North by North Texas: Better Than Fyre Festival

By: Gabriela Perez


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Credit: Gabriela C. Perez


Two weeks ago, I decided to write a post detailing the social media plan for North by North Texas, UNT University Program Council’s end of the year music festival, and overall last event of the year.


How did it go, you ask?

Well, let’s just say Ja Rule would be jealous.

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Credit: Gabriela C. Perez

North by North Texas went as well as it was going to, which is a good thing! Of course, bands ran late and timelines weren’t followed to the minute, but the students that came really enjoyed themselves and went home with a bunch of cool freebies. After planning the event for a little over a semester, seeing people singing along with the bands and getting into the show was more than what I could ask for.

How did we reel in these people?

Social media.


Our strategy was to create content that students would want to share on their sacred social media sites. Along with UPC’s brilliant marketing team, we came up with polls, giveaways, and other content like artist profiles and videos from bands directly to the students. Our giveaways reached about 100 retweets, with about 7 thousand organic views by Thursday. Our social media strategies worked, and even the bands were complimenting our work.

Putting together North by North Texas was quite possibly one of my favorite parts of college so far. The amount of hard work and dedication that was put into it was impressive and I definitely couldn’t have done it without the help of my friends and coworkers.

I think the most important thing I’ve learned from social media is that content really does matter. What you post is what people are going to see, and could end up being a great boost for your brand, or the beginning of a PR nightmare. As long as you are reaching the social media goals you set out to accomplish, there is no reason why you shouldn’t be successful.


Keep on posting everyone!



“Division of Student Affairs.” University Program Council | Division of Student Affairs. N.p., 17 Apr. 2017. Web. 16 Apr. 2017.



Celebrity Influencers Under Fyre?

By: Donald Smith

Last week I spoke a little on how influencers and people’s trust in them on social media. Well, after the Fyre Festival debacle that trust may have taken a hit.

First, let’s see what the Fyre Festival was supposed to be. Most of you probably had not

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“Fyre Music Festival” By Fyre Festival

heard about it before because it was an inaugural event. The music festival was supposed to be a “once-in-a-lifetime musical experience” on a private island previously owned by Pablo Escobar. It boasted a packed line-up of A-list artists such as Migos, Disclosure, Major Lazer, blink-182 and many more. Along with music, there was supposed to be “a uniquely authentic island cuisine experience” and “luxurious accommodations.” Ticket Packages for the festival started at $1,200 and some came with six-figure price tags. The festival was also endorsed by multiple celebrities via their social media channels such as Ja Rule, who was also a founder, Kendall Jenner, people might want to stop using her, Emily Ratajkowski and Bella Hadid.


Now, come the day of the festival and all of the luxuriousness and music that was promised was nowhere to be found on the island. Instead, attendees were met with disaster relief tents and sandwiches, not submarine sandwiches. It was not until most of the guest had already arrived on the island before the festival founders released statements saying the festival was canceled. However, none of the other celebrity influencers, except Ja Rule, posted any apology for their promotion of the event. Actually, they did the opposite, they deleted any social media content on their accounts that included mention of the Fyre Festival. But, even when looking at Ja Rule’s “apology” it does not seem sincere. Only Billy McFarland showed any real acceptance of responsibility for the festival’s demise.

With the silence of the celebrities who promoted the event, is it possible to say that trust of other celebrity influencers will be lost? Personally, I am going to have to say no. Only those who have been caught up in situations such as this one will lose trust from their followers. It would not be rational to say that because Kendall Jenner and Ja Rule got caught up with this festival that Beyoncé’s or Drake’s followers will lose trust in them. Therefore, it is still okay to use celebrity influencers, as long as they have not been in the news in connection to controversies because they have been successful in driving reach and sales. Lastly, here is an article from Vogue that all influencers should take a look at before accepting someone’s offer to promote a product or event, due diligence is key.

The Story of Soulection and How it became what it is today.

It’s 2011. I’m in the 10th grade. I have no friends. I have no life. It’s Friday night and as soon I hit home I’m on Soundcloud looking for some jams. I’m scrolling when I find Soulection. If you’ve ever heard of Sango, Mr. Carmack, Atu, Esta then you’ve heard of Soulection.

Soulection is an LA-based platform that was founded in January 2011 by Joe Kay in order to promote this new sound of tomorrow. Starting on Soundcloud, Soulection has now grew and moved to Beats 1 radio, which broadcasts to millions of people in over 100 countries worldwide.

392e9b_99aa70e7babc4e49863b1029cee9f944~mv2Soulection logo

Although people may view them as an overnight success, this was no easy journey as Joe Kay took a bold stance in a negative situation creating on of the most amazing digital music and technology startups in the millennial generation. Although, Founder Joe Kay, says “there’s really no format,” not following one has brought them pretty far. Soulection has over 300K followers on Soundcloud, 149K on Instagram, 77K on Twitter, and so forth.

download 5Soulection Co-Founder Joe Kay

But… Soulection wouldn’t be where it is without these few mantras


Joe Kay, the founder of Soulection, has always been an advocate of doing what you love and loving what you do, which has led to his company’s massive growth in recent years. Joe Kay doing what he loves has led to him being able to travel to over 7 countries spreading the gospel of Soulection through digital and traditional media.


