As part of an ongoing branding campaign, Musicians Institute organized a series of corporate sponsorships at various music festivals. I worked with the school's Marketing Director to create an event marketing format that was easily replicated at numerous festivals. "MI Live!" hosted an air-conditioned environment with a small stage that hosted sets by MI students and alumni and an instrument corner by Roland on the grounds of the Coachella Valley Music & Arts Festival (2011 & 2012), Stagecoach Festival (2011 & 2012), Bonnaroo Music & Arts Festival (2011 & 2012), Sunset Strip Music Festival 2011, SXSW Pitchfork #Offline 2011, NAMM (2011 & 2012), and the KROQ Epicenter Festival 2010. I booked the artist showcases at all events, and worked with the director to coordinate the rest of the logistics for the set-up, break down and operation of the tent at each festival or event.

Patricia Wayne | Product Strategy & Growth