The Client

A3C Festival & Conference is an annual music event that engages, educates, equips and inspires artists, entrepreneurs, and creatives that shape hip-hop culture.

Founded in 2005, A3C has grown from a local showcase to one of the most important hip-hop events of the year, which is commonly referred to as “Hip-Hop’s Family Reunion.”

It is a breeding ground for the next generation of stars while honoring the legends and trailblazers of hip-hop. The three-part event has featured over 5,000 artists including Nas, De La Soul, and J Cole.

Over the course a week, A3C hosts dozens of panels, workshops, mixers, mentor sessions and interviews with hundreds of tastemakers, thought-leaders and industry experts.

The Problem

A3C came to us looking to double down on their social content output for 2017 compared to 2016. They were bringing in bigger names, sponsors and on site activations so hip hop fans needed to know.

The Solution

Knowing that the timing for each piece was crucial, we created a content strategy for before, during and after the festival & conference.

We concentrated our efforts learning the voice and audience of A3C to stretch the limits to what it means to be “on brand".

We made everything from on-the-spot speaker graphics & gifs to artist lineup videos that were posted across A3C’s social platforms and website.

We had a personality takeover Snapchat for the full week covering different activations, interviewing attendees & artist and it was a hit!

The Results

Not only did A3C reach its ticket sales goals but it exceeded them lead by exponential growth in social media awareness & engagement on Facebook, Twitter, Instagram & Snapchat.