This saying is what allowed Joe Kay to press forward as he stated in his Cal Poly interview that if you have an idea to put it out into the world. For anyone who has a brand or idea, if you don’t broadcast it to the world how will people know. Only way you can grow a substantial following is to produce content.


Soulection wouldn’t be here without social media. As stated previously, Soulection was started as a digital music start up on Soundcloud and focuses all of its branding through the world wide web.



Simply put, study your analytics and learn how to reach your audience. According to Soulection’s Jacqueline Schneider, “The stats feature [are always] helpful as [Soulection] start to focus on touring. “


Kay, Joe. “Soulection & My Journey.” N.p., 04 Dec. 2013. Web. 30 Apr. 2017.

Meadows, Kieran. “Inside Soulection: How An Unusual Music Startup Found The Sound Of Tomorrow.” Forbes. Forbes Magazine, 22 Jan. 2016. Web. 30 Apr. 2017.

“Soulection: A Look At The Success Of An Internet Label.” SoundCloud SoundCheck. N.p., 6 June 2014. Web. 30 Apr. 2017.

Roberts, Randall. “From Local Podcast to a Beats 1 Audience of Millions, L.A.’s Soulection Breaks Big.” Los Angeles Times. Los Angeles Times, 7 July 2015. Web. 30 Apr. 2017.

Photo Citations:

Junaini, Hidzir. “Soulection Mastermind Joe Kay Describes How His Radio Show Morphed into a Massive Global Label.” Soulection Mastermind Joe Kay Describes How His Radio Show Morphed into a Massive Global Label | Editorial | Bandwagon – Live Music, Bands and Concert Guide for Singapore, Manila and Jakarta. Bandwagon, 12 Apr. 2017. Web. 30 Apr. 2017.

Champions, Stereo. “Five Soulection Songs That You Need In Your Life | Stereo ChampionsStereo Champions.” Stereo Champions. N.p., 22 July 2015. Web. 30 Apr. 2017.

Dave, Turner. “Soulection.” Mixmag. N.p., 7 May 2015. Web. 30 Apr. 2017.

Should Ja Rule be FYRED?

Anyone heard of Fyre Fest? Yeah. Me either, before this past weekend.

Upon further examination and to my understanding, Fyre Festival was a one-of-a-kind, luxury music festival hosted and promoted by Ja Rule, taking place on Great Exuma Island (once owned by Pablo Escobar) in the Bahamas. The festival, hosted over two weekends, was promoted by A-list millennial celebrities like Bella Hadid and Kendall Jenner. Fyre Fest was supposed to offer a celebrity-like experience by having “the best in music, cuisine, design, and hospitality on a private island.” as told by @fyrefestival on Instagram. The music festival claimed to be so luxurious, tickets started at $1,200 per person and topped over $200,000 for VIP packages with extras included.

An event so exclusive and hyped up by the biggest names in the industry made the really popular among millennials and plenty were willing to dish out the big bucks to be able to party like a rockstar with some awesome performers, such as the ones listed below.


Screenshot acquired from @fyrefestival Instagram page.

The problem? The festival was the complete opposite and a total train wreck. From the second festival-goers arrived on Great Exuma, it was plain to see that everything Ja Rule promised for Fyre Fest, was not executed. Guests arrived to half-finished, uninhabitable accommodations on an island that appeared to have been housing disaster relief victims.

If you can’t seem to get a visual on what it looked like, here’s pictures by Twitter user, William N. Finley IV (@WNFIV).

Commentary by @Braden1013


And this is not including what guests endured on the plane, once on the island, and returning home. Delays, poor organization, and “government lockdown” held hundreds of guests on planes for hours, in very uncomfortable conditions and without food or water.

The incident caused many people to believe it was the scam of a lifetime.

Ja Rule released this message on Twitter regarding the situation:

ja rule apolo

Fyre Festival’s Instagram account also has this message displayed regarding refund information and postponed shows: image4

No report has been made of when Fyre Festival will commence.

No report has been made of any active or upcoming lawsuits.

Music Artists Need Social Media

By: Kalyn Baxter

Music in the form of singles or albums are released almost every day. Most artist that have large budgets are able to pay for advertisement and promotion about the upcoming releases, however the most genuine form of pre-album hype is when fans anxiously post on almost every social media platform about how great the album will be before it even comes out. Music artist honestly do not need to focus on buying advertisements for an upcoming album thanks to the help of social media. A simple tweet hinting to an upcoming album to their fans could leave all the promotion work to everyone who follows them. Along with other types of self-promotion, there are methods to successfully post about new music without being too aggressive, like sounding genuine about why the fans should be excited and most importantly by being interacted and responding to feedback. Eager fans will create content like memes or other graphics showing their support and excitement toward their preferred artist’s work. image1In order to have gotten to the level of having fans promote music, the artist had to have previously released quality music that at one point gained the trust of the people the artist had attempted to market to. Since people are now creating visual graphics of their anticipation, it will get more attention than fans just typing out to friends that they should get the new album that is releasing soon. Once an album or single from a music artist is released the content produced by fans will most likely increase. Lately the albums that I have been suggested to listen to are from Kendrick Lamar and the group called Gorillaz, and if there were not the constant praise on social media about the music I would not have taken the time to listen to them. Social media is needed for music artist when it comes to spreading the news of an incoming album, because it promotes to large amounts of people at once without having to pay for constant marketing.



