Brand building / Practical experience
Run The Niche
Building a culture around independent dance music
2024–PresentOngoing practical experience
- Brand launched
- 2024
- Audience and community
- Social
- Campaign conversion goal
- Events
An ongoing marketing role across brand development, social content and event campaigns. This case study presents the campaign process; event-level spend, ticketing and platform results are not published here.
The challenge
Build a recognisable music community that gives people a reason to follow the brand and attend its events.
My role
As co-founder, I work on positioning, campaign strategy, social content, marketing calendars, creative briefs, partnerships and audience development.
What I delivered
- Brand positioning and campaign plans
- Creative briefs and artist coordination
- Social content and event copy
- Content calendars
- Partnership campaigns
Strategy into decisions
How I approached the work.
Build the culture between events
Content connects the audience with the music, artists and community so the relationship continues between announcements.
Give the creative a clear brief
We commission artists for posters that fit each event. My role connects that creative direction with the message, audience and publishing plan.
Coordinate the campaign
Artist announcements, partner activity, reminders and event information work together across the launch timeline.
Project outcome
Built hands-on experience taking marketing from an idea to a live campaign, while coordinating creative work, deadlines, partners and the audience experience.
How success would be measured
- Attention
- Content views, reach and early video retention
- Community
- Shares, comments, saves and audience response
- Attendance
- Ticket activity and campaign timing