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Lil Nas Xperience MONTERO Album Activation

Sony Music approached me to help them with the concept of the MONTERO album listening party. They wanted creative ideas to include the Black LGBTQIA+ community and bring Lil Nas' vision to life. Together with Bolt productions, we created The Lil Nas Xperience; a one-day event at Paradiso in Amsterdam for music professionals, press and fans. I pitched the idea of hosting ballroom battles during the party. I sourced voguers and a ballroom MC & DJ duo. I also created the copy Montero: Hell's Battle which appeared in the visitor brochure and floor map of the experience. In addition to this, I curated a guest list of the biggest Black LGBTQIA+ influencers in The Netherlands and invited them to attend. Having the community represented was a key element of the brief from Lil Nas X and his team. The venue was transformed into a live 1-hour experience of the MONTERO album. Visitors arrived through The Garden of Eden and could experience Heaven and Hell, fashion shows, pole dancing and watch a ballroom voguing battle with Holland's best vogue performers. At the end guests exited via the mug shot room where they took pictures in pink jumpsuits in the style of the INDUSTRY BABY music video.

Project Roles
Copywriter, Creative Director, Event Producer
Company
Sony Music
Skills
Copywriting, Creative Direction, Creative Strategy, Event Management, Wrangling - Creatives
Media
Brand Films, Events, Music
Project Industries
Entertainment, Music
Lil Nas Xperience MONTERO Album Activation