Vanessa (TAC) x Isol-Aid

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Across four weekends, the Vanessa Instagram hosted four live gigs in support of Instagram festival, Isol-Aid.

What underpins TAC’s Vanessa program is a belief that young people should be looking out for one another. But while Vanessa took a break from being at festivals, we quickly found a way to communicate with our audience and encourage them to check in on their mates. Vanessa partnered with virtual festival Isol-Aid Festival to present four mystery artists. Isol-Aid is a socially (media) distanced music festival, and 100% of donations to the initiative go to artists. Across four weekends, Middle Kids, Ball Park Music, Alex Lahey and WAAX took over the Vanessa Instagram, performed live on the feed, resulting in the highest engagement ever seen on Vanessa's social channels. In the lead up to each performance, we dropped hints on Vanessa’s Instagram. So while Vanessa usually focuses on peer to peer connections at music festivals, we used this time to build Vanessa’s credibility by supporting a hurting music community.

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https://www.facebook.com/middlekidsmusic

https://www.facebook.com/middlekidsmusic

https://www.facebook.com/alexlaheymusic

https://www.facebook.com/alexlaheymusic

https://www.facebook.com/WAAXBAND

https://www.facebook.com/WAAXBAND

https://www.facebook.com/ballparkmusic

https://www.facebook.com/ballparkmusic

 
Richard Cooke