My Favorite Project: GOVBALL x WALC

I’ve had a lot of new opportunities in 2023 to dive into new areas in digital media. But one still stands out to me as the moment I truly forwarded a brand with my work.

Since the beginning of my college career, I’ve been deeply involved with Wavelengths at Lincoln Center, a student-led radio station at Fordham University’s Lincoln Center campus. WALC gives undergraduate students a hands-on opportunity to broadcast a weekly one-hour online radio show and options to DJ at live events, write concert reviews, and gain marketing experience by learning to brand their music taste. I have served as Tech Consultant (2020-2021,) Treasurer (2021-2022), Vice President (2022-2023), and have found myself most comfortable my senior year as the Social Media and PR Manager (2023-2024).

My lovely 2023 executive board setting up for our annual rave last March.

After three consecutive years of overwhelming success following the outlet’s launch in 2020, my team and I received an invitation from NYC’s annual music festival, The Governors Ball, asking if we’d be willing to cover the festival on our social channels and radio station. By the summer of 2023, I found myself, at 20 years old, responsible for photographing and interviewing some of the hottest names in the music industry, wildly boosting impressions for WALC with our exclusive access to New York’s favorite artists.

The weekend consisted of back-to-back sets, a roaring crowd, and many photo and video opportunities, and my social media plan proved quickly successful.

Before the festival, I established a narrative that other college students would relate to. I extended the platform WALC was granted to other fans in the area, asking for their input on what we should ask the artists during their interviews. Using vulnerability and highlighting our anxiety about such an exciting experience put us on an equal playing ground with viewers and made the post seem less “canned.” These tone choices narrowed my target audience to 18-24-year-olds in New York City interested in the festival. Therefore, I effectively used relevant humor to spark discussion in our comment section to boost our overall reach and gain over 220 thousand views on that video. In comparison, our organization’s previous videos seldom reached even 500 views.

My goal for this collaboration was to support the artists and provide press coverage, while also promoting WALC as a Gen-Z run music and culture platform. Since our partnership with Gov Ball, we’ve seen consistent increases in Reels and TikTok engagement, along with increased interest from local artists to partner with us in the future.

Feel free to check out the photos I shot in my digital photo portfolio!





Previous
Previous

My 2023 wrAPPed: A Year in Screentime

Next
Next

I’m Afraid of the B&H Photo Superstore.