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6th Dimension

Amplifying the Afrofuturism Festival’s Arts & Culture Impact

Client
Into the Afroverse

Year
2023
 
Scope of Work
Influencer Marketing, Public Relations  
 
Industry
Non-Profit

Here's the Stitch
(aka Situation)

From August 26 to October 28, 2023, the 6th Dimension Festival 2023 — the first multidimensional festival curated by Cultured AF — explored Afrofuturism through various media and perspectives, with a focus on arts & culture. The festival included a primary art exhibit (which opened on August 26, 2023), satellite events, and a Summit (held on October 14, 2023).

To promote the festival as a whole and each individual event, and ultimately to contribute to ticket sales and attendance, BRVC recommended a PR campaign from July to October 2023, followed by the distribution of a press release.

Our Approach

Phase 1: Audit

BRVC conducted a competitor coverage analysis and assessed past media coverage, along with the online representation of the brand.

 

Phase 2: Strategic Communications Plan

The plan was designed to introduce the 6th Dimension Festival, promote individual events, and highlight the festival’s peak event — the summit — to drive sales and attendance. The core narratives focused on Afrofuturism, the festival’s program, and creating activism. The goal was to secure an average of 2 earned media placements per month, based on findings from the audit.

 

Phase 3: Implementation & Analysis

BRVC executed media outreach targeting local tourism and news, national arts and culture outlets, BIPOC interests, and education and activism. Additionally, influencers and key industry leaders were engaged to help promote the festival.

Our Impact & Client Milestones

BRVC aimed for a minimum of 2 earned media placements (articles) per month, and the PR efforts greatly exceeded this goal:

  • August 2023: With 58 pitches sent, BRVC achieved 44 press mentions, including 34 articles and 10 mentions on online event calendars. This resulted in 1,600% more articles than the goal (34 articles vs. 2) and 77.27% of all press mentions being articles​.

  • September 2023: In this month, 13 pitches were sent, resulting in 86 press mentions, 8 of which were articles. This marked a 300% increase over the goal of 2 articles (8 articles vs. 2). Of all press mentions, 9.30% were articles​.

  • October 2023: Continuing the momentum, 13 pitches led to 11 press mentions, 9 of which were articles. This represented a 350% increase over the goal of 2 articles (9 articles vs. 2). 81.82% of all press mentions were articles​.

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