the evening/night.

Equipment

Making sure sound equipment was working properly.

Almost all of the equipment worked perfectly. We had a slight issue with one of the microphones unplugging itself but quickly sorted it by making sure whoever was using it knew to stand slightly closer to the input on the decks.

Communication

We created two groups (On Instagram & Whats App) for us to communicate efficiently. We also used these groups to share footage from the event and also cross post the same digital assets which ourselves and the other artist were tagged in. This made it especially effectual as anybody who wanted to learn more about our group or the artist could easily click on anyone involved in the events social media pages. We measured how successful this was by conducting a debrief after the event and giving honest feedback to each other on weather there was any issues when tring to contact each other and how effective we were able to communicate when plans had to be altered.

Marketing

Reach 1000 accounts with social media platform – reached over 2,500 accounts with all 4 members of the team reposting the event flyer on Instagram.

Feedback (from booked artists)

All positive and said they would like to work with us again.

Feedback (from customers who attended)

Genrally positive, most people asking when the next event will be..