RF - STREET CITY
Projects: Workshop & engagement, Street City SoMe strategy & PR & Press
Organisation: Roskilde Festival
Role: Co-creator of Street city
Date: 2011 - 2015
Objective: Roskilde Festival wanted to create engaging sub-areas that could activate and entertain the 80,000 guests during the four pre-days before the music area officially opened.
Solution: To entertain the festival guests during the pre-days, Roskilde Festival set up dedicated teams to create different thematic “cities,” each with their own objectives and focus areas – such as Game City, Dream City and Street City.
I was part of the Street City team, where we developed a vibrant hub for urban culture through skate, inline and BMX shows, international comperes, creative workshops and live music. International artists and comperes were hired to perform and create atmosphere, while workshops in Graffiti, Skate, Dance and Street Art gave guests the chance to participate themselves. A dedicated music program featured artists such as Pelle Peter (P3), Klumben & Raske Penge, Den Sorte Skole, Kidd and more.
To communicate and connect with festival guests, we developed a tailored SoMe strategy for Street City, launching its own Facebook, Instagram, YouTube channel and Snapchat presence. Additionally, I managed press activities on site, presenting the daily program and highlights at press briefings throughout the festival.
