K-Music 2023
The Korean Cultural Centre celebrates ten years of the K-Music Concert series.
Introduction
As the stage is set and the lights dim, the spirit of K-Music 2023 begins to come alive. This eagerly anticipated series of concerts promised to captivate audiences with the diversity of Korean music, blending traditional rhythms with contemporary innovation. To reflect the festival’s dynamic identity, Eve Design developed a bold and visually striking brand identity, setting the tone for this year’s campaign.
TODDCS translated this identity into motion. Our task: create a series of engaging trailers for each show and an overarching festival trailer to highlight K-Music 2023’s vibrancy and creative soul. These trailers were designed to connect with audiences emotionally, building anticipation and excitement for the upcoming performances.
The Execution
With footage provided by each musical group, the trailers were created and variations were strategically distributed on appropriate platforms by the Korean Cultural Centre. This approach ensured that the trailers reached the right audience, maximizing their impact and reach. These included; social media platforms, video-sharing websites and the high-definition portrait LCD screens located across the TfL & National Rail estate hosted by Global.
Instead of dropping all the trailers at once, KCCUK adopted a phased approach to releasing the content. An initial trailer was released to generate buzz and excitement followed by the strategy of unveiling a trailer for each individual show in the lead-up to each respective concert.
K-Music Festival: Opening Concert - Jung Jaeil + LSO: Music From Parasite & Squid Game
SUN 1 OCT 19:30 | Barbican. More Information here.
The Impact
Building Anticipation:
With over 65,000 views on the Korean Cultural Centre’s You Tube channel, the trailers played a pivotal role in building momentum for K-Music 2023, with fans sharing their excitement across social media. Engagement rates soared, with comments highlighting the festival’s diversity and artistic excellence.
Amplifying Cultural Appreciation:
By spotlighting the interplay of traditional and contemporary Korean music, the trailers not only promoted the festival but also deepened global audiences’ appreciation for Korean culture.
Driving Ticket Sales:
Clear, visually engaging calls-to-action in the trailers translated to a significant uptick in ticket sales. The festival’s reach extended beyond its usual audience, attracting newcomers eager to explore Korean music.
