Measurable - Sell 50 tickets

Achievable - Similar events sell out locally

Realistic - Gain experience

Timely - Complete event by Dec 2nd

Sydney & Matilda

Dorothy Pax

Plot 22

Corp

• 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

  
  

Expenditure

• Venue - Free

• Equipment - Free

• Artists - Recieve exposure

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

• Videographer - Free

• Hospitality - Free

• Ticketing - Free entry

  
  

• 5 artists across 2 hours

• 2 DJ's across 3 hours

• Boiler Room inspired

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

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

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.

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)

• "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)

Marketing Channels

• Instagram posts across all members of the team

• Asset creation, why you have used certain images/language

• 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

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)

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.

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

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.

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

£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.

            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..