Tropico

A monthly club night and music platform that opened opportunities for young emerging artists and DJs. Problem - In 2012, I and a few crate-digging friends combined skills and ideas to create a new monthly club night. We wanted to curate events that were fun, played forward-thinking music, and most of all, create a sense of community and a family of musically like-minded people. We needed a brand name, identity, and event concepts that would stand us apart from the others and one that created an environment for our community to flourish from. Solution - I delivered a brand name, visual identity, and brand guidelines. I helped plan our marketing strategy and together we leveraged exposure from Facebook, Instagram, Tumblr, and Mixcloud to grow our audience as well as using traditional methods of promotion - good old-fashioned flyposting in all the city hotspots. Nando’s liked what we were doing so we partnered with them to offer vouchers to our guests on arrival. This was a great way to encourage people to arrive early. I was the event photographer and would shoot with 35mm film. Once developed I would incorporate these raw and energetic photos into the poster designs for the following month to achieve an inclusive community feels. Results - Tropico became a staple and much-loved part of Norwich nightlife as well as an effective platform for new emerging DJs to gain recognition. Our first event sold out and we continued to host successful and profitable events every month for the next 5 years. Many young artists came through our doors as bedroom DJs and left as rising stars, going on to achieve great things. We created a community and loyal following, a physical and digital place that like-minded music heads could call home. www.instagram.com/tropicomusic