Key Results:

• 20% increase in ticket sales across the tour

• +15K follower growth

• 32% boost in fan engagement

• Featured at EDC Las Vegas via final billboard

ARMNHMR, a globally touring DJ duo, brought me on to lead social strategy during their 2018-2019 West Coast tour, culminating at EDC Las Vegas 2019. My goal was to drive ticket sales, deepen fan engagement, and elevate their emotional brand. We wanted to create as much hype as we possibly could so that when we played EDC, you couldn’t see the crowd end.

I executed a digital-first strategy that combined storytelling, community engagement, and content drops timed to high-impact tour moments. One of my original ideas was to start a Spotify playlist that we would update weekly, with our favorite tracks of the week. The catch? Every leg of the tour, we would include an original song from a local artist in that city, and add it to our Spotify playlist. This move instantly tapped us in with our community on a deeper level, and put local artists on a 100% real listener playlist. This method worked in our favor, as we tracked a 20% increase in ticket sales across the tour compared to their previous, and +15K follower growth. This playlist is called “Infinite Skies” , and is still used by ARMNHMR to this day.

Outside of digital, I also supported on-the-ground logistics — including managing backup lighting and sound tech for select venues. One of the biggest physical-digital conversions I executed was the placement of a branded billboard at the final turn before entering the EDC Las Vegas festival grounds. It was the final visual push and a bold statement that capped off our tour. The overall result of these campaigns, can be answered in the EDC 2019 photos below.