Context
The goal of this engagement was to deeply embed myself as a creative partner within the Greater Philadelphia house music community. I identified Juilliard graduate and pianist Katarina Sky as a high-priority lead; based on her release schedule and live bookings, I predicted she was approaching a major funding cycle for her next project. I proactively connected with her, securing press access to document her set at the Departed Season 4 Premiere at The Ave Live.
The goal of this engagement was to deeply embed myself as a creative partner within the Greater Philadelphia house music community. I identified Juilliard graduate and pianist Katarina Sky as a high-priority lead; based on her release schedule and live bookings, I predicted she was approaching a major funding cycle for her next project. I proactively connected with her, securing press access to document her set at the Departed Season 4 Premiere at The Ave Live.
Objective
Execute speculative, high-level press coverage to establish undeniable proof of value within the house scene. The primary mission was to capture colorful, highly detailed creative assets for Katarina to use in upcoming investor pitches, while simultaneously providing premium coverage for the event organizer and headliner, Ben Arsenal.
Execute speculative, high-level press coverage to establish undeniable proof of value within the house scene. The primary mission was to capture colorful, highly detailed creative assets for Katarina to use in upcoming investor pitches, while simultaneously providing premium coverage for the event organizer and headliner, Ben Arsenal.
Approach
The Ave Live demands an understanding of large-scale club lighting and crowd dynamics. My shot list was structured to capture the full scope of the event: dynamic live portraits of the performers, sweeping establishing shots of the venue and attendees, and nuanced environmental details designed specifically for both digital rollouts and physical print marketing.
The Ave Live demands an understanding of large-scale club lighting and crowd dynamics. My shot list was structured to capture the full scope of the event: dynamic live portraits of the performers, sweeping establishing shots of the venue and attendees, and nuanced environmental details designed specifically for both digital rollouts and physical print marketing.
Impact
The strategy paid off on multiple fronts. Katarina Sky successfully utilized the targeted live portraits in her pitch decks and social channels to secure music investors. This initial collaboration blossomed into my direct hire for her new duo’s debut performance series (Mona x Kat) and their private industry listening party. Furthermore, I leveraged the initial Departed press article to prove my commercial viability within the scene—directly resulting in securing my year-long, multi-event contract with Speedy Records.
The strategy paid off on multiple fronts. Katarina Sky successfully utilized the targeted live portraits in her pitch decks and social channels to secure music investors. This initial collaboration blossomed into my direct hire for her new duo’s debut performance series (Mona x Kat) and their private industry listening party. Furthermore, I leveraged the initial Departed press article to prove my commercial viability within the scene—directly resulting in securing my year-long, multi-event contract with Speedy Records.
Sample Gallery
