A music series built to amplify a brand.
It became something much bigger.
Brand Strategy
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Content Production
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Live Events
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Community Building
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Social Distribution
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Brand Strategy | Content Production | Live Events | Community Building | Social Distribution |
The MIC NYC started as a way to extend the reach of The Music Playground, a music licensing studio, without a large budget or media spend.
Instead of chasing attention, we built a platform.
We launched a live monthly event at The Bitter End, giving performers an 8-minute set, a real audience, and professionally captured content they could share. In return, they brought their networks, turning every performer into distribution.
What began as an open mic quickly became a standing-room-only series and a cross-industry community of executives, creatives, and artists.
30+ sold-out shows
392 performers
Residency at The Bitter End
75+ hours of filmed content
Brand Strategy
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Content Production
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Live Events
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Community Building
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Social Distribution
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Brand Strategy | Content Production | Live Events | Community Building | Social Distribution |
We kept costs near zero by building a volunteer team of top-tier producers, designers, and engineers, and by partnering with venues, non-profits, and sponsors.
Content was captured, branded, and distributed every month, extending the reach far beyond the room.
The platform grew into a hybrid network: corporate leaders by day, performers by night.
$55K+ raised for non-profits
0 upfront investment
Fortune 500 CMOs to Grammy-winning artists on stage
Gloria Gaynor: Performing “I Will Survive”
Brand Strategy
|
Content Production
|
Live Events
|
Community Building
|
Social Distribution
|
Brand Strategy | Content Production | Live Events | Community Building | Social Distribution |
