Shaking up the festival scene in Singapore, The Alex Blake Charlie Sessions created an unique experiences for sonic explorers willing to venture further into pop-rock, R&B, indie-folk and electronica on a more intimate scale – all within an unusual heritage venue: Pasir Panjang Power Station.
CLIENT | 24OWLS
OUR SERVICES
- Creative Collaboration
- Influencer Engagement
- Media Engagement
THE BRIEF
To create buzz and hype up the first of its kind, The Alex Blake Charlie Sessions in Singapore to Malaysians
INSIGHTS
Organized by 24OWLS, a new business collective comprising the people behind the last five editions of Laneway Festival Singapore, the day-long music festival features a forward-looking, female-fronted line-up studded with international and Singaporean acts, many of whom are making their Asian debuts in Singapore.
OBJECTIVES
To create buzz and a unique experience for Malaysian influencers & media music lovers who appreciate music in its splendiferous majesty, ranging from pop rock and R&B to indie-folk and electronica, on a more personal scale, set within an unusual heritage locale.
DELIVERY
Creative Collaboration
In line with the festival’s support for the visual arts and illustration scene, four diverse artists from Southeast Asia was featured as part of its inaugural Artists-In-Residence programme. The aim was to inspire them to work with the space and the festival, and engage with them meaningfully.
We collaborated Tigg Manje to produce two works of art for The Alex Blake Charlie Sessions. The brief to her was to produce visual outcomes on 2 mediums of her choice. Since The Pasir Panjang Power Station has been decommissioned since the 80s it was a blank canvas with plenty of potential, so Tigg went wild with her art and had fun with it.
Mariyam Shany Ahmed, otherwise known as Manje, is a visual artist and muralist based in Kuala Lumpur. She works primarily using traditional mediums such as acrylics, inks and gold-leaf. While Manje’s works mainly explore the relationships between nature, feminine beauty and fantasy, she is also influenced by cultures and the intricacies in historical elements and anecdotal stories that often inspire the subject matter in her artworks.
Influencer Engagement
We collaborated with three Malaysian influencers to create buzz and hype up The Alex Blake Charlie Sessions before the weekend started and to also To take show their followers their experience at the festival during and post-festival.
Media Engagement
We were tasked to engage two relevant Malaysian media to attend and generate awareness leading up to the festival. Both invited media were offered an all-expense-paid trip to Singapore and even got exclusive access to interview any band from the festival lineup.
Prior to the festival, we also ensure that all relevant press materials were sent to all relevant media in Malaysia to garner maximum buzz. Both media documented their experience in a candid write-up & vlog which was featured on their respective media portals.
The Hive.Asia: The Alex Blake Charlie Sessions’ “Amazing, Bold, Charming” debut in Singapore
Cleo Malaysia:
Results:
From the events listing, press release dissemination, and social media buzz from both the media and influencers - we managed to achieve RM245,817 in PR value.
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