SONICA Music Festival Case Study

About SONICA

SONICA is Music Festival celebrates Asian creativity and culture through a memorable event filled with music, dance and fun.

SONICA featured a lineup of acclaimed international artists from a variety of genres. The artist hailed from Hong Kong, Singapore, South Korea and more, with genres spanning from R&B, Hip Hop, K-Pop to name a few.

The event took place at the iconic Sidney Myer Music Bowl which has witnessed a multitude of music events and was the perfect location to hold SONICA.

Role of BC Team

SONICA’s promoters engaged the Brand Catalyser team to be the strategic partner behind this event. Being a multicultural consulting firm, this was a project we were passionate to support. The team were involved in various facets of the festival and were driving contributors of SONICA’s success. From creating and managing social media, executing paid ads, influencer marketing, public relations, artist liaison, to on-site support on the event day, Brand Catalyser has been heavily involved throughout SONICA and are proud of the overwhelmingly positive outcome.

Program Development & Planning

With SONICA Music Festival, there was no other perfect venue other than Sidney Myer Music Bowl. SONICA was an organic fit for Art Centre Melbourne’s series “Live at the Bowl.” SONICA collaborated with Arts Centre Melbourne to bring the vision of an epic festival to life.

Music is the most integral component to SONICA, selecting the best artists to be a part of this event was extremely important. SONICA saw a diverse range of international artists perform in Melbourne for the first time. The genres of music spanned from r&b, hip hop to kpop. SONICA brought fans together to not only watch their favourite artists, but also discover other artists and talents that represent that best of the Asian music scene. Extensive research was conducted to ensure that the artists partaking in SONICA were guaranteed to give the audience a great time and represent the best of Asian culture and creativity

Audience Segmentation

Researching SONICA’s potential audience played an important part in deciding which artists to bring to Melbourne and the overall event in general. Brand Catalyser tapped into an array of audiences who would benefit from SONICA, this included Australians, Chinese communities in Melbourne, Korean markets, and more.

Not only did the markets play a part, our team took a deep dive into determining which age groups would be the most lucrative and promising.

On-site Live Experience Planning & Management

A festival like SONICA featured a number of on-site live experiences for the festival goers to enjoy. Brand Catalyser sourced a number of potential activities that would be suitable for SONICA including a Digital Tattoo Experience. Brand Catalyser managed this particular activity from not only sourcing the vendor but also their marketing and ensuring that activities on the day went smoothly.

Food is also a major part of any festival. Our team sourced a wide array of food and drink vendors to appease the SONICA masses. We appealed to the concept of SONICA by providing Asian culinary favourite such as bubble tea, baos and more, there were also food vendors provided crowd favourites like gourmet burgers, finger foods and more. Rest assured the crowd at SONICA were well fed and ready to digest their meals by dancing the night away with the amazing artists!

Marketing Planning & Execution (multilingual)

Brand Catalyser was incredibly excited to be leading the marketing planning and execution for SONICA Music Festival. We were able to utilise our expertise in multiple markets and successfully planned and implemented marketing activities across multiple platforms in multiple languages.

A festival like SONICA appeals to a wide array of demographics. The artist that performed at SONICA likewise appealed to different communities and markets within Australia. Our team professionally curated relevant marketing strategies that appealed to the corresponding markets. Our social media strategies were beautifully executed and grasped the attention of SONICA’s target audiences.

The content produced for SONICA were both in English and Mandarin which catered to the biggest lingual markets for SONICA. Different languages and markets required a variety of approaches. We worked closely with SONICA’s organisers to not only target their ideal audience but also forecasted more markets within Australia to generate more leads and sales. Our team tailored customised strategies to ensure that we effectively captured the attention of the relevant audience who would be interested in SONICA.

Paid Ads Snapshot

Social Performance Snapshot

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