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Grammy-Nominated Producers Unite 400+ Members of The Music Scene In Their Home State

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.




Brand Development | Social Media & Digital Strategy | Public Relations | Event PR & Coordination


Entertainment | Lifestyle

Here's the Sitch (aka Situation):

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:

Our Approach

  • 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).

  • 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

The multi-day event generated over 450 attendees.

Specifically, our marketing and PR efforts resulted in:

  • 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

  • The creation of vendor opportunities that resulted in the involvment of local small businesses: Kenzie Kare, Concreat, Z For Everybody & Typsy Gypsy

  • Earned 200,000+ impressions and 20,000+ engagement activity on Instagram

  • Earned media coverage from Incline Magazine, CT Breakthrough, Power of Connecticut & IGASTT Podcast (estimated 20,000+impressions)

  • Developed messaging for promotional video that was featured on a mobile advertisement

  • 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. View details here.

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.

Following the momentum of The Plug/Grand Opening of The Live Room, The Breed created The Plug Playlist via Audiomack to provide an opportunity for artists to be heard.

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!

The Give Back | The Breed Weekend 2019

The Give Back was a free community event for artists and creatives to give food and lifestyle essentials to locals throughout the city of New Haven. Thank you to Single Mom's Alliance for joining us and providing hygiene-care baggies. Also, thank you to the the City of New Haven for their sponsorship.

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).

After The Breed Weekend, BRVC consulted The Breed on brand development as well as team development and engagement for the The Breed Academy.

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