neo music festival
senior thesis project
This project involved the marketing and branding of a contemporary classical music festival that features performances and panels of living composers within an outdoor, casual atmosphere. This was accomplished through extension research into the contemporary classical genre, the 21st-century pop and classical music industries, music festivals, a target market, branding, and design. The results include a brand identity, collateral and promotional material, user experience design, web and social media design, and advertising.
Read my thesis paper here.
Neo Music Festival offers a cultural experience in a casual, outdoor environment. The affordable cost makes it available to all culture seekers, music lovers, and festival goers who are interested in new art forms. Although many classical music festivals seek attendees who already have expertise within the classical arts, Neo festival reaches out to average music listeners who are interested in new experiences.
A print and web advertising campaign were made to reach out to the target market of culture seekers, music lovers, and festival goers. The complementary consumer market of wine lovers provided an opportunity to create a message that emphasizes music and wine in a unified experience. Therefore, double entendre headlines were written that give the consumer an action paired with a music and wine entendre. These ads feature images of couples and groups of friends at an outdoor festival that allow the reader to imagine themselves within the space.