With the UK’s largest folk festival cancelled due to the Coronavirus pandemic, its organisers wanted to explore taking the experience digital.
With a short timeframe and big aspirations, its team wanted to raise money for relevant partner charities during a 16-hour live broadcast, simulcast on Facebook and YouTube.
In just three weeks, Bromfield Events supported its team with artist liaison, video production and editing, marketing, broadcast curation and social media management.
Dubbed the Front Room Folk Festival the broadcast aimed to bring cheer into the homes of its existing supporter base, the wider local community, and new audiences, while fundraising for charities that were setting up Covid-19 response funds.
To address its needs, Bromfield Events supported with charity governance advice to ensure continued compliance with Charity Commission guidelines.
Included within Bromfield Events' work was voiceover production, ident creation, rights and permissions sourcing, artist curation and liaison, launching the organisation's YouTube channel, email marketing, partnership with community influencers and social media management.
The two-day broadcast received more than 50,000 views from 43 countries, and a further 30,000 on catch-up, while raising nearly £7,000 for Help Musicians, the Southend Emergency Fund and Leigh Folk Arts, the charity behind Front Room Folk Festival.
More than 150 contributors created 55 performances, bringing together music, poetry, dance and storytelling - all from the comfort of their own homes.
The event generated more than 20 hours of content to help build audiences on its online platforms in the weeks that followed as part of the event's marketing strategy.
Client: Leigh Folk Festival
Identity and production: Elliott Waters at 6rs
Streaming: Alternative Vision
Animation: Charlie O'Halloran
Illustration: Aidan Saunders at Print Wagon