b current Performing Arts "Freedom: A Mixtape"

b current Performing Arts

Successfully Launching the “Freedom: A Mixtape” Tour with a Strategic Event Marketing Campaign

b current Performing Arts faced the challenge of bringing their “Freedom: A Mixtape,” originally created during the 2020 pandemic, to a live audience across Ontario, Canada. They needed support in branding, logistical coordination for ticket sales, and effective promotion to ensure the success of this ambitious performance within an exceptionally short timeline.

Services Provided

Strategy
Branding
Campaign Collateral
Email Marketing
Social Media

Digital Advertising
Public Relations
Campaign Landing Page Development

$$$$$

Founded in 1991 in Toronto, b current Performing Arts has been a pivotal force in culturally-rooted theatre development. Initially established for Black artists, the company has expanded its mission to support artists from all diasporas, fostering intersectional voices and community engagement through authentic and impactful artistic expressions.

What We Did

Strategy Development

We collaborated closely with b current Performing Arts to understand their vision for the “Freedom: A Mixtape” tour. Our strategic planning laid the groundwork for a marketing campaign tailored to their unique needs.

Branding & Messaging

We defined b current’s messaging to highlight their impactful work and the significance of the mixtape tour. This included:

Visual Branding: Developed new promotional materials, including posters, social media graphics, and digital ads.
Landing Page Development: Created a dedicated landing page for the tour, optimized for user engagement and ticket sales.
Content Creation: Produced compelling content to communicate the tour’s themes and objectives, ensuring a consistent voice across all platforms.

Marketing Campaign

Our multi-faceted marketing campaign included:

Digital Advertising: Launched targeted ads on social media platforms to maximize reach and engagement.
Email Marketing: Implemented email campaigns to inform and engage b current’s existing network.
Public Relations: Coordinated media features and press releases to boost visibility and awareness.

The Results

Despite its short promotional period, the “Freedom: A Mixtape” tour achieved remarkable success, exceeding expectations with enthusiastic audience responses, lively post-show interactions, and standing ovations.

797,271

Impressions across digital channels

7.0%

Click-through rate (CTR) average surpassing the industry average of 2.7%

9

Media features received, including coverage from notable outlets such as CBC Radio and City News

4,446

Landing page visitors

Up to 170

Attendees at key event locations

69.4%

Email open rate achieved, well above the industry average of 18-23%

“What a team of superstars Anchor has assembled! Quick to communicate, thorough with their responses, and provided help for whatever we needed. The design team produced beautiful graphics and such an engaging website. They saw and heard our brand and voice, and created harmonious assets to complement them. We would 100% recommend their services.”

Marcel Stewart

Artistic Director, b current

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