Universal Music's launch of yellow lounge

"Yellow Lounge" was an initiative by Universal Music's Deutsche Grammophon division to bring classical music to mainstream audiences by hosting performances in alternative concert spaces. I was the executive producer for its US launch of the program in 2012 - overseeing all event production, creative direction, branding, and of course social media awareness.

Highlights included:

  • Over 1000 people in attendance (max capacity was 700 at the venue) 

  • coverage in local and national press outlets (NBC, ABC, Billboard, etc)

  •  appearances by various celebrities in attendance (Amy Adams, Olivia Culpo, Joshua Bell, Norman Reedus)

 

Witty copy lines playing off classical music themes and composers were used to promote the launch as printed snipes throughout NYC and shared across social media.