Objective
To transform The Band Perry’s return into a high-energy, multi-market fan experience by driving awareness, excitement, and real-time engagement across six free pop-up performances while maintaining a cohesive artist-forward identity across Baltimore and the DMV.
The Challenge
The challenge was turning six performances across two markets into one cohesive campaign without the coverage becoming repetitive. Because Baltimore’s activation happened first, coverage had to preserve excitement for the following day’s DMV takeover while adapting to moving schedules, artist access, severe weather, same-day editing, and live publishing.
Creative Direction
Working from The Band Perry’s official Psycho Rodeo Tour creative system, I adapted artist-provided assets into a custom Psycho Rodeo RADIO Tour identity for Baltimore and DMV radio-exclusive pop-up performances. The visual system integrated station presence, local market relevance, and same-day urgency while staying true to the band’s established brand.
Taking Over the DMV
Across two consecutive production days, I managed real-time social coverage, photography, video capture, editing, approvals, and live publishing for six performances across Baltimore and the DMV. The activation included a live radio appearance, artist-recorded liners, a Camden Yards activation, six free performances, weather pivots, and same-day editing throughout.
Social Campaign + Real-Time Storytelling
Rather than relying on repetitive concert clips, coverage focused on a more dynamic, emotionally resonant social experience—mixing performance highlights, backstage moments, fan reactions, trend-forward formats, and venue-specific storytelling.
Live Coverage & Content Capture
I covered both days of the tour on-site, capturing photography and video while editing and publishing content in real time. Coverage focused on the moments around the performances as much as the performances themselves, from artist arrivals and backstage access to the Orioles first pitch and packed late-night shows.
Results
Across two markets and six live events, the campaign generated more than 200K content views while extending the tour beyond the people who could attend in person. The strongest social content reached more than 63K views, with additional engagement driven through artist collaboration, station channels and real-time event coverage.
