WHEN WE WERE YOUNG
Role: Marketing Lead | Talent Relations | Content Team Producer
Years: 2022, 2023, 2024, 2025
What I love most about our annual emo takeover is the community. The artists, crew, and fans all deeply believe in what it stands for. It’s a collective celebration of the music people grew up on. Artists are generous and easy to work with, crews are invested, and everyone is aligned on the same goal: selling out the festival and coming together for a weekend of bands that are, in many cases, longtime friends.
One of my favorite creative moments on this festival was creating a live photo admat as the lineup poster. Our 2024 lineup featured over 50 acts performing full albums, so we ordered jewel-case CDs and laid them out on a shag rug with 90s-era props to build the poster artwork.
Accomplishments:
Launched a brand-new festival IP and grew it into a multi-million–member online community
Welcomed over 130,000 fans annuallyAdvanced the needs of 60+ artists per year, spanning contracts, on-site production, content, and hospitality
Led a 50-person creative team across photography, video, social, production, PR, and talent escorting
Oversaw real-time on-site posting, averaging 280+ live deliverables per festival weekend
Generated an average of 10M website views annually
Built and grew social channels reaching 76M people per year, driving 117M+ impressions
Festival Social Community:
Instagram: 1.3M
TikTok: 118.7K followers / 2.3M likes
Facebook: 349K
X: 66K
Threads: 202K
