Gearfest is an annual Spring concert put on in collaboration with the Black Student Assembly and USC Creative Experience club. Gearfest is meant to highlight and celebrate Black students, Black creativity, Black love, Black togetherness, and all things Blackness.
For this event, I was part of the headlining committee, responsible for researching, acquiring, and engaging with potential headliners and management. In this role, I perused different talent booking sites to select potential artists based on general student popularity, adherence to our theme, and pricing. I helped spearhead the final selection, resulting 2 confirmed headliners: Kaash Paige & Ravyn Lenae!
In my PR-250 course, I was challenged to develop a group campaign that centered on bike riding. We were given full creative freedom to curate any campaign so we decided to collaborate with Netflix and the YMCA to create an AR bike riding pop-up. For this endeavor, we researched biking statistics, demographics for both Netflix and the Y, average recreation time pre and post-COVID, and competitor experiential activations. Additionally, we had ideation sessions on how to effectively combine the mission goals of both companies with the activity of bike riding. Ultimately, we came up with an experience where Netflix would have pop-up biking experiences with an AR component to allow individuals to bike through the scenery of their favorite shows. There would also be a voucher for a discounted YMCA membership for families. This would encourage our target audience to further indulge in Netflix while also getting people to partake in physical activity and continue that at their local YMCA.
