Context
The Delaware Music Network (DMN) is a local non-profit dedicated to nurturing and platforming emerging talent. Because I deeply aligned with their mission, I committed to an 18-month engagement. What began as a four-person content engine eventually shifted into a solo editorial mission after my team restructured, requiring me to pivot my strategy to maintain support for the network.
The Delaware Music Network (DMN) is a local non-profit dedicated to nurturing and platforming emerging talent. Because I deeply aligned with their mission, I committed to an 18-month engagement. What began as a four-person content engine eventually shifted into a solo editorial mission after my team restructured, requiring me to pivot my strategy to maintain support for the network.
Objective
Bridge the gap between local showcases and professional press coverage. The goal was to provide DMN with high-quality media for monthly recaps, while dedicating long-form press features—like album reviews and artist spotlights—to standout performers via The BTS Newsletter.
Bridge the gap between local showcases and professional press coverage. The goal was to provide DMN with high-quality media for monthly recaps, while dedicating long-form press features—like album reviews and artist spotlights—to standout performers via The BTS Newsletter.
Approach
The primary operational hurdle was the venue: a library meeting room and commons area both with highly unflattering, built-in yellow lighting. To solve this, I installed my own wireless flashes on the common area's mezzanine, aiming them down at the performance area. For the meeting room, we brought in LED bulbs with soft-boxes and a simple bi-color key light for the interviewees. This allowed us to completely overpower the ambient room lighting, carving out the subjects with high-contrast, professional detail.
The primary operational hurdle was the venue: a library meeting room and commons area both with highly unflattering, built-in yellow lighting. To solve this, I installed my own wireless flashes on the common area's mezzanine, aiming them down at the performance area. For the meeting room, we brought in LED bulbs with soft-boxes and a simple bi-color key light for the interviewees. This allowed us to completely overpower the ambient room lighting, carving out the subjects with high-contrast, professional detail.
My monthly shot list captured both the four featured performances and the intimate behind-the-scenes interviews.
Impact
The campaign generated massive social capital for both DMN and the artists. Performers leveraged these premium assets for their own promotional rollouts, and in some cases, as official album art. For DMN, the influx of high-end, magazine-quality imagery caused a notable spike in social media engagement, successfully upgrading their visual identity from standard digital flyers to premium documentary content.
The campaign generated massive social capital for both DMN and the artists. Performers leveraged these premium assets for their own promotional rollouts, and in some cases, as official album art. For DMN, the influx of high-end, magazine-quality imagery caused a notable spike in social media engagement, successfully upgrading their visual identity from standard digital flyers to premium documentary content.
Press Links
What 18 Months of Photographing a Local Open Mic Taught Me
2024-2024 Gallery Selects
