Alex Jukes, director of Jukebox PR, speaks on expanding into the US.
After establishing itself in the UK and Europe, Jukebox is expanding internationally. Europe has long been at the sharp end of the underground festival scene and Jukebox PR has been a partner for many of the biggest events, but there was a shift happening – these events were looking Stateside.
Specific to the North American market, these include elrow USA, SXM Festival, Heart Festival, Esto Es Tulum, Electric Zoo, DiskoLab, National Hotel Miami, Groove Island and many more.
The challenges have been around understanding the nuances of the US market and getting an event’s message across, with engaging content that will connect with the target demographic.
Despite the online boom, the US still values offline, print and radio, and many overlook these mediums. Meanwhile, positioning festivals in the minds of social influencers and lifestyle and travel press has required brainstorming with pioneers of the US scene.
Our brand partnerships with radio stations and streaming platforms with a global reach into the hundreds of thousands has been instrumental in understanding the shifts in consumer behaviour.
Events with a few hundred visitors, to ones with a few hundred share commonalities and audience touch points. It’s an exciting time.