From 2011 - 2015, I was able to apply my ear for music into organizing events for Applauze. This included producing in-office performances, and serving as the lead on the company's annual SXSW events.
I went into it knowing absolutely nothing about the logistics of successfully executing a showcase for a thousand people -- terms like "back line" and "production advances" were completely foreign to me, and I had no idea that booking fees were negotiable.
What I confidently knew back then, as I do now (due to the sheer number of concerts and festivals I attend), was which bands put on the most exciting live shows. I also have a large network of music industry friends that I was able to tap into to learn about the logistics of event planning and to get a sense of what bands of all different levels would cost to book.
By tapping into my resources, I was able to help execute parties and showcases that were extremely successful for us as a business. They brought us directly in contact with the top managers, artists, and agents in the music industry that we've since closed very profitable deals with.
Applauze Presents: SXSW 2015
I curated and booked all of the talent for our showcase at Scoot Inn, Austin (1000 cap. venue), which was the third most RSVP'd event of that day (of hundreds) on Do512. I worked directly with band managers and booking agents to negotiate performance fees, saving the company over $10k. I also created all of our marketing campaigns, and led music industry outreach and user outreach.
SXSW '15: Rubblebucket at Applauze Manor
I organized our series of private industry after parties throughout the week at a historic residence in East Austin. I booked the following artists: Carl Barat & the Jackals, Rubblebucket, Great Caesar, Panic Is Perfect, The Frail, and Austin Boogie Crew. I developed our VIP guest list and led industry outreach, identifying the key managers, agents, and artists who would be beneficial for future business with Applauze.
The Sign of a Successful Party
...when people show up the next night, hoping for more. This was one of many texts I received from band managers/bands/music industry people the night after the Applauze Manor party. It was also covered in the first paragraph of this SF Weekly article about the best SXSW events.
Applauze Presents: SXSW '14
MS MR, Charli XCX, RAC, Robert Delong, Rich Aucoin, and Gentlemen Hall were all on the lineup. The event was a huge win for Applauze, with tens of thousands of RSVP's and fans lining up hours before the show for a chance to gain entry.
Just a few hours before doors opened at the Applauze Presents '14 showcase, we were informed that all outdoor noise had to stop at 10pm, instead of 2am as planned, due to tightened Austin city regulations. I was able to quickly work with key production staff at the venue, and all of the artists, to re-jig the entire lineup so that everyone could still perform. Two of the artists ended up playing in the venue's indoor venue, and we were able to spin the change as an exclusive in-venue after party.