Social-first festival coverage.
Roundhay FestivalThe Opportunity
The inaugural Roundhay Festival was a brand-new event with a blank social canvas.
From line-up announcements to the final performance, there was an opportunity to establish a distinctive social presence and build a community around the festival from day one.
The Services
The Process
1. Pre-Event Promotion & Planning
2. Live On-Site Content Creation & Posting
3. Post-Festival Reporting
The Challenge
How do you make audiences feel part of a festival before they’ve even walked through the gates, and keep them talking long after the final act has left the stage?
Working as an extension of the AEG team, our challenge was to create a consistent, social-first narrative across a month-long campaign period, spanning pre-event promotion, live festival coverage and post-event content.
The content needed to build anticipation, capture the energy of the weekend as it happened and give audiences who weren’t there a reason to join the conversation.
Our Approach
We combined strategic planning with agile, on-the-ground content creation across Instagram, TikTok and Facebook.
Before the festival, we built momentum through line-up announcements, countdowns, and practical ‘know before you go’ content, making sure audiences were already engaged before the gates opened.
Once the festival was underway, we shifted gear. Our approach balanced planned content with real-time storytelling, capturing crowd reactions, live performances, UGC and moments that couldn’t be scripted.
That meant content could move quickly from capture to channel, keeping the social feeds feeling immediate, authentic and connected to what was happening on the ground.
The Delivery
The result was a social presence that moved at the same pace as the festival itself.
Working closely with AEG, external production teams and wider festival stakeholders, we created a streamlined workflow that allowed content to be captured, edited and published efficiently throughout the weekend.
Clear responsibilities and close collaborations meant key moments could be turned around while they were still happening, rather than becoming yesterday’s news.
By combining the structure of a planned campaign with the spontaneity of live social, we helped Roundhay Festival make its first impression count and keep the conversation going beyond the final performance.
