Storm Festival
The Budweiser Storm Electronic Music Festival represented a landmark achievement in China's emerging electronic music scene, scaling from a niche event to a multi-city phenomenon attracting over 120,000 attendees.
[Challenge]
With the festival's rapid expansion someone was needed to drive campaign strategies spanning traditional media, digital platforms, and experiential activations across Shanghai, Beijing, Guangzhou, Shenzhen, and Chengdu.
Project management involved balancing authentic underground music culture with the commercial requirements of a rapidly growing festival enterprise. Specific duties included daily schedule management, transportation & personnel logistics, merchandise/inventory management, budget & results reporting, and more.
Through targeted micro-campaigns for varying demographics across each city (festivals, nightclubs, universities, and main downtown/tourist areas) we were able to leverage a 500% growth in ticket sales from the previous year.
The festival's business success ultimately stemmed from its cultural relevance and ability to create experiences that resonated deeply with China's emerging youth cultures. By positioning Storm not merely as a music event but as a cultural milestone, we achieved exceptional customer retention rates and strong year-over-year growth.
The festival became a case study in building sustainable entertainment businesses in emerging markets through authentic community engagement and strategic brand partnerships.
Project Information
Client:
Anheiser Busch / A2Live
Team Size:
5-10 on average
Location:
Chengdu, Guangzhou, Beijing, Shenzhen, & Shanghai, PRC
Services
Event Curation & Management
Branding & Visual Strategy
A/V Production
Additional Media
[Storm Festival Recap Video]
