Lovers & Friends
Music Festival
Lovers & Friends made its long-anticipated festival debut at the Las Vegas Festival Grounds on May 14, 2022. Think of your CD collection in the early 2000's; the festival was a full encapsulation of your favorite artists featured in one weekend. The 2022 Lovers & Friends lineup featured '90s and '00s rap and R&B icons like Usher, Ciara, Nelly, Ludacris, Ashanti, and more.
After canceling in 2020 because of the COVID-19 pandemic, the anticipation for Lovers and Friends 2022 couldn't be stronger. As a marketing team, we maintained the excitement of festival goers leading up to the event and kept our online community engaged through social accounts.
LIVE EVENT CONTENT
Social Roll out Strategy
We rolled out a fully integrated social campaign that tapped into the Y2K nostalgic essence while still using relevant platforms that resonated with today’s audience. This launched a wave of excitement on socials, creating massive buzz around the event and, for some, making it feel almost too good to be true. Following the announcement, we maintained our focus on nostalgic elements throughout our social accounts.
Design
The creative direction and design was inspired by 2000’s fashion, particularly within music, where our everyday style was largely influenced by the convergence of hip-hop and streetwear.
