– OVER 100 MILLION SOCIAL IMPRESSIONS SINCE INCEPTION IN 2014

– Drove channel’s growth by 16x

– AMPLIFIED ACROSS OFFICIAL ARTIST CHANNELS, RECORD LABELS, AND INFLUENCER/MEDIA ACCOUNTS

The Beacon Theatre is one of MSG’s most historic properties but in 2014 was severely lacking in an online/social personality to compete with other venues of similar size. In an effort to modernize the Beacon Theatre’s digital presence, particularly on social, I turned to one of the venue’s most iconic features – its vintage backstage elevator and positioned it as a “digital photo booth.”  Images and video from inside the elevator would help distinguish the vaudeville theatre from its competitors and become the venue’s signifying social trademark. Since conceiving the #UpAtTheBeacon photo series in November 2014, I’ve overseen the coordination of photographers (at times photographing talent myself), securing of talent, the distribution of assets on social media, and soliciting social shares from influencer accounts.

The series has gone on to feature marquee talent such as Will Smith, Bruce Springsteen, P Diddy, and countless more.

The series would also become the venue’s most engaged content on social media, averaging 50% higher engagements and impressions over other content on the same channels.  The series would also spearhead the growth of the venue’s social channels by 16x.  Furthermore, content from the photo series has later been repurposed as marketing collateral for future visits by those artists.