Now Booking for 2025!
Electric Eden: A journey Through music, movement, and energy
This is my demo reel containing footage from projects spanning six years. It showcases my unique ability to capture the energy and emotional impact live music has on its fans. My target demographic is the "Hardcore Festie", a group of fans that attend an average of 5 Music festivals per year. They only make up 20% of festival attendees, but they spend an average of 78% more on tickets, and are 2X more likely to name “the experience” as the top decision factor than casual fans.
INDUSTRY RESEARCH
FESTIVAL TRENDS
MAINSTREAM FESTS LOSING POPULARITY
Competition between the nation’s biggest festivals has hit a boiling point, all announcing their lineups and first on sales within a few days of each other, and all targeting the same broad audiences. People are losing interest in huge festivals with $500-600 tickets, and are shifting their eyes to smaller "niche" events.
AN ALTERNATE APPROACH
While the big players fight it out, that leaves plenty of room for smaller festivals to double down on a focused, defined market. The festivals that have embraced this strategy are already seeing success, even growing into national phenomenon in their own rights.
knotfest iowa Official Aftermovie
I was hired to lead video for Slipknot's Knotfest Iowa. This was my biggest production to date for a fest that sold out all 30,000 tickets. The aftermovie combined for over 2.2 million views across Slipknot's social media channels.
FAN RESPONSES (SCROLL RIGHT >>>)
THE "HARDCORE FESTIE"
Meet the "Hardcore Festie"
Average age: 32 | Gender: 59% male 41% female | Average Income: $75k +
Attends an average of 5-6 festivals per year, and is responsible for more than half of the total annual spend on festival tickets in North America.
Hardcore festies only make up 20% of festival attendees — but they spend an average of 78% more on festival tickets than casual fans.
Ticket Buying Behavior
Hardcore Festies are more likely to choose the deluxe ticket package: two out of five hardcore festies have bought VIP tickets to a festival, and they’re 19% less likely than casual fans to consider cost first when deciding to attend. And their passion shows — they spend an average of $550 on their most expensive festival ticket.
They're Loyal
Hardcore festies have been to their favorite festival an average of three times.When deciding whether to attend, they’re 1.5x more likely than casual fans to consider the festival producer or promoter. They’ll also rally their friends. 69% of hardcore festies say their friends rely on them for information about upcoming music festivals, and they’re 42% more likely than casual fans to post on social media at festivals.
Spring Revelry 2024 TV Commercial
I was asked by one of my main clients, Mammoth, to help promote a brand new country festival they were putting together. With a combination of Digi Blue's own footage and clips from the headlining artists' music videos, I created a 30 second promo to use for TV ads and social media. Drawing in over 10,000 fans, the festival was a huge success.
HOW TO CAPTURE THE "HARDCORE FESTIE"
"Hardcore Festie" Top Decision Making Factors:
- 45% the artists (28% headliners, 9% Supporting Artists)
- Friends Attending
- The Experience: 2X more likely to name “the experience” as the top decision factor than casual fans.
56% agree they'd rather attend a smaller, niche festival than a mainstream festival. What does a unique experience mean to these fans? 35% considered the availability of VIP access in their decision, 30% considered camping, and 23% considered non-music programming like talks, workshops, food/culinary experiences, and art installations.
Generate excitement
Understanding how a "hardcore festie" decides on which festivals to attend, makes targeting them much easier, and very few festivals are going after them in their marketing. The initial content puts the music festival's experience directly in front of their eyes, and then short, concise follow-up ads highlight the features that influence their decisions.
The "Flywheel"
On social media, people want to share their new discoveries with friends. One of the top influences driving ticket sales is "friends attending". This creates what's called a “flywheel” of event discovery. Once the wheel is set in motion, it will spin faster and faster on its own momentum — growing a festival's following and attendance without taking up more of the marketing team’s time.
Music Festival Content
KOSMIC KINGDOM LINE UP AD
I made this video to generate excitement around the line up. The goal was to make it short and to the point, while also showcasing the experience of attending a music festival in a hidden medieval kingdom. The campaign ended with 100,000 video views.
Chesterfield Day One: Same-Day Recap
A recap of Zach Bryan's performance released by 10am on Day 2. The purpose of these quick recaps is to boost single-day ticket sales by creating intense FOMO (fear of missing out) for people who were on the fence about attending.
Dancefestopia Aftermovie
I led a 6 person video team for this event, and the full aftermovie generated massive hype for the fest as the next year's tickets went on sale.
INFORMATIVE, VLOG STYLE CONTENT
Hulaween Glamping Experience Giveaway
I partnered with Hulaween, Festive Owl, and Fandiem to promote a dream package giveaway that was used to raise money for charity.
Bonnaroo Dream Weekend Giveaway
Dancefestopia line up announcement ad
This ad was a massive success. We reached 400,000 video views within 3 months.
Dancefestopia line up advertisement campaign performance
CAMPAIGN #1
CAMPAIGN #1
CAMPAIGN #1
This is the type of advertising Digi Blue specializes in. Using footage acquired from the year prior, I create unique High Energy videos designed to sell tickets.
CAMPAIGN #2
CAMPAIGN #1
CAMPAIGN #1
These Dancefestopia video campaigns ran for almost 6 months and never stopped being profitable in advertising.
festival content
Day One: Same-Day Recap
This video was made overnight between Day 1 (Wakaan "Thursday Takeover" Preparty) and Day 2. The purpose of these quick release recaps is to maximize "buzz" while the event is taking place. This buzz helps significantly boost single-day ticket sales, using the power of FOMO. We make a specific point of highlighting the stage production as well.
Kosmic Kingdom Official Aftermovie
I had a team of just 3 people for this small, niche festival, and this aftermovie showcases the intimate and magical experience of the festival.
Chesterfield Country fair
30 Second TV Spot
I was asked by Mammoth to help promote a brand new country festival they were putting together. With a combination of licensed stock footage and clips from the headlining artists' music videos, I created a 30 second promo to use for TV ads and social media. It was also picked up and aired by local news stations. Mammoth was expecting to sell 8,000 tickets total. The event ended up selling 25,000.
Chesterfield Aftermovie
An aftermovie highlighting the overall experience of the festival. This was shot with a two-person video team, over the course of about 7 hours. unfortunately, rain delays caused reduced hours the first two days, and day three was cancelled entirely.
515 ALIVE MUSIC FESTIVAL OFFICIAL RECAPS
Day One: Same-Day Recap
I lead a 10 person video team for this festival in 2019. I made this Same-Day Recap overnight between day one and day two.
515 Alive Aftermovie
The festival went through some major changes, including relocating to a new venue. This video was made to send the message, "The noise doesn't matter, we're still having the time of our lives with the people who matter most." The local news audio overlay in the beginning, song selection, and the slogan "This Is Where we Come Alive", were all conceived by Digi Blue.
Additional Content
Grind City Music Festival 2024
This is a 30 second ad I created for broadcast television ads and local news.
Artist Graphic - Grind City Music Festival
I made artist motion graphics for all the headlining artists to use in social media advertising. The purpose was to spread awareness about the acts and highlight their most popular songs.