THE HAZA PARTY

OVERVIEW

, founded by DJs Carmen Sandiego and Myyuh, started in 2019 at a small bar in Brooklyn and has since grown to become a New York Times-acclaimed staple in the Arab and global dance nightlife space. It is a dance party that celebrates music from the Arab, Asian, and Pan-African diasporas.

The Haza Party

SERVICES

Venue Booking

Event Production

Talent Buying

Production Advance

Contract Negotiations

Transportation & Hospitality

Budget Management

Revenue Projections

Digital Marketing

Press Coverage

Ticketing Strategy

Content Creation

Community Outreach

Media Planning

Guerilla Marketing

THE GOAL

Having debuted in Los Angeles eight (8) months prior, the goal was to work closely with the Haza team on the 2nd edition to maximize profits, increase ticket sales, and explore new venue spaces that would allow for a more financially viable model.

CAMPAIGN OVERVIEW

EVENT PRODUCTION

VENUE BOOKING

When The Haza Party team reached out, they already had an alternate venue planned for an earlier date. In order to maximize event revenue and potential walkout, I suggested an alternative venue by the name of Love Note DTLA that offered a lower bar minimum and a percentage bonus at a certain threshold. As a result, we nearly tripled the revenue in comparison to their first LA show earlier that year, and attendees were able to experience a new venue that had not previously been incorporated in our programming.

CONTRACTS & BUDGETING

I wrote and managed the execution of contracts between myself, the venue, and the party brand. The negotiations included bar minimum deals, promoter/artists profit split, expense coverage, and more. I worked closely with both sides to forecast and manage all expenses, including deposits, marketing, accommodations, and more, while projecting expected profit based on expected ticket sales.

PRODUCTION ADVANCE & ON-SITE SUPPORT

As the lead promoter, I coordinated all logistical details and liaised between the artists and production team, including securing the venue, arranging technical requirements, and confirming the schedules for the DJs and performers. On the day of the event, we had a dedicated team on-site to manage all aspects of production, from overseeing setup and sound checks to ensuring the timely execution of each performance. I worked closely with vendors, staff, and artists to address any last-minute adjustments, while maintaining clear communication to keep everything running smoothly.

MARKETING STRATEGY

CONTENT CREATION

The primary focus of the marketing strategy was to create content between The Haza Party and MJLS accounts that captured the essence of the event. This content was geared to reengage previous attendees, while appealing to new audiences that hadn't previously attended the party. By utilizing archival footage of past events, we were able to effectively capture the energy and style of the party and sell the experience overall, irrespective of the DJ lineup.

EMAIL MARKETING

In addition to the content strategy, we sent targeted email blasts to the MJLS database (500+) and The Haza Party LA database (300+) to alert people of the upcoming Haza LA date. The emails highlighted the featured DJs and described the party for those who hadn't heard of it before, effectively creating excitement, foster curiosity, and driving ticket sales by centralizing direct-to-consumer communication.

PAID SOCIAL

To support the content strategy, we allocated a $200 budget to ad spend that would boost high performing content on socials. We ensured that this campaign was running during the two weeks leading up to the event, ensuring that potential attendees were receiving the messaging on multiple fronts.

Target Audience:
• Age: 21-36

• Location: Southern California

• Keywords: Arab, Middle Eastern, Arabic, Nightlife, Party, Music

Named Best Parties In Los Angeles 2024 by LA weekly: LINK