Snapchat Me That Filter


(Via Eliah Davila)

BY: ELIAH DAVILA |@essenceofeliah

I am a young woman that loves snapping selfies, but I also love keeping up with snap streaks on none other than Snapchat! Young and old most of the population knows what Snapchat is. What is more popular than the app itself you may ask? The famous Snapchat filters of course. Every user has their favorite filter the dog, vomiting rainbows, or maybe the infamous flower crown. To give a little background about what I am talking about the app uses face recognition technology to attach and transform your face to many different themes. Some marketers have used this feature to promote businesses for a certain amount of time. Gatorade has used it to digitally pour Gatorade on your head and Taco Bell has used the feature to turn your face into a hard taco. I never paid much attention to the feature until recently. Last week I was sitting in my car waiting for class to start then I began to play with the new Snapchat filters. This day Snapchat had filters that only effected the change of your facial features and added aesthetic changes like longer lashes and clearer skin. I also decided not to wear makeup this day so when I used the filter then looked at the picture of myself I was taken back by the drastic changes. This filter was far beyond making me a Starbucks unicorn, this filter photo shopped my face and imperfections with one click of a button. I was not upset by the difference of the photos because what else do you expect from an app. Although, as I took on the internet to see if anyone else was amazed by the filter’s results to my surprise many people have an opinion on how Snapchat alters user’s facial features. There is much talk over social media saying that Snapchat is using filters to uphold the unrealistic beauty standard that is pushed to consumers. I believe Snapchat from a business prospective is not trying to uphold an ideal beauty. I believe the company is making an effort to stay afloat in the app industry by providing all things in one app. Snapchat using such drastic filter settings is what helps keep the app ranked above picture editing apps like Facetune and other photo shopping apps. Snapchat is ranked above all social media apps and for reasons like offering so much like a photo enhancement in just one touch is a genius marketing plan.



Burhop, B. (n.d.). Is This Snapchat Filter Creating Unrealistic Beauty Standard – Insider Tip – DailyBeauty – The Beauty Authority – NewBeauty. Retrieved from

Dash, K. (2016, May 18). The Reason Why You Love the Dog Filter on Snapchat | Allure. Retrieved from

Liquido, K. (2016, June 1). Why I’m Sick of Snapchat’s Photoshopping and Sexualizing Lenses – Verily. Retrieved from

Vasquez, N. (2016, June 6). 11 Examples of Branded Snapchat Filters & Lenses That Worked. Retrieved from

Wylde, K. (2017, April 20). How To Use The Unicorn Frappuccino Filter On Snapchat & Unleash Your Inner Magical Goddess. Retrieved from

Social Media Marketing: More Important Than You Think

By: Gabriela Perez

When thinking of marketing, the first thing that pops into someone’s head is a bunch of well-dressed people in an office looking at graphs. However, social media has changed the game, and made marketing so much easier and effective for companies, business and pretty much anyone.

This year, I’ve had the honor of being one of the UNT University Program Council (UPC) Live Music Coordinators. From booking artists, to making reservations and working with tech, we basically plan these events from the ground up. However, you can build and plan all you want, but if no one knows about the event, no one will come.


That’s where social media marketing comes in.


I’m currently in the process of planning North by North Texas (NXNT), UPC’s end of the year music festival. Currently in its third year, the festival began as a way to showcase local Denton acts. However, the student body has wanted more national acts to perform at the school. This year, we are bring machineheart and DREAMERS, two national bands that are on the rise along with local pop star Jessie Frye and The Marfa Lights, a student band.


Creidt: Machineheart website

With an event of this size, making sure that we’re reaching our target audience through social media is extremely important, and the team and I have come up with a couple of different ways to market by using the different platforms.

The more people that see our posts, the more that are informed. Because of this, we are using twitter and Instagram as a way to reach a large audience online through social media contests. Our plan is to giveaway prize packs and meet & greet passes for the different artists by having students retweet and follow the UPC twitter account. Techniques like these have proved effective in the past, so hopefully having multiple contests will help us reach a larger audience.

We’ve also decided to utilize Facebook to create an event page for NXNT, allowing people to invite their friends and rsvp if they choose. Although this isn’t an accurate technique (since not everyone plans on going rsvp’s) it’s still a good way to get the word out.

Not all social media plans are perfect and the results may vary. But if utilizing social media to the best of our ability gives us high attendance at NXNT, I’ll be a happy camper.




“Division of Student Affairs.” University Program Council | Division of Student Affairs. N.p., 17 Apr. 2017. Web. 16 Apr. 2017.


“Facebook.” NXNT. N.p., n.d. Web. 16 Apr. 2017.