Cultural Programming
// Challenge
As part of my strategic offering to pitches and live events, I am often tasked with suggesting talent for brand events, including UGG, Nothing, adidas and Amazon. This could be anything from DJs and live artists at an in-store party, to visual artists and F&B vendors for a large-scale activation, to cultural thought leaders for a panel talk.
// Methodology
All of these examples require an acute understanding of the audience and brand, and where talent fit into that equation. This involves understanding the experiential objectives for our guests, as well as what the brand is seeking to get out of the activation. This boils down to talent criteria, which marry those two elements, and give us guidance for who we recommend working with.
// Outcome
The outcome could be anything from hosts for a consumer football experience, live artists and DJs for a party, local creatives for workshops or suggestions for wider brand partnerships.
My philosophy is that a brand should always seek to make longer-term partnerships with any talent, as this makes for a more meaningful role and outcome for everyone involved.