The Breed Ent
Grammy-Nominated Producers Unite 400+ Members of The Music Scene In Their Home State
Client
The Breed Ent: Uniting CT's Arts Community
Year
2019
Scope of Work
Brand Messaging Development, Content Creation, Influencer Marketing, Public Relations, Brand Partnerships, Event Planning
Industry
Entertainment, Lifestyle
Here's the Stitch
(aka Situation)
What used to be known as an annual high-energy, day party, transformed into an inaugural 4-day weekend intended to amplify as well as unify the culture and talent in Connecticut's arts community.
Founded in 2009 by Grammy-nominated and multi-platinum producers—Aaron “Y-A” Rogers and Rashad “Snacks” Johnson—The Breed Entertainment is a multi-tiered production company that creates quality and culturally-driven experiences through music, as well as community and entertainment events.
Prior to 2019, The Breed Weekend only referred to an annual day party. However, Y-A and Snacks wanted to create a different experience that would break barriers and encourage Connecticut creatives to make genuine connections that would foster more collaboration and positive energy across the state's music community.
Our mood going into this project:
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Our Approach
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Keeping the production company's desire for unification and amplification in mind, we worked with Y-A, Snacks and The Breed Entertainment team to create The Breed Weekend---the first 4-day event that bridged gaps in Connecticut’s entertainment scene through interactive moments. Specifically, we produced an event coordination that itemized essential tasks (i.e. budget, roles, and run of show).
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We also worked with The Breed to brand the event by providing messaging for all four events, as well as developed and implemented a marketing and communications plan that would generate awareness, attendence and revenue for the event.
Our Impact & Client Milestones
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The multi-day event generated over 450 attendees.
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Specifically, our marketing and PR efforts resulted in:
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The creation of sponsorship opportunities as well as outreach that produced partnerships with Shine Papers, Connecticut Office of The Arts, Audiomack, Martell USA, Single Mom’s Alliance and the City of New Haven
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The creation of vendor opportunities that resulted in the involvment of local small businesses: Kenzie Kare, Concreat, Z For Everybody & Typsy Gypsy
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Earned 200,000+ impressions and 20,000+ engagement activity on Instagram
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Earned media coverage from Incline Magazine, CT Breakthrough, Power of Connecticut & IGASTT Podcast (estimated 20,000+impressions)
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Developed messaging for promotional video that was featured on a mobile advertisement
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Received attendance and involvement from influential experts familiar with funding Connecticut artists, the art of DJing, record labels/music industry, content producers, management and music producers.
The Plug | The Breed Weekend 2019
The Grand Opening of The Live Room introduced a new “pressure-free” venue for artists to perform their music in front of a crowd that respects their craft. Artists came to "plug" in their latest music for Connecticut's entertainment scene to enjoy. This event was hosted by Martell Cognac; and sponsored by Audiomack and Shine Papers.
The Plug | The Breed Weekend 2019
The Grand Opening of The Live Room introduced a new “pressure-free” venue for artists to perform their music in front of a crowd that respects their craft. Artists came to "plug" in their latest music for Connecticut's entertainment scene to enjoy. This event was hosted by Martell Cognac; and sponsored by Audiomack and Shine Papers.
Bridging The Gap | The Breed Weekend 2019
Bridging the Gap was a night that combined interactive networking with a "town hall" discussion about breaking down walls and emphasizing the possibilities of success for everyone. Featured speakers included: Hot 93.7's Big Regg, Connecticut Office of the Arts' Adriane Vegas Jefferson, Chill Shump (music producer) and more.
The Breed Day Party | The Breed Weekend 2019
The Breed Day Party 2019 was an opportunity for creatives and beyond to come together and have a good time! Thank you to Martell USA for partnering with The Breed Weekend 2019!
Before The Breed Weekend, BRVC also collaborated with The Breed Entertainment and provided brand development, social & digital strategy consulting and public relations to all talent within the company which includes: Aaron "Y-A" Rogers (producer), Rashad "Snacks" Johnson (producer), DluxB (producer), Randi "Kashthebreed" (producer), Slay Washington (host/MC), DJ Eazy, and BUTT3R (artist).
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After The Breed Weekend, BRVC consulted The Breed on brand development as well as team development and engagement for the The Breed Academy.