Merging genres with the Lincoln Center

The Lincoln Center Young Patrons group was looking to bolster millennial patronage and attendance at events. They identified two young composers who were combining Kanye West with historic composers, but needed help getting the word out and driving interest.We treated Yeethoven like a hype drop of a popular sneaker, designing an experience around the event to drive interest & excitement. We started with a teaser trailer for the event. Then we followed that up with a pre-party a few weeks before the concert where attendees could remix their own Yeethoven beats with the help of Splice, an online beatmaking tool. The night of the event, we took over the Lincoln Center stairs with quotes from Kanye West and Beethoven, and hosted an after-party with dance battles & themed drinks.