Radio City’s concert schedule has not been known as the venue’s primary forte despite being regarded by many artists as a defining career highlight.

I took the initiative to help discover ways to package Radio City’s strong music history and stir social media traction to reinforce the venue’s amazing year-long concert calendar.

One of the focal points I chose to help position Radio City’s music lineage was unearthing a nearly century-long, but rarely seen by the public tradition – the signing of the fabled Radio City guestbook by visiting artists.

Having held signatures from legends such as Frank Sinatra and even US Presidents, the Radio City Guestbook stands out as one of the venue’s most distinct features exemplifying the landmark’s prestige. Publishing images from the guestbook for the first time on social media would not only add to the venue’s mystique in the eyes of patrons, but also for incoming artists.

Starting in 2017, this new social campaign revolving around the guestbook signatures would become a new digital tradition for the venue, featuring:

• backstage photo/video of the signings
• commentary from artists on being added
• photos of the signed pages themselves

This new digital series also lead to the following shifts:

• greater visibility for the guestbook
• artists choosing to make more ornate signatures / messages
• use of the guestbook as marketing collateral for promoting the venue’s daily tours

I would organize amplification of the guestbook content across the social channels of artists, record labels, promoting partners, fan communities, and even history accounts.

#SignRadioCity would become Radio City’s “signature” social trademark for The Chase Concert Series, featuring artists content from top-tier talent such as Dave Chappelle, Solange, John Mayer, Jerry Seinfeld, and more, while hitting over 30 million social impressions in less than a year.